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The Social TV Viewer
KTH, School of Computer Science and Communication (CSC).
2013 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis is a qualitative study conducted for Ericsson ConsumerLab which

explores the phenomenon of Social TV consumption from the perspective of its

adopters. Through a series of in-depth interviews it explores the phenomenon,

investigating both how and why TV consumers are using social media to talk

about TV content while watching it.

The findings of this thesis include numerous insights about the viewing behavior

associated with synchronous Social TV, covering several different aspects: Driving

forces, the context in which Social TV viewing takes place, the features of the

content being consumed, with whom and how Social TV viewers are interacting

with each other, identified barriers and needs, as well as perceived effects on the

TV viewing experience.

It becomes evident that TV viewers consider the act of watching TV as a highly

social activity, seeking to share it with other like-minded individuals, using social

media to recreate the experience of watching together as a co-located group. The

adoption of second screen devices, such as the smartphone, are identified as

important triggers, as they are making it increasingly more easy for viewers to

engage in social interaction. This is inevitably also pushing viewers to a converging

use of devices.

Content-related and real-time social activities are found to be highly value-adding

to the TV experience, making it more fun to watch TV by introducing the notion

of interactivity. As will be shown in this thesis, this is ultimately driving

consumers to watching more content ”live” (according to the TV schedule),

rewatching already consumed content and even to a new appreciation for

commercial breaks.

Abstract [sv]

Detta examensarbete består av en kvalitativ studie som görs på uppdrag av

Ericsson ConsumerLab. Syftet är att utforska fenomenet Social TV-konsumtion

utifrån ett användarperspektiv. Genom kvalitativa intervjuer utforskas fenomenet

genom att undersöka både hur och varför TV-konsumenter använder sociala

medier för att prata om TV-innehåll parallellt som det konsumeras.

Examensarbetet ger upphov till flera insikter om det aktuella tittarbeteendet, där

flera viktiga aspekter täcks in: Drivkrafter, sammanhang där man finner

fenomenet, med vilka och hur Sociala TV-tittare interagerar med varandra,

barriärer och behov, samt påverkan på TV-upplevelsen.

I studien blir det uppenbart att TV-konsumenter allmänt identifierar TV-tittande

som något fundamentalt socialt, där man ofta söker likasinnade att dela

upplevelsen med och där sociala medier används just för att återskapa känslan av

att titta tillsammans med andra. Sekundära skärmar, som t.ex. smarta

mobiltelefoner, agerar då ofta som utlösare, då dessa gör det mycket lättare för

TV-tittare att interagera med varandra. Detta driver även i slutändan konsumenter

till att allt oftare använda flera mediaenheter parallellt vid konsumtion av innehåll.

Detta examensarbete påvisar även det mervärde som Sociala TV-tittare upplever

av att i realtid kunna interagera med varandra om TV-program, som t.ex. att det

blir roligare och mer interaktivt att se på TV. Det är detta mervärde som slutligen

även driver TV-konsumenter till att se alltmer TV-innehåll ”live” (tablålagd TV),

titta på program man redan sett, och till och med till en ny uppskattning av

reklampauser.

Place, publisher, year, edition, pages
2013.
Series
Trita-CSC-E, ISSN 1653-5715 ; 13:107
National Category
Computer Science
Identifiers
URN: urn:nbn:se:kth:diva-138000OAI: oai:DiVA.org:kth-138000DiVA: diva2:680168
Educational program
Master of Science in Engineering - Computer Science and Technology
Supervisors
Examiners
Available from: 2013-12-17 Created: 2013-12-17 Last updated: 2013-12-17Bibliographically approved

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