Viacom and its Vicaom International Media Networks (VIMN) division have released a study examining the relationship between TV and social media usage. The study, which involved online surveys conducted in the US, UK, Germany, Brazil, and Russia with more than 5,000 Viacom viewers aged 13-49 who use 2 or more social media platforms on at least a weekly basis, reveals that viewers average 10 TV-related activities on social media on a weekly basis. The most popular of those are: interacting with friends and fans (72%); searching for info and show schedules (66%); sharing or recommending (61%); watching full clips and trailers (61%); and following/liking a TV show (57%).
For skeptics who might feel that simply following or liking a TV show doesn’t involve much in the way of engagement, the study has this little tidbit: after liking or following a show, viewers were 75% more likely to watch that show.
The researchers note that among the 24 social media activities measured, 3 key motivations for engaging with TV-related content emerged. These motivations and the key associated activities are listed below.
Functional (searching for show schedules, news, exclusives)
- Keep up with the latest show news (45%)
- Stay informed about air dates and times (44%)
- Access exclusive show info (37%), video (36%) and plot clues (36%)
- Brand themselves and their taste (34%)
- Connect with the show (28%)
- Connect with other fans (28%)
- Playing for rewards (24% to get freebies or enter contests)
- Playing games (25% games; 24% quizzes/polls)
- About half of respondents said they watched a show more due to the show’s social media game.
- Promos (54%), word of mouth (50%) and social media (39%) rank as the top 3 sources of show discovery.
- Of those who discovered a show via social media, 70% are likely to watch its live debut, compared to 48% who discovered it some other way.
- Also among those who discovered a show via social media, 41% report being likely to watch it live past its first season, compared to 28% who discovered it through another source.