Social TV and the Emergence of Interactive TV
Quarterly IPTV/OTT Technology & Content Report — November 2010
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Published: November 2010 by MRG, Inc. |
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Pages: 90 |
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Press Release |
Executive Summary
Benefits of Social TV
 Source: Copyright © 2010 MRG, Inc.
As the popularity of Social Media has grown, a new interesting development has been the emergence of Social TV. Consumers all over the world are using Social Media networks like Facebook and Twitter to connect and converse with their friends and family. One of the most popular topics is entertainment and TV. This has led to Social TV, which is essentially the combination of Social Media with TV (for example, watching a program on TV while commenting with friends about the program on a laptop or an iPad). Although technology and social networks have given us this new term, the concept isn’t new. TV has always been a “social” medium. Social TV is about bringing “social” back to TV via technology.
As indicated above, “Social TV” refers to the simultaneous use of Social Media tools while watching TV. Already, Nielsen reported in March 2010 that 59% of the U.S. population browse the Internet and watch TV simultaneously at least once per month. This number is sure to grow, especially among younger consumers who have grown up with smartphones and prefer watching TV on laptops. There are many types of interactivity possible from “checking-in” to TV shows, commenting on shows that are being shown live, to more sophisticated features like text chatting, polling, and even audio/video chatting. Although it is still very early, Social TV has the promise of making TV interactive and social, like it was when a family sat together around the living room TV.
Why Social TV? The key is engagement. Social TV drives the level of engagement up, increases ratings, and can also help increase revenues via advertising. For Service Providers and Content Owners, the advantages are many: not only do consumers get a backchannel, but they can also have a very immersive and interactive TV experience. Consumers can use an iPad, for example, and watch their favorite TV shows. They also can comment and talk to their friends (and so much more) while still watching TV.
Social TV isn’t for every person, nor for every TV show. It works best on shows that have a strong element of live TV, which encourage a greater immediate need to discuss what’s happening as it happens. Popular live shows like “American Idol,” “Dancing with the Stars,” are good examples because they have large audiences, and are unscripted reality shows with a weekly contest to draw viewers in over a TV season and which often use voting or polling from the audience. Sports and news are other good examples of the type of content that attracts Social TV.
Currently, there are many Social TV Vendors that have a wide range of features. Some just offer content recommendations, while others have a more integrated platform that works with the backend systems of Service Providers. Most Vendors have a separate app, usually an iPhone or Android app, to offer their functions, but others also have Websites, and even native iPad apps. In fact, the iPad has emerged as a “second screen” device for Social TV, where consumers can go and interact with others while simultaneously watching TV. Most Vendors believe that smartphones and tablet computers are the best platforms (compared with PCs[1] and laptops) because they are portable and allow users to log in, so they can rate movies and comment on shows.
