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Social TV:
Viewers C’s the Moment
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METHODOLOGY
2
Phase 1: Ethnographies Phase 2: Online Surveys
Description Three hour in-home interviews covering social TV attitudes and activities, reviews
of social TV services, interest in functionalities and recommendations
20 minute online surveys covering social TV attitudes and activities,
interest in functionalities and reviews of Social TV app and services
Sample size 24 1,566
Sample Demos
• 50/50 gender split • Ages 13-52 • Racial mix
• 55F/45M gender split • Ages 13-54 • Racial mix
Geo Boston & San Diego U.S.
Qualifications • Weekly+ Social TV service user or • Weekly+ social networking activities
related to TV
• Weekly+ VMN channel watcher • Paid TV service subscriber • Home internet (not dial-up)
Three tiers of respondents 1: Social TV app/service users (33%) 2: Social network visitors who do at least three Social TV-related activities
weekly (49%)
3: Do less than three Social-TV related activities weekly (18%) •Weekly+ VMN channel watcher • Paid TV service subscriber • Home internet (not dial-up)
SOCIAL TV VIEWER SEGMENTS
3
PIONEERS USE SOCIAL TV APPS &
SERVICES WEEKLY+
SOCIALITES DO 3+ SOCIAL TV
ACTIVITIES WEEKLY+
ISOLATIONISTS DO <3 SOCIAL TV
ACTIVITIES WEEKLY+
RESPONDENT MIX: TIER 1 RESPONDENTS = 33% / TIER 2 = 49% / TIER 3 = 19%. NOTE: SAMPLING QUOTAS IMPOSED
DURING RESPONDENT SCREENING; RESPONDENT MIX DOES NOT MATCH POPULATION
55% Male
29 years median age
95% use Facebook
56% use Twitter
91% visit TV channel’s website
48% visit TV channel’s
37% visit TV channel’s Hulu
22% watch the majority of
TV/video online
63% Female
24 years median age
93% use Facebook
47% use Twitter
82% visit TV channel’s website
35% visit TV channel’s
25% visit TV channel’s Hulu
13% watch the majority of
TV/video online
52% Female
33 years median age
89% use Facebook
22% use Twitter
70% visit TV channel’s website
11% visit TV channel’s
7% visit TV channel’s Hulu
7% watch the majority of their
TV/video online
WHAT SOCIAL TV MEANS
TO VIEWERS
5 S13. What does the term „Social TV‟ mean to you? Base: All Respondents. N=1566
SOCIAL TV AUDIENCES SHARE
THREE RELATED OBJECTIVES
8
Communicate
Check
Comments
Consume
Content
―I want to talk about shows like Jersey Shore with all my friends as I watch. If I didn’t then I would feel really left out‖
Ashley S, 17, Favorite Show: Jersey Shore
―It’s great to read the comments of others who are watching the same show because
sometimes another viewer can pick up on something you missed‖
Jason B, 34, Favorite Show: Jersey
Shore
―It’s TV that’s interactive. You can follow the Facebook page or show on Twitter. You can vote or watch clips. It makes
you feel part of TV, rather than just watching it‖
Jean L, 26, Favorite Show: Criminal
Minds
SOCIALIZING ABOUT TV:
MANY WAYS AND MEANS
9
34%
35%
45%
47%
49%
51%
53%
56%
57%
57%
58%
61%
85% Watch TV in same room as others
Search online for supplemental info/content
Watch TV show clips on social networks
Chat about what's on via text message
Access info on IMDB, Wikipedia, etc.
Chat about what's on via the phone
Visit network websites
Comment on SNS about what's on
'Like' or ‘favorite’ shows I watch
IM or FB chat about what’s on
Most popular weekly+ TV activities (all shows)
Read SNS comments from cast
Read trending show topics
Email about what's on
Teens more likely to
watch clips on social
networks (77%);
A35+ less likely (44%)
―When I’m watching Jersey Shore, I have Facebook chats with 10 friends and I’m texting a dozen people, and I can be on the phone to my best friend‖
Ashley S, 17,
Favorite Show: Jersey Shore
S18: “How often do you undertake each of the following activities related to TV shows that you watch?” Base: All Respondents. N=1566
*Show: TV show that Tier 1s use Social TV service with, that Tier 2s communicate about the most, that Tier 3s watch most
Communicate
Check
Comments
Consume
Content
COMMUNICATION: SOCIAL
TV INCREASES CHAT OPTIONS
10
38%
50%
53%
56%
Interest in Social TV chat options [Base: Public & private chatters]
Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a
new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base: Respondents who use public or private chat or are interested in the functions. N=640
Chat directly through the app/service
Facebook chat
Text message/Group text/Group me
Skype
Communicate
Check
Comments
Consume
Content
6%
10%
23%
26%
Public chat
Private chat
Use Interested
Pioneers & Socialites Isolationists
4%
5%
8%
6%
Less interest
for teens (~45%)
CONTENT: VIDEO DOMINATES
SUPPLEMENTAL EXPERIENCES
11 Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new
app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base: Respondents who already do access supplemental content or are interested in this function. N=777
50%
59%
63%
64%
71%
71%
75%
88%
Interest in show content types [Base: Supplemental info seekers]
Less interest
for teens—but still a majority
More interest for A45+
Full episodes
Sneak peaks of new episodes
Highlight clips
Blogs/behind the scenes info
Synchronized experiences
IMDb info etc.
