Viacom study reveals how social media impact TV consumption
Social media act as a multiplier for TV consumption amongst TV viewers. That's one of the findings of a multi-country study conducted by the Us-hqed Viacom and its Viacom International Media Networks (VIMN) division. Titled "When Networks Network: TV Gets Social," it attempted to investigate the relationship between TV and social media usage.
The findings uncovered three key types of motivations leading fans to engage in TV-related social media activities: Functional, Communal and Playful.
Users entered their media consumption habits in social media diaries in the US, online community studies were conducted in the US, UK and Germany and were supported by online surveys in the US, UK, Germany, Brazil and Russia with more than 5,000 Viacom viewers aged 13-49 who use two or more social media platforms on at least a weekly basis.
"Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors," said Viacom Media Networks executive vice-president and chief research officer Colleen Fahey Rush. "At Viacom, we're focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters."
The research revealed that TV viewers engage in an average of 10 TV-related activities on social media platforms on a weekly basis, including: interacting with friends and fans (72 per cent); following/liking a TV show (57 per cent); sharing or recommending (61 per cent); watching full clips and trailers (61 per cent); searching for info and show schedules (66 per cent); and gaming or signing up for freebies (49 per cent).
Out of 24 social media activities tracked, three distinct types of motivations for TV-related social media use emerged: Functional (searching for show schedules, news, exclusives); Communal (personal branding, connecting with others); and Playful (gaming, entering contests).
Of the countries included in the study, Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so.
Functional: Information Above All
Function trumps all other motivating factors, including socializing, when it comes to TV-related social media use, the study revealed. This is true of all the countries in the study, with viewers in Germany leaning the most towards the functional motivations. Viewers are more interested in the experiences and content offered by networks and TV shows than communicating with others on social media. They use social media sites to:
• stay informed about air dates and times (44 per cent);
• keep up with the latest show news (45 per cent); and
• access exclusive show info (37 per cent), video (36 per cent) and plot clues (36 per cent).
Functional motives are stronger for teens and young adults. Viewers aged 13-17 are most likely to use social media to search for show schedules and exclusive videos, while those between the ages of 18 and 24 are most likely to search for the latest show news and to access spoilers.
"We found it intriguing that TV-related social media behaviors and motivating factors were consistent across all five countries that we looked at in this study," said VIMN vice-president of research insight and reporting Christian Kurz. "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."
Communal: The Value of a Facebook 'Like' or a Twitter 'Follower'
Communal factors are the second most common reason for engaging in TV-related social media use, the Viacom study revealed. Viewers reported using social media to brand themselves and share taste (34 per cent); to connect with the show (28 per cent); and to connect with other fans (28 per cent).
One way viewers satisfy their communal motivation is by "liking" a show on Facebook or "following" on Twitter. Viacom's research has uncovered the long-questioned value of such Facebook "likes" or Twitter "follows" when it comes to TV. After "liking" or "following" a show, viewers were a full 75% more likely to watch that show.
Viewers also watch more in an average of three different ways (live, stream, reruns), and engage more with TV shows and channels on digital platforms:
• 41 per cent access its social media more
• 39 per cent visit show/channel site more often
• 27 per cent are more likely download related apps
"Liking" or "following" also satisfies functional motivations by providing show schedules and updates. read more http://www.indiantelevision.com/headlines/y2k13/may/may119.php