Social Media Drives TV Engagement

According to Horowitz Associates' latest consumer survey among broadband Internet users 15+ years of age, a strong social media presence helps in cultivating loyal, active TV viewership, particularly among younger age groups.Younger viewers are the most socially engaged with their TV content; 30% of online 15-17 year-olds and 25% of 18-34 year-olds post comments to social media sites about the shows they watch at least occasionally, compared to 10% among those older than 35. Among broadband Internet users 15-17, 26% post comments about what they are watching at the same time they are watching, compared to 17% of 18-34 year-olds and 6% of 35+.More than one-third of broadband Internet users 18-34 and 15-17 say they discover new shows to watch through social media at least occasionally (37% and 36%, respectively), compared to 19% among 35+. Furthermore, 42% of online 15-17 year-olds and 29% of 18-34 year-olds say social media helps them remember to tune into shows (vs. 15% of 35+).