commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community

conversation channels check-ins

community content conversation

co-viewing cash-in conversation

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

connected check-ins co-viewing

co-viewing

community

community content conversation

co-viewing cash-in conversation

commentary clips connected cross-platform

clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in

clips check-ins content cross-platform

conversation clips channels check-ins

comments community co-viewing cash-in conversation

conversation

check-ins

clips

cross-platform chat

community chat

conversation chat

cash-in clips

community connected cash-in

content clips

cross-platform chat

conversation

chat commentary

Social TV:

Viewers C’s the Moment

conversation

community cash-in

connected cash-in

commentary

check-ins

clips

chat

METHODOLOGY

2

Phase 1: Ethnographies Phase 2: Online Surveys

Description Three hour in-home interviews covering social TV attitudes and activities, reviews

of social TV services, interest in functionalities and recommendations

20 minute online surveys covering social TV attitudes and activities,

interest in functionalities and reviews of Social TV app and services

Sample size 24 1,566

Sample Demos

• 50/50 gender split • Ages 13-52 • Racial mix

• 55F/45M gender split • Ages 13-54 • Racial mix

Geo Boston & San Diego U.S.

Qualifications • Weekly+ Social TV service user or • Weekly+ social networking activities

related to TV

• Weekly+ VMN channel watcher • Paid TV service subscriber • Home internet (not dial-up)

Three tiers of respondents 1: Social TV app/service users (33%) 2: Social network visitors who do at least three Social TV-related activities

weekly (49%)

3: Do less than three Social-TV related activities weekly (18%) •Weekly+ VMN channel watcher • Paid TV service subscriber • Home internet (not dial-up)

SOCIAL TV VIEWER SEGMENTS

3

PIONEERS USE SOCIAL TV APPS &

SERVICES WEEKLY+

SOCIALITES DO 3+ SOCIAL TV

ACTIVITIES WEEKLY+

ISOLATIONISTS DO <3 SOCIAL TV

ACTIVITIES WEEKLY+

RESPONDENT MIX: TIER 1 RESPONDENTS = 33% / TIER 2 = 49% / TIER 3 = 19%. NOTE: SAMPLING QUOTAS IMPOSED

DURING RESPONDENT SCREENING; RESPONDENT MIX DOES NOT MATCH POPULATION

55% Male

29 years median age

95% use Facebook

56% use Twitter

91% visit TV channel’s website

48% visit TV channel’s

Facebook

37% visit TV channel’s Hulu

22% watch the majority of

TV/video online

63% Female

24 years median age

93% use Facebook

47% use Twitter

82% visit TV channel’s website

35% visit TV channel’s

Facebook

25% visit TV channel’s Hulu

13% watch the majority of

TV/video online

52% Female

33 years median age

89% use Facebook

22% use Twitter

70% visit TV channel’s website

11% visit TV channel’s

Facebook

7% visit TV channel’s Hulu

7% watch the majority of their

TV/video online

SOCIAL TV APPS & SERVICES

4

WHAT SOCIAL TV MEANS

TO VIEWERS

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

WHAT IS SOCIAL TV

WHAT IS SOCIAL TV

SOCIAL TV AUDIENCES SHARE

THREE RELATED OBJECTIVES

8

Communicate

Check

Comments

Consume

Content

―I want to talk about shows like Jersey Shore with all my friends as I watch. If I didn’t then I would feel really left out‖

Ashley S, 17, Favorite Show: Jersey Shore

―It’s great to read the comments of others who are watching the same show because

sometimes another viewer can pick up on something you missed‖

Jason B, 34, Favorite Show: Jersey

Shore

―It’s TV that’s interactive. You can follow the Facebook page or show on Twitter. You can vote or watch clips. It makes

you feel part of TV, rather than just watching it‖

Jean L, 26, Favorite Show: Criminal

Minds

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 watch

IM or FB chat about what’s on

Most popular weekly+ TV activities (all shows)

Read SNS comments from cast

Read trending show topics

Email about what's on

Teens more likely to

watch clips on social

networks (77%);

