Nielsen says nearly half of its global respondents, 49%, say they watch live video programming more if it has a social-media tie in. And 47% say they engage with social media while watching any video programming.
Globally, TV viewers in Asia-Pacific and Africa/Middle East respond more strongly here -- 65% of Asia-Pacific and 57% of African/Middle Eastern respondents watch live programming if it has a social-media content.
On the low side, only 26% of Europe watch live TV if it has social content, and 33% of those TV viewers in North America.
That said, North America TV viewers may be doing something else, having the highest numbers when it comes to browsing “the Internet while watching video programming” -- 62%. Only Asia-Pacific viewers have higher results here, 63%.
Overall, more than half of global respondents, 58%, say they browse the Internet while watching video programming.
Megan Clarken, executive vice president of Nielsen Global Watch Product Leadership, stated: “While multiple screens give viewers more options, they also give content providers and advertisers more opportunities and ways to reach and engage with viewers.”
Nielsen says the research comes from respondents with online access across 60 countries.