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

Human Resource Transformation Enabled by IT

Many senior executives are taking a proactive approach to digital business transformation in order to achieve their strategic goals. Delivering revenue growth and profitability is now imperative for every function, including Human Resources (HR). The top 3 priority HR technologies this year are skills management, learning experience platforms, and internal talent marketplaces, according to the latest worldwide market study by Gartner. "With a tumultuous global economy, HR technology leaders face a balancing act in 2023," said Sam Grinter, director at Gartner . "Leaders must anticipate greater levels of accountability and demand for measurable outcomes to justify new technology investments." HR Transformation Market Development Forty-four percent of HR leaders report driving better business outcomes is their number one strategic priority for HR technology transformation over the next three years. Growth in headcount and skills (26 percent) and cost optimization (17 p
Read more

Virtual Reality Market Set to Reach $100 Billion

Virtual Reality (VR) market growth is now finally coming to fruition. Thanks to current actions and market momentum, VR is approaching what can be considered critical mass. And, not a moment too soon. This growth momentum comes from new hardware and content releases, accelerating enterprise value recognition, and a significant metaverse wild card that could potentially lift adoption and usage. According to the latest worldwide market study by ABI Research, over 85 million VR Head Mounted Displays (HMDs) will be shipped in 2027 across consumer and enterprise segments, creating a $100 billion VR market that includes hardware, software, and services. Virtual Reality Market Development "Expectations have been high in VR for years, and even decades, without notable growth to show. That growth is finally coming over the next five years," said Eric Abbruzzese, research director at ABI Research . The barrier to entry is lower than ever, all while content performance and user experien
Read more

How Savvy Pioneers Lead the Future of Work

Hybrid and fully remote work are inevitable in the Global Networked Economy where high-performance talent demands flexibility from employers. To enable these progressive work models, organizations are investing in a wide range of technologies to support more agile types of employment.  According to the latest worldwide market study by International Data Corporation (IDC), leading organizations will spend nearly $1 billion on the Future of Work (FoW) in 2023 -- that's an increase of 18.8 percent over 2022. Future of Work Market Development "Work models continue to evolve, but 37 percent of decision-makers in a recent global survey note that Remote and Hybrid work models will be an embedded part of accepted work practices, supported by a continued shift to the cloud, increasingly instrumented and interconnected physical workplaces, and intelligent digital workspaces," said Holly Muscolino, group vice president at IDC . According to the IDC assessment, organizations must mak
Read more