While still nascent in terms of awareness and usage, TV Everywhere (TVE) presents a significant opportunity for brands to grow and strengthen their relationships with fans. The TV Everywhere experience is defined as watching full-length TV programs on sites and apps by “authenticating” – using one’s pay TV log-in information. Viacom’s “TV Here, There, (Not Quite) Everywhere” study explores consumers’ perceptions, expectations and experiences around TVE apps and sites. The findings reveal an increase in overall TV viewing among TVE users, as well as greater customer loyalty towards pay TV providers that offer TVE services. Read More
On Viacom’s New ‘Getting With The Program’ Research: TV’s New Paths Paved With Greater Fandom, Loyalty
The goal of our Getting With The Program study was to answer a single, seemingly simple question: How do people watch TV? I say “seemingly simple” because we don’t lack for sources that measure the ways we watch: Nielsen for TV ratings, Rentrak for set top boxes,vcomScore for PCs, our own Omniture data for digital, and so on. But, unlike how we watch TV, each of these disparate data sources is in a silo. We’re unable to merge them into a comprehensive picture that accurately reflects the reality of TV viewing. Read More
Last week, we unveiled the findings from “TV Here, There (Not Quite) Everywhere,” our brand new study exploring consumers’ perceptions, expectations and experiences around TV Everywhere (TVE). We define the TV Everywhere experience as watching full-length TV programs on sites and apps by “authenticating” — using one’s pay TV log-in information. And what we found is a very positive story for our networks and for TV Everywhere. The most significant reveal is that TV Everywhere actually supplements TV viewing overall. At the same time, viewers say TV Everywhere adds a lot of value to their pay TV subscriptions, making them much more loyal to their providers. Here are some key findings:
When Networks Network: TV Gets Social,” a joint quest between Viacom and Viacom International Media Networks, investigates the interplay between TV and social media. Beyond seeking visibility into what drives Viacom’s audiences to social media, the multi-country study sought to understand how social media impacts viewing behaviors. After discovering that viewers engage in an average of 10 TV-related activities on social media platforms on a weekly basis, the research went deeper to uncover three key types of motivations leading to TV-related social media activities: Functional, Communal and Playful. It also unearthed the long-questioned value of social media markers including Facebook “likes” and Twitter “follows” when it comes to TV.
Out of 24 social media activities tracked, three distinct types of motivations for TV-related social media use emerged: Functional (searching for show schedules, news, exclusives); Communal (personal branding, connecting with others); and Playful (gaming, entering contests).
Function: Information First
Function trumps all over motivating factors — including socializing — when it comes to TV-related social media use. Viewers use social media sites to:
- stay informed about air dates and times (44%);
- keep up with the latest show news (45%); and
- access exclusive show info (37%), video (36%) and plot clues (36%).
Functional motives are stronger for teens and young adults.
- Viewers 13-17 are most likely to use social media to search for show schedules and exclusive videos.
- Viewers 18-24 are most likely to search for the latest show news and to access spoilers.
Communal: The Value of a Facebook ‘Like’ or a Twitter ‘Follower’
Communal factors are the second most common reason for engaging in TV-related social media use – often satisfied by “liking” a show on Facebook or following it on Twitter.
- 34% use social media to brand themselves and share taste.
- 28% use social media to either connect with the show or to connect with other fans.
After “liking” or “following” a show, viewers are a full 75% more likely to watch that show. They also watch more in an average of three different ways (live, stream, reruns), and engage more with TV shows and channels on digital platforms:
- 41% access its social media more, 39% visit the show/channel site more often and 27% are more likely download related apps.
Playful: Social TV Games Matter
- Playful experiences drive TV-related social media activities, including playing for rewards (24% to get freebies or enter contests) or playing games (25% games; 24% quizzes/polls).
A) Over 30% play TV show-related social media games on a weekly basis.
B) Of the social gamers who watch a TV show and play the related game, about 75% play off-season.
TV-related gaming is a persistent touch-point and a way to connect year-round with viewers.
- Social media games help drive viewership, with around 30% of respondents having gamed before ever watching a show.
- About half reported watching a show more due to the show’s social media game.
- Game shows, comedy and reality shows come in as the top genres for gaming.
Social media-fueled show discovery uniquely and positively impacts live tune-in. Viewers are significantly more likely to watch a show premiere on live TV when the show is discovered via social media.
- In terms of sources of show discovery, social media ranked third (39%), behind promos (54%) and word of mouth (50%). (The exception is Brazil, where social media ranked even higher, second only to TV promos.)
- 70% are likely to watch the live debut of a show discovered via social media, versus 48% if discovered elsewhere.
- 41% are likely to watch a show live past its first season if discovered via social media, versus 28% if discovered elsewhere.
- Drivers of live tune-in from social media include Facebook friend’s comment, a show’s post, or a friend “liking” the show.
International online surveys were conducted in the U.S., U.K., Germany, Brazil and Russia with more than 5,000 Viacom viewers ages 13-49 who use two or more social media platforms on at least a weekly basis. The study is based on social media diaries in the U.S., as well as online communities in the U.S., U.K. and Germany.
Through these findings, the following “Deadly Sins of Social Media” emerged – guidelines applicable not just to media companies, but translatable to any brand or advertiser hoping to connect with consumers.
- Do not provide essential show information;
- Fail to feature fresh, engaging content;
- Post to the point of spamming; and
- Try too often to get consumers to buy products.
Yesterday we unveiled findings from “When Networks Network: TV Gets Social,” our multi-country research on the interplay between TV and social media, and a look at not just how but why our viewers engage in TV-related activities on social media. The study uncovered three chief types of motivations behind TV-related social media activities: functional (getting show schedules and news), communal (branding oneself online and connecting with others), and playful (gaming and contests), with functional motivations trumping the others. In addition to uncovering these motives for engaging, we also wanted to hear from respondents about how TV-related social media falls short. The commonalities helped us create “The Deadly Sins of Social Media” below, which are applicable not just to media companies, but to any brand or advertiser. Read More
People of all ages are playing games on tablets, with the vast majority of tablet owners gaming on tablets at least once a week. To better understand the burgeoning relationship between tablet users and gaming, Viacom did a deep dive into the role of games in the overall tablet experience, as well as how gaming on tablets takes share from and impacts other devices. Read More
Chad, a 35-year-old father of two, set up a “TV hub” in his garage, with his iPad2 the technology centerpiece of his refuge. Tina, a single 28 year-old, uses her HP Touchpad as a makeshift DVR, accessing her must-see TV episodes from her TiVo desktop, to her tablet and finally onto a big-screen TV. Both were jazzed to become amateur technologists. And neither Chad nor Tina had any idea they would use their tablets in these ways when they bought them.
We are witnesses to a new phenomenon – Tabletomics – a word we at Viacom made up to describe the behaviors and emotions resulting from this combination of tablets, media, technology and creativity. We discovered Tabletomics during the course of our new research effort that explores how people use tablets and emotionally connect to them, with a focus on tablets as TV and the dual-screen experience.