Viacom Social Tv Study 1630ommavideocolleenfaheyrush-120517114917-Phpapp01

7/27/2019 Viacom Social Tv Study 1630ommavideocolleenfaheyrush-120517114917-Phpapp01

1/19

commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community

conversationchannels check-ins

community content conversation

co-viewing cash-inconversation

cross-platform co-viewing community

connected check-ins co-viewing

comments

cash-in

competition

commentary

cpm

co-viewing

clips

chat

check-ins

content

cable

co-viewing

cross-platform

connected

community

content

cross-platform

cross-platform co-viewing


co-viewing

community



commentary clips connectedcross-platform

clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in

clips check-inscontentcross-platform

conversationclipschannels check-ins

comments communityco-viewing cash-inconversation

conversation

check-ins

clips

cross-platform chat

communitychat

conversation chat

cash-in clips

communityconnected cash-in

content clips

cross-platform chat

conversation

chat commentary

Social TV:

Viewers s the Moment

conversation

communitycash-in

connected cash-in

commentary

check-ins

clips

chat


2/19

METHODOLOGY

2

Phase 1: Ethnographies Phase 2: Online SurveysDescription Threehour in-home interviews covering

social TV attitudes and activities, reviewsof social TV services, interest infunctionalities and recommendations

20 minute online surveys coveringsocial TV attitudes and activities,interest in functionalities and reviewsof Social TV app and services

Sample size 24 1,566

SampleDemos

50/50 gender splitAges 13-52Racial mix

55F/45M gender splitAges 13-54Racial mix

Geo Boston & San Diego U.S.

Qualifications Weekly+ Social TV service useror

Weekly+ social networking activitiesrelated to TV

Weekly+ VMN channel watcherPaid TV service subscriberHome internet (not dial-up)

Three tiers of respondents1: Social TV app/service users (33%)2: Social network visitors who do atleast three Social TV-relatedactivitiesweekly (49%)3: Do less than three Social-TV relatedactivities weekly (18%)Weekly+ VMN channel watcherPaid TV service subscriberHome internet (not dial-up)


3/19

SOCIAL TV VIEWER SEGMENTS

3

PIONEERSUSE SOCIAL TV APPS &SERVICES WEEKLY+

SOCIALITESDO 3+ SOCIAL TVACTIVITIES WEEKLY+

ISOLATIONISTSDO


4/19

SOCIAL TV APPS & SERVICES

4


5/19

WHAT SOCIAL TV MEANS

TO VIEWERS

5S13. What does the term Social TV mean to you? Base: All Respondents. N=1566


6/19

WH T IS SOCI L TV


7/19

WH T IS SOCI L TV


8/19

SOCIAL TV AUDIENCES SHARE

THREE RELATED OBJECTIVES

8

Communicate

Check

Comments

Consume

Content

I wantto talkaboutshowslikeJersey Shore with all my friends as Iwatch. If I didnt then I would feel

really left out

Ashley S, 17,

Favorite Show: Jersey Shore

Its greattoreadthecommentsof otherswho are watching thesame show because

sometimes anotherviewer can pick up on

something you missed

Jason B, 34,Favorite Show: Jersey

Shore

Its TVthats interactive.You can follow theFacebook page or showon Twitter. You can voteor watch clips. Itmakesyou feel part of TV,rather

than just watching itJean L, 26,

Favorite Show: CriminalMinds


9/19

SOCIALIZING ABOUT TV:

MANY WAYS AND MEANS

9

34%

35%

45%

47%49%

51%

53%

56%

57%

57%

58%

61%

85%Watch TV in same room as others

Search online for supplemental info/content

Watch TV show clips on social networks

Chat about what's on via text message

Access info on IMDB, Wikipedia, etc.

Chat about what's on via the phone

Visit network websites

Comment on SNS about what's on

'Like' or favorite shows I watchIM or FB chat about whats on

Most popular weekly+ TV activities (all shows)

Read SNS comments from cast

Read trending show topics

Email about what's on

Teensmorelikelyto

watchclipson socialnetworks(77%);

A35+ less likely (44%)

When Im watching JerseyShore, I have Facebook chats

with 10 friends and Im textingadozen people, and I can be onthephoneto my best friend

Ashley S, 17,Favorite Show: Jersey Shore

S18: How often do you undertake each of the following activities related to TV shows that you watch? Base: All Respondents. N=1566

*Show: TV show that Tier 1s use Social TV service with, that Tier 2s communicate about the most, that Tier 3s watch most

Communicate

Check

Comments

Consume

Content


10/19

COMMUNICATION: SOCIAL

TV INCREASES CHAT OPTIONS

10

38%

50%

53%

56%

Interest in Social TV chat options[Base: Public & private chatters]

Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a

new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)

Base: Respondents who use public or private chat or are interested in the functions. N=640

Chat directly through the app/service

Facebook chat

Text message/Group text/Group me

Skype

Communicate

Check

Comments

Consume

Content

6%

10%

23%

26%

Public chatPrivate chat

Use Interested

Pioneers & Socialites Isolationists

4%

5%

8%

6%

Less interest

for teens(~45%)


11/19

CONTENT: VIDEO DOMINATES

SUPPLEMENTAL EXPERIENCES

11Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new

app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)

Base: Respondents who already do access supplemental content or are interested in this function. N=777

50%

59%

63%

64%

71%

71%

75%

88%

Interest in show content types[Base: Supplemental info seekers]

Less interest

for teensbutstill a majority

More interest

for A45+

Full episodes

Sneak peaks of new episodes

Highlight clips

Blogs/behind the scenes info

Synchronized experiencesIMDb info etc.