[1] In this report, PC means all personal computers using online, which can be used for many platforms such as Mac, Windows and Linux.
This report is part of the IPTV Tracking Service published by the Multimedia Research Group, Inc.
Table of Contents
| 1 |
Executive Summary |
| 1.1 |
Benefits of Social TV |
| 1.2 |
Features of Social TV Services |
| 1.3 |
The Future of Social TV |
| |
|
| 2 |
Introduction to Social Media |
| 2.1 |
Types of Social Media Platforms |
| 2.2 |
Levels of Social Media Interactivity |
| 2.3 |
The Power of Trending Topics and Real-time Social Media |
| 2.4 |
Popularity of Social Media |
| 2.5 |
Location-based Social Media |
| |
|
| 3 |
Introduction to Social TV |
| 3.1 |
The Living Room of Yesteryear |
| 3.2 |
Types of Social TV |
| 3.2.1 |
Real-time Social TV via Broadcasters |
| 3.2.2 |
Social Media in the Real World |
| 3.2.3 |
Web-based Social TV |
| 3.3 |
Benefits of Social TV for Service Providers |
| 3.4 |
Benefits of Social TV for Consumers |
| 3.5 |
Benefits of Social TV for Content Owners |
| 3.6 |
Social TV Drives Personalization |
| 3.7 |
The Emergence of the iPad as a Social TV Device |
| 3.8 |
Signs of Success for a Social TV Company |
| |
|
| 4 |
Social TV Business Models: Advertising, Promotions/Sponsorships and Analytics |
| |
|
| 5 |
Social TV Vendors and Platforms |
| 5.1 |
Clicker |
| 5.2 |
ClipSync |
| 5.3 |
GetGlue |
| 5.4 |
Hot Potato |
| 5.5 |
KickFour |
| 5.6 |
MediaFriends |
| 5.7 |
Miso |
| 5.8 |
Orca Interactive |
| 5.9 |
Philo |
| 5.10 |
Starling |
| 5.11 |
Tank Top TV |
| 5.12 |
Tunerfish |
| 5.13 |
tvChatter |
| 5.14 |
Vloop |
| |
|
| 6 |
Opportunities, Recommendations and Risks |
| 6.1 |
Recommendations for IPTV Service Providers |
| 6.2 |
Opportunities |
| 6.3 |
Risks |
| |
|
| 7 |
Case Studies |
| 7.1 |
Social TV in the U.S. |
| 7.1.1 |
Oxygen's "Bad Girls Club" Social Viewing Party |
| 7.1.2 |
MTV Gives Out Moonman Badge |
| 7.1.3 |
ABC and Nielsen's My Generation iPad App |
| 7.1.4 |
Miso and the 2010 FIFA World Cup |
| 7.1.5 |
GetGlue Partners with TV Show "Dexter" For Exclusive Badges and Stickers |
| 7.1.6 |
Verizon Adds Facebook and Twitter Widgets to FiOS TV |
| 7.2 |
Social TV in Europe |
| 7.2.1 |
Monterosa and the "Million Pound Drop" — Dual Screen Experience |
| 7.2.2 |
Twitter TV Show in Spain |
| |
|
| 8 |
Index of Companies |
Table of Figures
| Figure 1-1: |
Benefits of Social TV |
| Figure 1-2: |
Features of Social TV |
| Figure 2-1: |
Four Types of Social Media Platforms |
| Figure 2-2: |
Social Media Depends on Interactivity Level |
| Figure 2-3: |
Social Media: Before, During and After (Post) Events |
| Figure 2-4: |
Regional Options for Twitter's Trending Topics List |
| Figure 2-5: |
The Top 10 Trending Topics on Twitter in the U.S. (August 16, 2010) |
| Figure 2-6: |
Promoted Topic on Twitter |
| Figure 2-7: |
Number of Facebook Users (July 2010) |
| Figure 2-8: |
Number of Tweets Per Day on Twitter (September 2010) |
| Figure 2-9: |
Unique Web Visitors — Google, Facebook and Twitter (Sept. 2009 to Sept. 2010) |
| Figure 2-10: |
Sample Foursquare Badges |
| Figure 3-1: |
Evolution of TV Viewing Habits |
| Figure 3-2: |
Example of "Fringe" with Twitter Feed Overlay |
| Figure 5-1: |
Examples of Clicker Awards and Badges |
| Figure 5-2: |
GetGlue's iPhone Screen Shot |
| Figure 5-3: |
Hot Potato's Website (No Longer Active) |
| Figure 5-4: |
MediaFriends Chat |
| Figure 5-5: |
Badges From Miso |
| Figure 5-6: |
Screen Shots of Orca's "COMPASS" |
| Figure 5-7: |
Philo's iPhone App Screen Shot |
| Figure 5-8: |
Starling's iPhone App |
| Figure 5-9: |
The Tank Top TV Website |
| Figure 5-10: |