A35+ less likely (44%)

―When I’m watching Jersey Shore, I have Facebook chats with 10 friends and I’m texting a dozen people, and I can be on the phone to 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

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 chat

Private chat

Use Interested

Pioneers & Socialites Isolationists

4%

5%

8%

6%

Less interest

for teens (~45%)

CONTENT: VIDEO DOMINATES

SUPPLEMENTAL EXPERIENCES

11 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 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 teens—but still a majority

More interest for A45+

Full episodes

Sneak peaks of new episodes

Highlight clips

Blogs/behind the scenes info

Synchronized experiences

IMDb info etc.

Cast photos

Clothes/furniture info

Communicate

Check

Comments

Consume

Content

Pioneers & Socialites Isolationists

Extra info 11% 42%

Use Interested

5% 24%

Less interest

for males

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 new

app/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 questions‟: Respondents who already access supplemental content or are interested in this function. N=777

―It’s 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 info Games

Isolationists

Teens more interested in

voting/seeing poll results (62%)

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]

Pioneers & Socialites Isolationists

4% 46%

Use InterestedReceive points/

rewards 2% 26%

73% of teens

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 love reading Daniel Tosh’s

tweets while watching Tosh.0. It

gives the show a whole other

dimension” Sean C, 24,

Favorite Show: Tosh.0

Communicate

Check

Comments

Consume

Content

54% are interested in seeing

visualizations of social

activity during a show

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

moments on Twitter/Facebook)

Pioneers & Socialites Isolationists

8% 31%

Use InterestedView

comments 4% 10%

#3

#5

SOCIAL TV FOSTERS SHOW

DISCOVERY

15

―If you see nine comments and

people are posting, it makes you

want to see what the show’s

about.‖

– Ashley S, 28

―If a handful of people are

talking about a show, it will

interest me. Like I’ll watch

clips of shows that I don’t

normally watch if people

are talking about it on

Facebook‖

– Mindy, 24

―I think I’m watching more

TV because I see on

Facebook that a friend

recommended a show,‖

– Ray, 46

―Sometimes I don’t notice

something’s on TV, but

someone put a comment on Facebook, and Facebook

got me to watch it.‖

– Jonathan, 31

SOCIAL TV AND LIVE VIEWING

16 Q10: “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 it’s used with

18%

32%

44%

6%

Never

Occasionally

Most Times

Every Time

SOCIAL TV AND LIVE

VIEWING (cont.)

17 Q17: “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?”

Base: Respondents who currently do each activity or who are interested in doing it within a social TV app. N=405-777

Before Show During Show Ad Breaks After Show

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

commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community

conversation channels check-ins

community content conversation

co-viewing cash-in conversation

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

connected check-ins co-viewing

co-viewing

community

community content conversation

co-viewing cash-in conversation

commentary clips connected cross-platform

clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in

clips check-ins content cross-platform

conversation clips channels check-ins

comments community co-viewing cash-in conversation

conversation

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clips

cross-platform chat

community chat

conversation chat

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community connected cash-in

content clips

cross-platform chat

conversation

chat commentary Implications

conversation

community cash-in

connected cash-in

commentary

check-ins

clips

chat

commentary

channels

clips

check-ins

connected

conversation

content

co-viewing

cross-platform

community

cross-platform

community

conversation channels check-ins

community content conversation

co-viewing cash-in conversation

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

connected check-ins co-viewing

co-viewing

community

community content conversation

co-viewing cash-in conversation

commentary clips connected cross-platform

clips

cash-in

competition

commentary

community

channels

cpm

cable

comments

cash-in

clips check-ins content cross-platform

conversation clips channels check-ins

comments community co-viewing cash-in conversation

conversation

check-ins

clips

cross-platform chat

community chat

conversation chat

cash-in clips

community connected cash-in

content clips

cross-platform chat

conversation

chat commentary Thank you

conversation

community cash-in

connected cash-in

commentary

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clips

chat