Facebook users who like the pages for television shows are 75 percent more likely to watch those shows, according to a recent study by media giant Viacom and its Viacom International Media Networks division.
The study gathered data from more than 5,000 viewers of Viacom networks, who were between the ages of 13 and 49, residing in the U.S., the U.K., Germany, Brazil, and Russia, all of whom are active on at least two social networks on a weekly basis.
Viacom said the study found that social media ranked third as a source of show discovery, at 39 percent, trailing promos (54 percent) and word of mouth (50 percent), adding that social media outranked word of mouth in Brazil.
The study also found that 70 percent of respondents were more likely to watch live debuts of shows they discovered on social media, compared with 48 percent if those shows were discovered elsewhere. For shows past their first seasons, those figures were 41 percent and 28 percent, respectively.
Viacom said results of its study determined three distinct motivations for social TV: functional, communal, and playful. The media company also shared more of its findings:
- 45 percent of respondents use social media to keep up with the latest news on shows.
- 44 percent do so to stay informed about air dates and times.
- 37 percent access exclusive information about shows.
- 36 percent access videos.
- 36 percent access plot clues.
- Viewers aged 13 through 17 were more likely to use social media to search for schedules and exclusive videos, while those between 18 and 24 were more likely to search for news and spoilers.
- 34 percent of respondents said they use social media to brand themselves and share their tastes.
- 28 percent use it to connect with shows.
- 28 percent use it to connect with other fans.
- 41 percent access social media more after viewing shows.
- 39 percent visit websites for shows or channels more often.
- 27 percent were more likely to download applications related to shows.
- More than 30 percent of respondents play games related to TV shows, and 75 percent of those respondents play while the shows are out of season.
- 25 percent of respondents use social media to play show-related games.
- 24 percent do so to obtain freebies.
- 24 percent access quizzes and polls.
Viacom Media Networks Executive Vice President and Chief Research Officer Colleen Fahey Rush said:
Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors. At Viacom, we’re focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters.
Readers: Did any of Viacom’s findings surprise you?
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