Media giant Viacom has published the results of its research into social media.
“While fairly nascent, social TV and co-viewing trends are growing rapidly, representing a shift in TV viewing from a lean-back to a lean-forward experience,” Viacom said.
It went on to identify different types of ‘social viewing’ and notes that 61% of respondents search for supplemental content online and 58% view clips and shows on social networks
. Viacom surveyed 1,500 viewers, aged 13-54, in the US. Topline results include that the leading source of discovery of social TV services is through search (38%), followed by social networks (26%) and advertising run on shows (22%).