Cast photos

Clothes/furniture info

Communicate

Check

Comments

Consume

Content


Extra info 11% 42%

Use Interested

5% 24%

Less interest

for males


12/19

3%

5%

13%

24%

6%

11%

28%

42%

Use Interested

72% 71%

55%51%

Trivia Casual

games

Vote/see poll

results

Submit

questions

CONTENT: TRIVIA & CASUAL

GAMES

12

Interest in show games & polls[Base: TV gamers &supplemental info seekers]

Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a newapp/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)

Base for Trivia & Casual games: Respondents who play games related to TV show or are interested in this function. N=476

Base for Vote & Submit uestions: Res ondents who alread access su lemental content or are interested in this function. N=777

Its good to see if I know

them [show characters] as

much as I think I do.

Catherine N., 18,Favorite Show: Chopped

Communicate

Check

Comments

Consume

Content

Pioneers & Socialites

Extra infoGames

Isolationists

Teensmoreinterested invoting/seeing poll results (62%)


13/19

CONTENT: MANY REWARDS,

MANY WAYS TO EARN

13

32%

44%

56%

56%

59%

61%

68%

73%

Interest in incentives...

Free merchandise

Signed cast pictures

Merchandise discounts

Access cast web chat

Competition entries

Exclusive video clips

Physical badge

Virtual badge

LEFT CHART: Q21 How interested would you be in RIGHT CHART: Q22 How interested would you be in doing the following in

order to earn points or other rewards? (Top 2 box) Base: Respondents who already earn points/rewards or are interested. N=732

Communicate

Check

Comments

Consume

Content

[Base: Points/rewards

earners]


4% 46%

Use InterestedReceive points/rewards

2% 26%

73% ofteens


14/19

COMMENTS: CAST & CREW,

FRIENDS & FAMILY

14

Interest in sources of comments

[Base: Comment readers]

Q20: Please rank the following comment types in order of importance from 1 (most interested) to 5 (least interested)

Base: Respondents who already read comments/trending topics or are interested in this function. N=546

CAST & CREW#1

PEOPLE YOU KNOW#2

CELEBRITY VIEWERS

MOST POPULAR COMMENTS#4

ALL FAN COMMENTS

I lovereading Daniel Toshs

tweets while watching Tosh.0. It

givestheshowawhole other

dimensionSean C, 24,

Favorite Show: Tosh.0

Communicate

Check

Comments

Consume

Content

54% are interested in seeingvisualizationsof socialactivity during a show

(e.g. charts with volume of keyphrases, most talked about

moments on Twitter/Facebook)


8% 31%

Use InterestedViewcomments 4% 10%

#3

#5


15/19

SOCIAL TV FOSTERS SHOW

DISCOVERY

15

If yousee nine comments andpeople areposting,it makes you

want to see what the showsabout.

Ashley S, 28

If a handfulofpeople aretalking about a show, it willinterest me. Like Ill watchclips of shows that I dont

normally watchif peopleare talking about it on

FacebookMindy, 24

I think Im watching moreTV because I see on

Facebookthat a friendrecommended a show,

Ray, 46

Sometimes I dont noticesomethings on TV, but

someone put a commenton Facebook, and Facebook

got me to watch it.Jonathan, 31


16/19

SOCIAL TV AND LIVE VIEWING

16Q10: Please tell us how often you use while watching Base: Tier 1 Respondents. N=517.

Frequency of using Social TV service when watching the show its used with

18%

32%

44%

6%

Never

Occasionally

Most Times

Every Time


17/19

SOCIAL TV AND LIVE

VIEWING (cont.)

17Q17: If you had an app/website for the show you [use Social TV service with/communicate about the most/watch most]

at what times would you expect to use the app for each of these activities?

= -

Before Show During Show Ad Breaks After Show

Check In (38%) Private Chat(50%) Extra Info (41%) ExtraInfo(59%)

Extra Info (34%) Public Chat(50%) Private Chat (39%) Games(57%)

Games(27%) Check In (48%) Public Chat (36%) Post Clips (56%)

Private Chat (25%) Extra Info (40%) View Comments (33%) View Comments(50%)

View Comments (25%) View Comments (39%) Post Clips (32%) Private Chat (38%)

Public Chat (22%) Post Clips (32%) Games(29%) Public Chat (36%)

Post Clips (16%) Games(20%) Check In (24%) Check In (17%)

When viewers expect to use Social TV features

Communicate

Check

Comments

Consume

Content

connected contentcross platform co viewing communityclips

conversation


18/19

commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community






comments

cash-in

competition

commentary

cpm

co-viewing

clips

chat

check-ins

content

cable

co-viewing

cross-platform

connected

community

content

cross-platform



co-viewing

community




clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in




conversation

check-ins

clips

cross-platform chat

communitychat

conversation chat

cash-in clips


content clips

cross-platform chat

conversation

chat commentaryImplications

conversation

communitycash-in

connected cash-in

commentary

check-ins

clips

chat

connected contentcross platform co viewing communityclips

conversation


19/19

commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community






comments

cash-in

competition

commentary

cpm

co-viewing

clips

chat

check-ins

content

cable

co-viewing

cross-platform

connected

community

content

cross-platform



co-viewing

community




clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in




conversation

check-ins

clips

cross-platform chat

communitychat

conversation chat

cash-in clips


content clips

cross-platform chat

conversation

chat commentaryThank you

conversation

communitycash-in

connected cash-in

commentary

check-ins

clips

chat

Documents

Viacom Social Tv Study 1630ommavideocolleenfaheyrush-120517114917-Phpapp01