Strategy Analytics Press Releases

Social TV Behaviors: Use of Social Media While Watching TV High But Unrelated

by Taryn Tulay | Nov 04, 2015

Social TV Concepts Must Offer New Capabilities For Market Adoption     


Boston, MA – November 04, 2015 – Social TV behaviors have continued to evolve over the years; shifting from consumers passively consuming TV - to socially consuming TV as more and more social media becomes accessible via different devices and sources. A new study from the Connected Home UX (CHX) group at Strategy Analytics ( has found that while use of social media when watching TV is high, use in relation to what is on the TV is low. Social TV concepts such as ‘Stevie’ Social Channels and ‘RelayTV’ have the potential to change the way in which consumers interact with social media in relation to what they watch on TV – bringing social TV to the TV itself, rather than designate such behaviors to the personal device.

Surveying consumers in the US and UK, Strategy Analytics found that while these social TV concepts were appealing to some, others found them to be “distracting” and “intrusive” to their TV experience. Similar to consumer frustration with embedded TV apps for the smart TV, participants found social TV concepts more suitable for a personal device and the individual, rather than for a collective viewing experience. Moreover, social TV concepts do have the potential to change the way in which consumers interact with social media in relation to what they watch on TV, but must incorporate certain features: be easy to use and navigate on the bigger screen, provide an individual and a collective TV experience, be customizable, and offer new capabilities and features that are unavailable on the personal device.

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Taryn Tulay, Senior Analyst and report author commented “Many consumers are still utilizing “offline” communication by text messaging friends/family about what they are watching on TV as it offers a more private and personal means of conversing about a TV show/event However, utilizing social media to see what others are posting about a TV show is the top most frequent social TV behavior performed by survey respondents in all regions. This is typically done in order to see other viewers’ reactions to the show or to clarify something that is confusing; providing extra insight or a different view on what happened in the show/event.”

Diane O’Neill, Director, User Experience Innovation Practice, added “Ultimately social networks and companion app developers have and should continue to integrate new features to account for evolving social TV behaviors as TV networks themselves are attempting to utilize such behaviors to their benefit - free advertising.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise 


About Connected Home UX

The Connected Home UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information


Press Contacts

US Contact: Taryn Tulay, +1 617 614 0746,

European Contact: Diane O’Neill, +44(0) 1908 423 669,