Cast photos
Clothes/furniture info
Communicate
Check
Comments
Consume
Content
Pioneers & Socialites Isolationists
Extra info 11% 42%
Use Interested
5% 24%
Less interest
for males
3%
5%
13%
24%
6%
11%
28%
42%
Use Interested
72% 71%
55% 51%
Trivia Casual
games
Vote/see poll
results
Submit
questions
CONTENT: TRIVIA & CASUAL
GAMES
12
Interest in show games & polls [Base: TV gamers &
supplemental info seekers]
Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new
app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base for „Trivia „& „Casual games‟: Respondents who play games related to TV show or are interested in this function. N=476
Base for „Vote‟ & „Submit questions‟: Respondents who already access supplemental content or are interested in this function. N=777
―It’s good to see if I know
them [show characters] as
much as I think I do.‖
Catherine N., 18,
Favorite Show: Chopped
Communicate
Check
Comments
Consume
Content
Pioneers & Socialites
Extra info Games
Isolationists
Teens more interested in
voting/seeing poll results (62%)
CONTENT: MANY REWARDS,
MANY WAYS TO EARN
13
32%
44%
56%
56%
59%
61%
68%
73%
Interest in incentives...
Free merchandise
Signed cast pictures
Merchandise discounts
Access cast web chat
Competition entries
Exclusive video clips
Physical badge
Virtual badge
LEFT CHART: Q21 “How interested would you be in” RIGHT CHART: Q22 “How interested would you be in doing the following in
order to earn points or other rewards?” (Top 2 box) Base: Respondents who already earn points/rewards or are interested. N=732
Communicate
Check
Comments
Consume
Content
[Base: Points/rewards
earners]
Pioneers & Socialites Isolationists
4% 46%
Use InterestedReceive points/
rewards 2% 26%
73% of teens
COMMENTS: CAST & CREW,
FRIENDS & FAMILY
14
Interest in sources of comments
[Base: Comment readers]
Q20: “Please rank the following comment types in order of importance from 1 (most interested) to 5 (least interested)”
Base: Respondents who already read comments/trending topics or are interested in this function. N=546
CAST & CREW #1
PEOPLE YOU KNOW #2
CELEBRITY VIEWERS
MOST POPULAR COMMENTS #4
ALL FAN COMMENTS
―I love reading Daniel Tosh’s
tweets while watching Tosh.0. It
gives the show a whole other
dimension” Sean C, 24,
Favorite Show: Tosh.0
Communicate
Check
Comments
Consume
Content
54% are interested in seeing
visualizations of social
activity during a show
(e.g. charts with volume of key phrases, most talked about
moments on Twitter/Facebook)
Pioneers & Socialites Isolationists
8% 31%
Use InterestedView
comments 4% 10%
#3
#5
SOCIAL TV FOSTERS SHOW
DISCOVERY
15
―If you see nine comments and
people are posting, it makes you
want to see what the show’s
about.‖
– Ashley S, 28
―If a handful of people are
talking about a show, it will
interest me. Like I’ll watch
clips of shows that I don’t
normally watch if people
are talking about it on
Facebook‖
– Mindy, 24
―I think I’m watching more
TV because I see on
Facebook that a friend
recommended a show,‖
– Ray, 46
―Sometimes I don’t notice
something’s on TV, but
someone put a comment on Facebook, and Facebook
got me to watch it.‖
– Jonathan, 31
SOCIAL TV AND LIVE VIEWING
16 Q10: “Please tell us how often you use … while watching …”
Base: Tier 1 Respondents. N=517.
Frequency of using Social TV service when watching the show it’s used with
18%
32%
44%
6%
Never
Occasionally
Most Times
Every Time
SOCIAL TV AND LIVE
VIEWING (cont.)
17 Q17: “If you had an app/website for the show you [use Social TV service with/communicate about the most/watch most]
at what times would you expect to use the app for each of these activities?”
Base: Respondents who currently do each activity or who are interested in doing it within a social TV app. N=405-777
Before Show During Show Ad Breaks After Show
Check In (38%) Private Chat (50%) Extra Info (41%) Extra Info (59%)
Extra Info (34%) Public Chat (50%) Private Chat (39%) Games (57%)
Games (27%) Check In (48%) Public Chat (36%) Post Clips (56%)
Private Chat (25%) Extra Info (40%) View Comments (33%) View Comments (50%)
View Comments (25%) View Comments (39%) Post Clips (32%) Private Chat (38%)
Public Chat (22%) Post Clips (32%) Games (29%) Public Chat (36%)
Post Clips (16%) Games (20%) Check In (24%) Check In (17%)
When viewers expect to use Social TV features
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