The Value of the Second Screen

The Value of the Second Screen [Infographic]

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Earlier this year an article in Mashable asked: When Did the ‘Second Screen’ Become a Thing? The answer (more or less)? In April 2010, when Apple released the iPad, networks began introducing “social TV applications”, and the second screen began to emerge as more than just an afterthought.

The term “second screen” refers to the use of smartphones, tablets, and PCs in conjunction with a main entertainment medium. The earliest concept of a second screen — watching TV on one screen while accessing additional info on another — isn’t new, the article explains. What’s different today are the apps and programs that meaningfully link mobile devices with the big screen.

That’s where broadcasters and marketers are interested in placing content. By 2020, iMedia Connection predicts that Social TV will be an $8-$12 billion business. The challenge they have, as described by Social@Ogilvy, is a “balancing act taking place between engagement, distraction, and purchasing behavior.”

No longer are we fully immersed in what we’re watching; we’re supplementing the experience with search engine queries for odd facts about what we’re watching, then updating others about it. A recent Search Engine Watch study with Topsy showed that people using second screens for social media while watching live TV are:

  • Willing to engage in public Twitter conversations with brands.
  • Interested in links shared on the show hashtags.
  • Starting new public conversations based on the show, using their own hashtags.
  • Ready to check into a show on GetGlue.
  • Proud to be featured in the show.

The folks at Wowza Media Systems put data from their high-performance media server and video streaming software into this infographic to highlight the growth of the second screen.

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