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Twitter up, Facebook down. 5th edition of the Social TV Index is here!

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* Facebook down. Algo changes matter.
* Twitter, Instagram slightly up. Holding strong!
* Largest sample size yet - 463 responses for cross tabs.
* Bonus research slides on Sports DVR Usage & Live Streaming

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Twitter up, Facebook down. 5th edition of the Social TV Index is here!

  1. 1. R The Social TV Index 5th edition
 Tracking changes in social TV, livestreaming, TV & OTT Fall 2016 Author: Brian Ring Sponsored by
  2. 2. ~43M U.S. Internet users interact with TV on Social. Facebook down. Twitter, Instagram up. 2 Executive Summary Methodology & Survey Panel Data • We used Google Consumer Surveys (GCS) to field one main & three supplemental surveys. - GCS was 2nd most accurate poll predicting the results of the 2012 election, as outlined by Nate Silver of the NY Times. (#2 in accuracy out of 23 polls across Robodial, Live Phone & Internet methods.) - http://fivethirtyeight.blogs.nytimes.com/ 2012/11/10/which-polls-fared-best-and- worst-in-the-2012-presidential-race • SocialTV Index 5th ed. Fall 2016 survey: - Fielded 8/25 - 8/29 2016. U.S. Adult Internet Users. 95% Confidence Interval for Margin of Errors as marked - Sample size n=463 (excl screener question) • Supplemental surveys cited: - ‘OTT SVOD’ Google Rewards Audience Panel, 6/28/16, n=1,000 - ‘Mobile Social Media’ Google Rewards Audience Panel, 6/28/16, n=411 - Live Streaming Survey’ U.S. Adult Internet Users, 9/23/16, Sample size of n=1105 Social TV Index 5th ed. Highlights • Social TV Usage: Still going strong. 
 Social TV Engagers = 15.1% of U.S. Internet users; 39.3% of SVOD OTT users; 45.7% of Mobile Social users. • Insight 1: Twitter saw relative strength. 23.9% of Social TV Engagers used Twitter. Up slightly when other platforms declined. • Insight 2: Facebook declined. 
 72.7% used Fb, down -13.2 pts from our March 2016 survey. (Algo changes matter.) • Insight 3: Enjoyment + Discovery
 36.7% of Social TV Engagers cited Enjoyment & 36.9% Finding shows. • Sponsor: Personalized Sports Highlights
 Slides 12 - 14 sponsored by Thuuz Sports. Automated Highlights & Headlines.
  3. 3. Incidence of Social TV Engagers is 15.1% of U.S. Internet users. (Note the low margins of error.) 3 14.3% No 70.6% Yes 15.1% Yes No No, but I've thought about it Q: Have you recently used social media to vote, post, share or comment in response to content viewed on TV? Sample size prior to screening question n=3,728 Google Consumer Surveys, U.S. Internet Adults (Low RMSE of 1.2% means this is a highly representative sample.) August 25-29, 2016 15.1% of the US Internet Population (287M) surveyed is approximately 43 million users. (+1.3/-1.2) (+1.5/-1.5) (+1.2/-1.1) For more insights, email me:
 Brian at RingDigital.tv premium survey research for product strategy Is Social TV a Thing?
  4. 4. 4 0% 13% 25% 38% 50% 45.7% 39.3% 15.1% Q: Have you recently used social media to vote, post, share or comment in response to content viewed on TV? 39.3% of SVOD OTT users and 45.7% of Mobile Social Media users engage in Social TV. n=3,728 n=1,000 n=411 US Internet users SVOD OTT users Mobile Social users Multiple Panels, Sample sizes as marked. Google Consumer Surveys. U.S. Internet Adults 8/25-29; SVOT OTT Panel 6/28; Mobile Social Panel 6/28 Is Social TV a Thing?
  5. 5. A majority of Social TV Engagers are Occasionals. For ~11.5M, it’s a serious habit. 5 Posers 22.4% Occasionals 51.0% Addicts 26.6% Q: How frequently have you done this in the past month? Just once in the past month 22.0% 2 - 3 times in the past month 28.9% 4 - 6 times in the past month 11.9% 7 or more times in the past month 14.7% It was more than a month ago 12.7% % I'm not sure 9.7% Raw data table Is Social TV a Habit? 26.6% of 15.1% of the Internet Population (287M) surveyed is approximately ~11.5M users. @BrianLRing Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29
  6. 6. 0% 20% 40% 60% 80% Facebook declined compared to March 2016. Twitter, Instagram solid. Others: Also down. Q: Which social network(s) did you use for your TV-related social media actions? 6 72.6% 23.9% 14.2% 4.5% 19.6% #SocialTV Index Platform Rankings Social TV Platforms 18.5% Follow @BrianLRing for more free research -13.3 pts* +2.3 +2.2 -2.7 -.9 -2.1 (+3.3/-3.0) (+3.1/-2.7) (+3.1/-2.7) (+2.7/-2.2) (+1.9/ -1.3) (+3.3/-3.5) * Point change from SocialTV Index v4 Mar 2016 Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29
