It’s Official: Sport is Social

The British public is embracing second screening as part of their everyday viewing habits. According to Sky, 75% of people now watch TV with a second connected device in hand. During the Olympics, over 150 million tweets were posted, making it one of the most talked-about events ever on Twitter. It confirms that big sporting events trail only breaking national news for stimulating social networking.

Now, social networking sites are not only being used to discuss programming, but to choose what to watch too. 24% of 18 to 24 year-olds use Facebook and 9% use Twitter to find something to watch on TV. Remarkably, over one in ten of us are now turning on TVs because of what we’ve seen on social media.

According to Broadband TV News, BBC’s iPlayer received a record 196 million views over the Olympics, with almost a fifth coming from mobile and tablet devices. This, along with the Ryder Cup, has given sport 30% of the online viewing market.

Sport is reacting to this too. The Ultimate Fighting Championship (UFC) is the world’s fastest growing sport, and this could well be down to social media and second screening. For example, Head of UFC’s parent company, Dana White, has over 2.2 million followers, and before the main fight, on pay-per-view, supporting events are shown live on Facebook. Sport has always engendered debate, something which second screening and social media can only help to grow. In the weird and wacky world of professional wrestling, WWE recently acquired social networking site Tout, and now regularly uses content from Tout in its broadcast programming.

All of this means sports fans and content providers are using multiple platforms to source, consume, and enjoy more entertainment at once. In this regard, sports content is ahead of the market, but it will surely only be a matter of time before other content providers start to integrate further in this way.

Second screening becomes big business

24% of people are using second screens whilst watching TV, and almost half of all 16-24 years olds use social networks such as Facebook and Twitter to discuss what they’re watching, according to new stats in Deloitte’s new report.

Viewers are interacting directly with the programmes they’re watching, but they’re also increasingly talking about the content within the programme with their friends on social media networks. There is a real opportunity here from those broadcasters and advertisers that react quickly to this growing trend. Advertising specialist YuMe, has stated there is a window of opportunity for them to pitch their wares to a growing connected TV audience, as for now they will interact with the ads out of a simple curiosity.

To make of the most of this, advertisers should therefore be leading the way for consumers, providing interesting and personalised content so that when they do go online using their connected TV, they have something compelling to interact with.

There’s also a huge opportunity for manufacturers to get involved here, and we are seeing a growing number of companion apps becoming available that consumers can use to interact with their favourite TV shows. Integrating social media networks into the viewing experience for example, means viewers can be more engaged with their favourite TV shows, following the relevant hashtags on Twitter and discussing with friends online. 

These latest stats show viewers are becoming more accustomed to using second screens and interacting directly with the programmes that they’re watching. So faced with a more switched-on connected TV audience, the onus is firmly on the TV industry to create a converged first and second screen experience so compelling that it could potentially have more impact than a single screen experience.