Social Media Influences TV Viewing Decisions for 4 in 10 Adults

September 2, 2016

This article is included in these additional categories:

Social Media | Social TV & Multi-Screening | Television | TV Audiences & Consumption | Video

Digitalsmiths-Social-Influence-TV-Viewing-Decisions-Sept2016Slightly more than 4 in 10 adults in the US and Canada profess to choosing a TV show or movie at least sometimes because of the buzz it’s getting on Facebook, Twitter or other social networks. That result comes courtesy of the latest quarterly Video Trends report [download page] from Digitalsmiths, and it marks social’s biggest influence in at least a year.

To be fair, social’s impact on TV viewing decisions has grown modestly at best of late: in the year-earlier period (Q2 2015), a similar 38% of adults surveyed reported having watched a show due to social buzz. Still, there’s been an undeniable rise in social’s influence over the years in these Digitalsmiths studies: in Q1 2013, for example, fewer than half the proportion of respondents (18.6%) claimed to have ever made a viewing choice based on social buzz.

Similar patterns have been seen with social posts: this past quarter’s 26.2% who at least sometimes post about what they’re watching is only up slightly year-over-year (from 22.5%), but is more than double the share from early 2013.

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In other content discovery data gleaned from Digitalsmiths’ latest report:

  • Almost 2 in 3 adults surveyed feel frustrated either sometimes (54.1%) or always (11.8%) when trying to find something to watch on TV;
  • More than 1 in 3 (35.9%) use a third-party entertainment source such as TV Guide or IMDb to find something to watch on TV; and
  • Close to 1 in 10 use voice search functionality offered by their pay-TV provider.

Turning to TV Everywhere, the report details continued awareness of the solution, reaching almost half (48.2%) of respondents in Q2, up from about one-third (32.1%) three years earlier. Adoption has also risen over the past couple of years, surpassing one-quarter (26.2%) of respondents, most of whom watch TV Everywhere on at least a weekly basis.

As TV Everywhere (TVE) usage grows, it seems to be migrating to the living room, per Adobe Digital Insights (ADI) data. In its latest report, ADI reveals that almost half (44%) of time spent with TVE occurs on TV connected devices, up from 27% share a year earlier.

ADI also sees increasing use of TV Everywhere on a year-over-year basis, though usage declined from Q1, likely due to seasonality.

About the Data: The Digitalsmiths data is based on a survey of 3,113 adults (18+) in the US and Canada.

The ADI data is based on 16 billion TV Everywhere authentications in North America from 300+ different sites and apps acting as access points for TV Everywhere.

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