Only 6% of TV Viewers Discover New Shows Via Social Media

For the connected generation and those living in the digital age, quality content is king. New research focusing on television-viewing trends shows that traditional TV-marketing habits — on-air trailers and channel surfing — are helping viewers discover new shows more so than social media and websites. The survey, conducted by independent analyst Ovum and commissioned by production technology company Avid, tapped more than 3,000 consumers — in the U.S., the UK, Brazil and Germany — to evaluate these trends in the 21st century’s multi-screen environment.

The study found three main things, says W. Sean Ford, Avid’s vice president of worldwide marketing and CMO: A glut of broadcasters and media organizations are leaving money on the table (37% of respondents said they would pay for archived episodes of their favorite shows); 65% said image and audio quality was a key driver of their enjoyment; and there’s been an uncontested rise in multi-platform viewing. Here's an infographic that illustrates some of the research's findings: