Twitter users love TV. They also love to share socially about the TV shows they’re watching, probably because they believe themselves to be influencers that others seek out for opinions about television shows. And the time they tweet about TV the most? When TV shows are airing live.
Those are some of the findings from a new Ipsos MediaCT study of Twitter and TV usage, which Twitter shared on its blog, along with an infographic summarizing the findings. Nielsen is also out with stats about when tweeting happens in relation to TV shows (spoiler: most of it happens during live airings).
Below is the Ipsos MediaCT infographic, with highlights below it, as well as information from the Nielsen report.
The study found Twitter users are more likely than non-Twitter users to have a cable subscription plus watch video content in any format, from broadcast to video clips online.
Twitter users are also more likely to believe they are TV influencers — 50% say people want their opinion about TV shows, versus 26% of non-Twitter users.
Not surprisingly, Twitter users are more likely to share to social media about TV. Just over half — 51% of Twitter users — say they are likely to create social content about TV shows, versus 17% of non-Twitter users.
Not shown on the infographic are two other notable stats. Twitter users are more likely to binge watch (26% versus 11% of non-Twitter users) and use TV apps.
FYI, the study doesn’t appear to have been backed by Twitter — there’s no disclosure of this in Twitter’s own blog post or in the study itself.
But wait — there’s more! Also out is a new study from Nielsen about when TV show tweets happen. The big magnet are live airings of a show. Overall, 68% of weekly tweets about TV shows happen during live airings (which includes three hours before and after a show):
Still, about one-third of tweets happen outside live airing windows. So what are people tweeting about in relation to TV then? Nielsen says most tweets — 46% — are about what people are watching, even if it’s not a live airing. The next biggest chunk — 36% — are tweets about what people are looking forward to watching:
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