The Truth About Social TV: How Social Media is (and is not) Changing Entertainment

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TVGuide.com user research on social TV habits presented at MashCon May 2011

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The Truth About Social TV: How Social Media is (and is not) Changing Entertainment

  1. 1. THE TRUTH ABOUT SOCIAL TV<br />May 13, 2011<br />@christytanner<br />Christy Tanner, EVP & GM<br />TVGuide.com & TV Guide Mobile<br />
  2. 2. QUESTION #1:<br />WHAT MAKES A SHOW SOCIAL?<br />Tweet your answers to<br />@christytanner<br />
  3. 3. WHAT’S YOUR ALL-TIME FAVORITE SHOW?<br />
  4. 4.
  5. 5.
  6. 6. WHAT’S YOUR FAVORITE SHOW RIGHT NOW?<br />
  7. 7.
  8. 8.
  9. 9. 23MUNIQUES<br />TVGuide.com<br />Source: Omniture<br />
  10. 10. 225,000<br />full episodes<br />TVGuide.com Video<br />120<br />sources<br />Source: Flurry Analytics<br />
  11. 11. 1.5MUNIQUES<br />TV Guide Mobile<br />4MINSTALLS<br />Source: Flurry Analytics<br />
  12. 12. #1ENGAGEMENT<br />TVGuide.com<br /> &<br />TV Guide Mobile<br />Source: Omniture & Flurry Analytics<br />
  13. 13. HOW DOES TVGUIDE.COM CONNECT?<br />
  14. 14. We connect entertainment fans with new, cool and useful products<br />
  15. 15. We connect entertainment fans with <br />each other<br />2.7mm+CHECK-INS<br />Source: TVGuide.com internal reporting<br />
  16. 16. We connect entertainment fans with <br />inside scoop and experts<br />
  17. 17. We connect<br />professional content with personalized content<br />“I hate Meredith, and I wish Derek would wise up and leave her already. What an insufferable woman!” -- chattypatra<br />
  18. 18. THE TRUTH ABOUT SOCIAL TV<br />
  19. 19. QUESTION #2:<br />WHAT SHOW IS THIS? <br />Tweet your answers to<br />@christytanner<br />
  20. 20. “My young son and I started watching _________ together many years ago …  <br />Now he is 18 and going off to college, and _________ is over. …<br />
  21. 21. “…Over the years I became part of a group of otherwise diverse people that got seriously hooked on this show…<br />
  22. 22. “… Besides this forum, I regularly discussed __________ with:<br />my business partner,<br />my son's friends,<br />2 kids that work at my local Starbucks,<br />a neighbor,<br />a major customer of my company, and<br />the guy who put up my gutters last summer.” <br />
  23. 23. WHAT IS NEW ABOUT SOCIAL TV?<br />
  24. 24. New tools, technology & platforms are enabling faster connections<br />
  25. 25. Even better:talent, producers and networks are becoming social – fast.<br />
  26. 26. The most social shows are NOT the highest-rated<br />26<br />Sources: The Nielsen Company Broadcast Ranking Report- Network Primetime Households - season premiere to date for the 2010 - 2011 season through 04/24/11 & TVGuide.com internal reporting<br />
  27. 27. What are you doingon Twitter and Facebookwhile you’re watching TV?<br />
  28. 28. TVGuide.com users said:<br />Source: TVGuide.com survey, April 2011, 1586 respondents<br />
  29. 29. MashCon attendees said:<br />Source: Survey of Mashable Connect attendees, May 2011<br />
  30. 30. When do you talk about your <br />favorite shows on Twitter and Facebook?<br />
  31. 31. TVGuide.com users said:<br />Source: TVGuide.com survey, April 2011, 1586 respondents<br />
  32. 32. MashCon attendees said:<br />Source: Survey of Mashable Connect attendees, May 2011<br />
  33. 33. Are you watching more live TV<br />to avoid spoilers?<br />
  34. 34. Yes,<br />there’s nothing worse than a <br />social spoiler.<br />20%<br />Source: TVGuide.com survey, August 2010, 2737 respondents<br />
  35. 35. How do you interact with <br />content creators onTwitter and Facebook?<br />
  36. 36. Source: TVGuide.com survey, April 2011, 1586 respondents<br />
  37. 37. Why do you share what you’re<br />watching?<br />
  38. 38. Source: TVGuide.com survey, April 2011, 1586 respondents<br />
  39. 39. WHAT MAKES A SHOW “SOCIAL”?<br />
  40. 40. GREAT STORIESTHAT CREATECONNECTIONS<br />
  41. 41.
  42. 42. “… I have so enjoyed reading the comments and predictions of the posters here. …<br />
  43. 43. “… It makes me curious who and where all you guys live, what your “real life” is all about …<br />
  44. 44. “… and are you as melancholy as I am today?”<br />
  45. 45.
  46. 46. GREAT STORIESTHAT CREATECONNECTIONS<br />
  47. 47. WHAT’S NEXT FOR SOCIAL TV?<br />
  48. 48. Prediction #1:<br />Show concepts will <br />become more social<br />
  49. 49. Prediction #2:<br />Social behavior will <br />become professionalized<br />
  50. 50. Prediction #3:<br />Social engagement will <br />(finally) make Hollywood digital<br />
  51. 51. THANK YOU<br />@christytanner<br />Christy Tanner, EVP & GM<br />TVGuide.com & TV Guide Mobile<br />

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