Network Ten: Social Media Drives Oz TV Viewing

November 24, 2014 World Screen Top Stories

SYDNEY: A new research study from Australia's Network Ten has determined that social media conversations have a direct impact on TV viewing, with half of the people who report using social media each day saying it influences the programs they watch.

The Spotlight on Social TV report is the first research conducted in Australia regarding how social media is influencing TV viewing. Seventy percent of respondents use more than one device to engage with social media while watching TV, with smartphones being the most prevalent (68 percent) followed by laptops (44 percent) and tablets (42 percent).

Network Ten’s head of research, analytics and inventory management, Sarah Keith, said: “Social media discussions are now a significant factor in television viewing decisions.

“Social media is the new water cooler. People want to discuss the television programs they love in real time and social media is an ideal way to get into the conversation.

“Many Network Ten shows have been social media sensations this year, including The Bachelor Australia, MasterChef Australia and Offspring. Ten already has more than 100 social media channels that collectively reach eight million followers, and Ten was the first Australian broadcaster to join Nielsen Twitter TV Ratings,” she said.

The study revealed that about two-thirds of social media users have engaged in discussions and other interactions about specific TV programs. “They are what we call the social media interactors and they are key influencers,” Keith said.

“The social media interactors want to be part of real-time discussions about television programs: that is why more than a third of them watch programs live at least once a week. Among the people whose viewing has been influenced by social media, more than 70 percent are likely to watch a TV show if there is a lot of discussion about it on social media.”

The study showed that social media interactors aged 16 to 24 are more likely to favor reflex interactions—“like” or “favorite” a post—while older users are more likely to engage actively through commenting and initiating discussions. Four out of five (78 percent) of social media interactors engage with social media within 24 hours of watching a program. The desire to participate in real-time discussions about TV programs affects decisions about when to watch programs. More than a third of social media interactors watch programs live at least once a week so they can participate in real-time discussions on social media.

Program genre also influences live viewing. Reality (52 percent), comedy (46 percent) and news/current affairs (45 percent) programs are the genres most likely to be watched live so that viewers can engage in real-time social media discussions.

“The Spotlight on Social TV report provides clear evidence that social media drives television viewing,” Keith said.

“Social media represents a great opportunity to deepen consumers’ engagement with and connection to Network Ten content.

“That is why Network Ten is committed to building our presence in social media. Creating shows that people talk about is only part of the story: we also need to understand what social media users need and want, and how we can increase conversations to the benefit of consumers and advertisers,” she added.

“We have known for a while that screen-stacking and disrupted viewing are the new norm. We have now clearly established with the Spotlight on Social TV report that engagement with programs is part of the ongoing conversation.

“Our next step is working with our advertisers to help understand the context in which screens are being used in order to target appropriately,” Keith continued.