A wide-ranging study by US network Viacom has found that there are three key types of motivation for viewers to engage in TV-related social media activities – functional, communal and playful – with functional information such as airing dates the most highly valued.
Viewers were found to engage in an average of ten TV-related activities on social media platforms on a weekly basis, including: interacting with friends and fans (72%); following/liking a TV show (57%); sharing or recommending (61%); watching full clips and trailers (61%); searching for info and show schedules (66%); and gaming or signing up for freebies (49%).
The multi-country study was conducted in the US, UK, Germany, Brazil and Russia, and found Brazilian viewers most likely to embrace TV-related social media activities, while those in Germany are the least likely to do so.
Colleen Fahey Rush, EVP and chief research officer at Viacom Media Networks, said: “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 behaviours. At Viacom, we’re focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favourite shows and characters.”