Social TV -- in all
it’s forms -- is on a roll. More apps, more cross-platform promotion and apparently, more engagement. This USA TouchPoints analysis looks at what share of TV viewing is concurrent
with social media use and vice versa.
With TV still far and away the dominant medium in terms of the time the general population spends with it, the small slice of total TV time that accounts for concurrent use of social media isn't a surprise.
Despite the increased activity in and excitement around the space, Social TV is still small, though rapidly growing, in the
larger picture of TV consumption. (This 2% slice is not solely constrained to social activity that relates to onscreen TV content; it encompasses all use of social.)
However, when looking at the question from the other end of the telescope, we see that the share of social media time that is spent concurrently viewing TV, the picture is very different: The share is 15-times larger at 30%. In part, this is because of the relative total volume of time compared to TV. But it is also likely to be due to the social currency that TV provides for interaction between friends, as well as the efforts of broadcasters and content owners to increasingly promote viewer interaction across social platforms.
While a superficial view of this data may suggest that TV benefits social more than social benefits TV, such a conclusion would be simplistic. The benefits are inevitably flowing both ways. The slice of TV viewing that is concurrent with social media use is only likely to grow in the future, as the sector crystalizes the underlying models and consumer behavior continues to evolve.