  7. 7. Presidential politics likely bumped up the volume for News. Sports down. Drama steady. Social TV Genres 17% 31% 45% Aug 2014 Mar 2015 Aug 2015 Mar 2016 Aug 2016 Sports News Reality Drama Sitcom 35.6% 41.9% 24.0% 28.5% 18.4% Q: For which genres of TV content have you used social media to vote, share, post or comment on? Multiple responses allowed. Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29 7
  8. 8. Crosstabs: Age & Genre Drama, Sports & News: Top 3 genres 18 - 44. More drama, less news for Gen Z. 8 Drama Sports News 0% 10.5% 21% 31.5% 42% 18-24 year-olds 25-34 year-olds 35-44 year-olds Q: For which genres of TV content have you used social media to vote, share, post or comment on? n=100n=82n=62 Sample sizes for each sub-group, as marked. Google Consumer Surveys U.S. Internet Adults, August 25-29
  9. 9. Walking Dead continues social TV dominance. All genres well represented. Effort pays off. Top Social TV Shows Q: Enter the name of your favorite TV show for social media interactions like voting, posting, sharing or commenting. The top social TV shows are determined more by effort than by genre. Reality, drama, even comedy shows up in the word cloud. Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29 9
  10. 10. 10 Social TV causes two effects. (1) Increases TV enjoyment. (2) Helps TV shows get discovered. Q: What impact does your TV-related social media activity have on your overall TV viewing experience? What’s the impact? It helps me discover more TV shows to watch It increases my enjoyment of TV I watch more Live TV & less time-shifted TV It increases the amount of time I watch TV Other responses 0% 40% 5.2% 14.5% 16% 36.7% 36.9% Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29
  11. 11. Cross-tabs: Gender Men like to express opinions via Social TV. Women like a good story. Both are critical. 11 Express opinions Specific Stories Friends Interactivities Community Hashtag Graphics 0% 12.5% 25% 37.5% 50% Men Women Q: Select the most important reason(s) that you engage on social media about TV while you are also watching TV. n=212 n=251 Full Response Choices • It’s a great way to express my opinions. • Specific stories really capture my attention. • My friends are engaging at the same time. • Fun to participate in the show activities. • It makes me feel part of a community. • On-screen graphics promoted a hashtag to use. Sample size n=463 ‘SocialTV Engagers’ Google Consumer Surveys U.S. Internet Adults, August 25-29
  12. 12. 1 - Any game across 4 major sports 2 - We analyze every play, string, possession and sequence 3 - We assemble the most exciting highlights using our AI-driven real- time Excitement Ratings AI-generated Metadata for Advanced Sports Video Highlights Workflows Cross-game, Cross-sports Highlights Custom Length Condensed Games * Excitement Ratings & Headlines * Automated Social Highlights * Exciting Game Tune-in Alerts * B2C App Development Services Thuuz enables: Thuuz customers: Thuuz products: All scoring plays Catch-up to Live 15 mins, 3 games Your Fantasy Roster
  13. 13. 13 Thuuz helps you add Context, Narrative and Themes to your social media clipping workflows. Automated Headlines Instantly Updated Throughout Each Game Deliver Better
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  14. 14. 14 For the complete survey, email Brian at RingDigital.tv Sports DVR Survey Thuuz Sports has commissioned a ground-breaking survey of 1,000 U.S. Pay TV DVR Subscribers.
  15. 15. Live streaming is hot! So we ran a survey. (Email Brian at RingDigital.tv to get the full report.) 8% No 59% 12% Yes 22% Q: This past month, have you watched at least one LIVE video stream hosted on a social media platform? (e.g. YouTube, Facebook, Periscope, Twitch, Twitter, YouNow, etc.) Base = 1105 U.S. Adult Internet users, Google Consumer Surveys. Screening question sample. Fielded Sep 23, 2016 Live Streaming Survey How frequently are viewers watching? What are the best live streams? How much do viewers enjoy live streams? What do viewers like most about live streaming? What percent of viewers interact in the chat? What’s the best social platform for live streaming? (+4.2/-3.7) Yes, but it was a replay I’m not sure (+4.6/-4.7) Our Live Streaming survey answers:
  16. 16. A passion for driving growth. A mix of skills. A track record in marketing, product & strategy. About Ring Digital llc 16 GO-TO-MARKET EXECUTION Serving Video & TV Innovators • Product Strategy • Content Marketing • Business Development • Partnership and M&A • Cloud Video Software Tools HAPPY CUSTOMERS Full references on LinkedIn.com/in/brianlring ‘Conducted a brand strategy session with my team…exceptional.’ ‘Put together a comprehensive go-to-market strategy for the U.S. and introduced us to a whole range of potential clients and partners.’ ‘One of the most energetic & creative execs I’ve had the pleasure to work with.’ Email Brian at RingDigital.tv to get additional research!

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