Social media's promise and promotion to drive viewers to TV programs may be yielding low results.
When people were asked whether they watched a TV show or movie because of buzz on Facebook, Twitter and other social networks, 67% said "no" and 19% said "yes." Another 14% said they do not use social media. This first-quarter 2013 survey comes from Digitalsmiths, a video discovery/search company.
Social media posting while watching TV may be overestimated as well. According to the study, 75% of of respondents said they do not post on social networks about what they’re watching.
Digitalsmiths says finding are related to the distribution/availability of social networks for average TV viewers. The study notes: "We believe these numbers will remain low until social updating/posting becomes a more integrated part of pay-TV platforms, and the demographic using social networks catches up with the larger TV subscriber demographic."
That said, TV viewers seem open to suggestions/recommendations. When asked "would you like the ability to find something to watch based on the mood you’re in, forty-nine percent said "yes" and 47% said "no."
The study also says pay-TV providers -- cable, satellite, and telco -- can make up the slack by helping make TV discovery easier. When it comes to program guides, search tools, and other functions, "pay-TV providers could go ahead and deliver recommendations that would introduce a subscriber to content they’re not currently watching, based on what other subscribers with similar interests and viewing habits are watching."