The document discusses how Twitter is changing how people watch television. Some key points: - Many people now use their phones/tablets while watching TV and tweet about shows live or after they air - Different types of shows lead to different Twitter behaviors - ongoing series see year-round discussion while one-time events spark discussion during and after the airing - Networks are now aware of the role Twitter plays and are using it to build interest, aid discovery, encourage fan engagement, enable real-time participation, and gather feedback about programming

1. How Twitter is changing
how we watch TV
Jenn Deering Davis, PhD
Co-Founder and Chief Customer Officer
Union Metrics
@jdeeringdavis
Jenn Deering Davis | Union Metrics SXSW 2013

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3. 400MM Tweets per day
200MM monthly active users
Jenn Deering Davis | Union Metrics SXSW 2013

4. 41% of tablet owners &
38% of smartphone owners
use devices while watching TV
1 in 3 Twitter users post about TV
Of those who post about TV,
76% do so live
Jenn Deering Davis | Union Metrics SXSW 2013

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6. Ongoing series
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10. One-time events
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14. Streaming all-at-once
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17. Ongoing series
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18. Ongoing series finale
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19. One-time event
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20. Streaming all-at-once
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21. Ongoing
Finale
Event
Streaming
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22. Building interest
Discovery
Fan engagement
Real-time participation
Feedback
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23. Interest
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27. Discovery
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30. #advertising
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31. Fan engagement
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37. Real-time participation
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39. “Do you agree with the judges tonight?”
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42. Feedback
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43. “It’s like having millions of
producers working with you.”
-Simon Cowell, American Idol
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46. So, what’s next?
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47. #ugh
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52. I use amazon prime more and more, and bounce in and out of Hulu+
My guess is <30 years old = Netflix, Hulu only. No cable.
Amazon Prime has a lot of video content, but it's so similar to what's available on
Netflix and I don't buy enough stuff on Amazon I need in two days that I probably
won't buy it again.
Netflix's catalog has dwindled to the point that continued subscription, once a no-
brainer, is unlikely.
The exclusive licensing agreements on the networks is the largest problem I have. I
hate watching back seasons on Netflix but current seasons on Hulu+, e.g. Castle.
I hate that Hulu+ still has ads though.
I pay Time Warner for internet, but adding cable would triple my bill.
I can tolerate advertisements for daily fresh content.
Virtually all television programs suck.
Most of my TV watching revolves around my kids and sports. For them, Netflix is
more than enough and I use MLB.tv to get live(ish) baseball streaming.
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