Tunerfish Website and iPhone App |
| Figure 5-11: |
Custom Badges From Tunerfish |
| Figure 6-1: |
Report on "Jersey Shore" Tweets From Trendrr |
| Figure 6-2: |
Interest in Social Media Feature on a TV |
| Figure 7-1: |
Viewership Change for Bad Girls Club |
| Figure 7-2: |
Oxygen's Viewing Party Website |
| Figure 7-3: |
Foursquare's Moonman Badge for the 2010 VMAs |
| Figure 7-4: |
ABC's My Generation iPad App |
| Figure 7-5: |
Top 10 Miso Check-Ins During 2010 FIFA World Cup |
| Figure 7-6: |
Badges Earned By Miso Users Watching the 2010 FIFA World Cup |
| Figure 7-7: |
Sponsored "Dexter" Badges From GetGlue |
| Figure 7-8: |
GetGlue Reaches 10 Million Check-In and Ratings |
| Figure 7-9: |
Twitter Integration with FiOS TV |
| Figure 7-10: |
Monterosa's "The Million Pound Drop" Online Game |
| Figure 7-11: |
Twision TV Show in Spain |
Table of Tables
| Table 1-1: |
Social TV Vendors Profiled |
| Table 2-1: |
Top 10 Twitter Users Based on Followers (October 2010) |
| Table 2-2: |
Location-based Social Media Platforms |
| Table 3-1: |
U.S. Pay-TV Operators with iPad Apps |
| Table 5-1: |
Social TV Vendors |
| Table 5-2: |
Clicker |
| Table 5-3: |
ClipSync |
| Table 5-4: |
GetGlue |
| Table 5-5: |
Hot Potato |
| Table 5-6: |
KickFour |
| Table 5-7: |
MediaFriends |
| Table 5-8: |
Miso |
| Table 5-9: |
Orca Interactive |
| Table 5-10: |
Philo |
| Table 5-11: |
Starling |
| Table 5-12: |
Tank Top TV |
| Table 5-13: |
Tunerfish |
| Table 5-14: |
tvChatter |
| Table 5-15: |
Vloop |
| Table 7-1: |
Examples of Case Studies |
Index of Companies Referenced
| ABC |
KickFour |
| AdaptiveBlue |
Logitech |
| Amazon.com, Inc. |
MediaFriends
(Integra5) |
Apple Computer, Inc.
(iPad, iPhone, iPod, iTunes, Mac) |
Microsoft Corp.
(Phone 7, Windows, Xbox 360) |
| AT&T |
Miso |
| Bazaar Labs |
Monterosa |
BBC
(iPlayer) |
MTV |
| Blockbuster Inc. |
NBC Universal |
| Bravo TV |
Netflix, Inc. |
| Cablevision Systems Corp. |
North Bridge Venture Partners |
| CBS |
Ons Telecom |
Cisco Systems, Inc.
(WebEx) |
Optimus |
Clicker Media Inc.
(Clicker) |
Orca Interactive |
| ClipSync |
Oxygen Network
(Oxygen) |
| CNN |
Parks Associates |
Comcast Corp.
(Plaxo) |
PBS |
| Compete.com |
People.com |
| CrunchBase |
PepsiCo, Inc.
(Pepsi) |
| Deloitte |
Philo |
| DFJ Gotham Ventures |
Reddit |
| Digg |
Research In Motion Ltd.
(BlackBerry) |
| DIRECTV, Inc. |
Revision3 |
| DISH Network L.L.C. |
ruwido austria gmbh |
| E! |
Showtime |
| ENIAC Ventures |
Starbucks Corp. |
| EPIX |
Starling |
| Facebook, Inc. |
Starz |
| FastCompany |
Tank Top TV |
| Foursquare |
TechCrunch |
| Fox Broadcasting Company |
The New York Times |
| France Telecom |
The Nielsen Company |
| FremantleMedia |
Time Warner Cable Inc. |
| Frog Design, Inc. |
TiVo Inc. |
| GetGlue |
Trendrr |
| GoldPocket Interactive, Inc. |
Tunerfish |
Google Inc.
(AdWords, Android) |
tvChatter |
| Google Ventures |
Twitaholic.com |
| Gowalla Inc. |
Twitter, Inc. |
| HBO |
Veo7 |
Hewlett-Packard Company
(Palm, Palm OS) |
Verizon |
| Home Shopping Club |
Vestitel |
| Hot Potato |
VH1 |
| Hulu |
Vloop, LLC |
| IFC |
Wikipedia |
| IMDb |
WPP Group |
| IneoQuest Technologies, Inc. |
Yelp |
| Internet Advertising Bureau |
YouGov |
| JWT |
Zagat |
Social TV and the Emergence of Interactive TV (November 2010) is 90 pages and is available in a printed English language edition for $1,995 USD, a PDF single-departmental license for $2,995 USD, and a PDF corporate license is available for $3,995 USD. It is available free as part of MRG's IPTV Tracking Service.
For more information or to order the report, contact Rob Smith at 1-408-453-5553
or rsmith@mrgco.com.
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