Big trends in Media and TV



Blog Series: Big trends in Media and TV - part 1

The rise of second screen, social network and mobile viewers

Behold the multi-tasking mobile viewer


Two- way viewing is no passing trend, it is here to stay. The good news? People want to keep watching TV. The even better news? They want to interact and connect with it in new and revolutionary ways. Is it me or is there a whole lot of opportunity in this room right now?

The rapid worldwide adoption of mobile devices and social networking has transformed how we connect, share, and communicate. On average, just over half of US, and nearly one third of European, smartphone owners accessed Facebook on their device in the three-month period ending June 2011. As of May 2012 Facebook has 900 million users, over half of which access the site via mobile devices. According to Twitter there were more than 140 million active users as of March 2012 — and 340 million Tweets a day. More than 55% of Twitter users are accessing the networking site via mobile devices.

According to a recent Hollywood Reporter poll, social media users spend an average of 8 hours a week engaged in networking sites. The report also found that 79% of connected television viewers visit Facebook while watching TV. Additionally, 83% surf the web while viewing TV and 41% tweet about the show they’re watching. It notes that of those who post about TV shows, 76% do so live and 51% do so to feel connected to others who might also be watching

An analysis conducted by NM Incite, a Nielsen/ McKinsey Company, and Nielsen looked at the correlation between online buzz and television ratings and found a statistically significant relationship throughout a TV show’s season among all age groups. These figures indicate that such rapid adoption has the potential to transform how we watch TV. It will deliver more relevant and personalized TV than ever before. Viewers will have more ways to discover and share shows and movies they love. And social features from chatting to games will increase viewer enjoyment.

The rise of second screen viewers: a key trend that TV and media companies can ignore at their own peril. These individuals engage with social networks and TV shows in real-time through the use of a mobile device. Users post, tweet, and chat on their smartphones and tablets while watching their favorite shows full-screen. As the number of mobile device users is growing exponentially, we can only expect this trend to develop further. Deloitte predicts a growing number of tablets will be purchased by households that already own at least one, indicating a potential growth in the number of second screen viewers per home. Another set of mobile device users is on the rise: ‘Catch-Up Commuters’ who use their mobile devices to watch TV shows that they were unable to catch on TV.
There is an unprecedented opportunity to engage these connected audiences in fun, innovative and relevant ways that increase viewership, build brand advocacy and drive revenue.

How can I capitalize on this trend?

Come take a look at CloudTV, our cloud-based platform that enables Media and TV companies to harness the power of social media and generate business value through monetization and analytics. And don’t hesitate to contact us if you want more information, we could talk about CloudTV all day.

Up next: The shift of TV ad dollars online

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