Gartner Says Second-Screen Users Will Drive Social TV Activities
Most Social TV Experiences Are Delivered Through Companion Apps for Portable Devices, Rather Than TVs
Second-screen devices combined with customized content, interactive apps and loyalty programs will fuel the behavior of social TV consumers over the next 24 months, according to Gartner, Inc.
Social TV describes consumer engagement, communication and interaction while watching television. Gartner believes that social TV activities can enhance the value of the TV experience for consumers and offer opportunities to add new users, drive engagement and open up new advertising opportunities through existing social networks.
"Second-screen devices such as tablets, smartphones and ultrabooks are likely to be the principal force behind social TV experiences as companion apps are increasingly written for that experience," said Michael Gartenberg, research director at Gartner. "A combination of content integration, social interaction and loyalty programs are the key activities that will make up the social TV experience."
Long-term efforts to connect traditional TV broadcasts to the Internet have largely been limited to either content companion websites or connected devices such as TVs and set-top boxes (STBs) and that none of these approaches has led to the creation of a true social TV experience for consumers. However, three parts of this experience are now in the process of being combined into a holistic social TV experience delivered primarily through companion devices:
Via Riaz Khan, Cedric Monnier