View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
June 30, 2011

TV-social media connect is growing: eMarketer

Twitter most popular in socialising TV in real time

By CBR Staff Writer

Online reseacrh firm eMarketer has said that the social media – television connect is a small but growing base, with a larger part comprising the youth.

The number of people using Facebook and Twitter to comment on television shows is increasing.

According to a study by the firm, 43% of online adults have gone online or used social media to engage with TV programming in some way, and 17% said they do it while they are watching TV.

eMarketer principal analyst and author of the new report, "Socialising the TV Experience", Debra Aho Williamson, said experimentation still rules the day.

However, Aho Williamson also added that the extent to which the two will converge in future is unknown.

Aho Williamson said, "There is a great deal of uncertainty about the paths that social media and TV will take, and the extent to which they will converge over time."

Content from our partners
Unlocking growth through hybrid cloud: 5 key takeaways
How businesses can safeguard themselves on the cyber frontline
How hackers’ tactics are evolving in an increasingly complex landscape

According to the report, the youngest respondents in the 24/7 and Harris survey — those ages 18 to 34 — were significantly more likely than older respondents to have made the social/TV connection.

It also said that TV brands such as shows and interviews are increasingly becoming popular in the social media. Twitter is the leader in socialising TV in real time.

Williamson added that timeshifting poses a potential obstacle in the convergence of TV and social media.

"Given the amount of activity surrounding social media and TV, some level of convergence is inevitable," said Williamson.

"But trends like timeshifting pose a potential obstacle — there’s not much pleasure in sharing your thoughts about a show when you’re watching it after it first aired. For the networks, social media may be one of the last best ways to bring viewers back together again."

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.