Survey Finds Only 25% Are Interested in Friends’ TV Viewing Behavior via Social Networks

We’ve got an interesting follow up to our Social TV discussion yesterday. SideReel, a TV watcher community with 10 million monthly unique visitors, has just released the results of their online survey [PR] (sample size: 1,800+). In a nutshell, SideReel found that “Social Media is important, but only for 25 percent of online TV watchers.” And that “Only 10 percent of users want to broadcast what they are watching or want to watch to their friends.” Translation: only 25% like the idea of seeing what their friends are watching, but only 10% are willing to participate — at least that’s what I’m getting out of it.

SideReel also breaks down which services people are using for their Social TV activities. They found that Twitter leads the pack with a 29% share and that “none of the check-in services including GetGlue, Miso, Clicker or Foursquare have significant usage.” Ouch!

Interestingly (or maybe not), SideReel found that users who watch more than 10 hours of video from online sources per week are less likely to be paying for cable TV service, which sounds about right. If you’re watching more than 10 hours a week online, there’s a good chance you’re an ideal “cable cutter” candidate. SideReel also discovered that a good chunk, a whopping 42%, of what people are viewing through their TV connected devices comes directly from Netflix.

Let me just close with this thought. While only 10% say they were interested in broadcasting their TV viewing habits, don’t confuse that paltry percentage with people’s desire to broadcast their opinion (or read others’) on the TV shows or events they are watching. Just like no one wants to read a tweet about which sandwich you purchased at Subway, or which newspaper you’re reading at a cafe… people are generally interested in what’s caught your attention. As I’ve said previously, Social TV is a shared collective experience — not a method to notify friends of which show you just channel flipped to or which online video you clicked play or gave a thumbs up / down on (favorited, maybe).

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Filed in: Content Providers, Industry Buzz, Streaming Media Devices