Christian Kurz in the News: When TV goes social

VIACOM INC. TV STUDY

“We found it intriguing that TV-related social media behaviors and motivating factors were consistent across all five countries [US, UK, Germany, Brazil and Russia] that we looked at in this study,” said Christian Kurz, vp of research, insights and reporting for VIMN. “Globally, social media is becoming today’s version of a TV guide for viewers – it is really how they prefer to get their information about the shows they watch.”

brand-e:

Television viewers engage in an average of 10 TV-related activities on social media platforms every week. That includes interacting with friends and fans (72%), following/liking a TV show (57%), sharing or recommending (61%), watching full clips and trailers (61%), searching for information and show schedules (66%), plus gaming or signing up for freebies (49%), according to Viacom International Media Networks’ When Networks Network: TV Gets Social multicountry study.

Function is the major motivating factors when it comes to TV-related social media use. This is true of all the countries in the study, with viewers in Germany leaning the most towards functional motivations. Audiences are more interested in the experiences and content offered by networks and TV shows than communicating with others on social media.

Viewers reported using social media to brand themselves and share taste (34%), as well as to connect with the show (28%) and with other fans (28%).

The study finds that after ‘liking’ or ‘following’ a show, viewers are a full 75% more likely to watch that programme. Audiences also watch more in three different ways – live, stream, reruns – and engage more with TV shows and channels on digital platforms, with 41% accessing the show’s social media more, 39% visiting a show/channel site more often and 27% more likely to download related apps.

“We found it intriguing that TV-related social media behaviors and motivating factors were consistent across all five countries [US, UK, Germany, Brazil and Russia] that we looked at in this study,” said Christian Kurz, vp of research, insights and reporting for VIMN. “Globally, social media is becoming today’s version of a TV guide for viewers – it is really how they prefer to get their information about the shows they watch.”

Advertisements