OVUM RESEARCH

Social TV Heats Up Battle For Living Room

A new survey by Ovum finds that almost three-quarters of TV viewers with broadband access surf the Internet at same time and 38% of those are discussing TV shows on social media.

Almost three-quarters (74 per cent) of consumers with a broadband connection surveyed by research firm Ovum claim to surf the Internet at the same time as watching TV.

The independent telecoms analyst said it’s found that the rise of the “second screen” is now widespread, with 37% of the consumers it spoke to stating that they indulge on a regular basis.

Ovum’s survey revealed that 51% of the consumers it surveyed use the Internet to access further news or information related to the TV content they are viewing. Meanwhile, 38% said they use the Internet to discuss the TV show on social networking sites such as Facebook, an element of the so-called “social TV” phenomenon. These figures rise to 59% and 53%, respectively, for 16-23 year-olds.

There is also good news for advertisers, as 35% claimed they access further information related to certain TV commercials.

Ovum principal analyst Michael Philpott said he believes the emergence of the second screen and social TV trends have both positive and negative connotations for the TV industry.

He commented: “On the negative side, increased adoption of more personal Internet-connected devices, and our growing reliance on and interest in Internet applications, has reached such a level that they are diverting our attention away from the TV.

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“It is therefore feared that it might only be a matter of time before more valuable advertising revenues also move away from the TV and onto the second screen.

“However, on a more optimistic note, there are a number of applications currently being developed that help the TV industry take advantage of these trends. The applications directly tie the TV and social networking sessions together, creating a new, fuller, and more interactive TV experience.”

According to Philpott, in the not too distant future social networking will play a big role in how we access TV and video content, with a number of devices working together to provide the complete experience. He commented: “Traditional TV players must understand and innovate around this area if they are to survive in the long term. To simply watch from the sidelines will be to hand the advantage to more innovative direct competitors, or online operators, which are becoming increasingly powerful in the media space.”


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