Skip to main content

The Upside Opportunities for Social Participation TV

Mobile Interactive Group (MIG)  released the results of a recent market study about the trends and opportunities in participation TV (P-TV) services -- in particular, interactive social channels across global broadcast television markets.

Their research uncovered key technological and behavioural insights into the entire P-TV value chain -- from the types of devices that consumers use to interact with TV shows -- such as media tablet, internet, mobile, apps, SMS and fixedline broadband -- how they multi-task with them while watching TV and over which payment channels they prefer to purchase participation services such as voting and competitions.

The study considered the role of mash-ups between established social media channels, in particular Twitter and Facebook, with broadcast TV interactivity -- concluding that there's a potential new business model. MIG calls that model "Social Participation TV."

Key findings from the recent MIG market study include:

Mobile will become the main vehicle for interaction between viewer and broadcaster.
  • 40 percent of mobile users are most likely to be multi-tasking using their phone while watching TV.
Smartphone adoption will drive TV and mobile multi-tasking in UK and U.S. markets, creating a more engaged audience, and significantly increasing program interaction.
  • The majority of multi-tasking occurs during the evenings and weekends during peak TV times when online browsing declines and mobile browsing grows.
Facebook will drive a shift in interactive audience behavior away from phone calls and text with these channels becoming peripheral in the long term.
  • Facebook mobile now accounts for 50 percent of its 700 million users globally. Moreover, 67 percent of all respondents indicated that the internet is the ideal way to interact with TV shows, with 50 percent of those indicating that Facebook would be their preferred channel to purchase and use participation TV services such as voting.
Interactive events via Facebook are expected to generate $51.7 million (£32.04 million) in the UK by 2012 and $2.9 billion globally by 2016.
  • MIG's global research into the Social Participation TV sector, incorporated qualitative and quantitative insights from The IAB and PhonePay Plus and Adfonic, also drew conclusions from interviews conducted with 3,000 consumers in the UK.
Barry Houlihan, the CEO of  Mobile Interactive Group said, "Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV."

Popular posts from this blog

Global Rise of Domestic Payment Ecosystems

Alternative Payment Methods (APMs) – comprising digital wallets, instant payments, and QR payment systems – are experiencing explosive growth that's reshaping the global financial services marketplace. According to the latest worldwide market study by ABI Research , the combined global transaction value for APMs is projected to reach $142 trillion by 2030. What's particularly fascinating is the underlying driver behind this trend: a growing desire for financial sovereignty, with nations developing domestic payment ecosystems rather than remaining dependent on international financial networks. Payment Ecosystem Market Development In 2024, approximately 45 percent of the global population used digital wallets – a remarkable adoption rate for a technology that barely existed a decade ago. China leads this transition, with 95 percent of its population using WeChat's payment functionality. WeChat exemplifies the "super app" phenomenon, where payment capabilities are in...