The Second Screen Experience
One of the largest phenomena within the media and entertainment industry has been the introduction of second screen apps. The interaction of connected devices to enhance and engage audiences during live events, TV, and films offers viewers an engaging experience. In late 2013, IDC surveyed consumers and reported that 63% of respondents kept their smartphone with them for all but 2 hours a day.
Simply put – ‘second screen’ is the experience of leveraging your smartphone or tablet to engage with, and enhance the viewing experience. This can come in the form of trivia, video clips etc… Networks are looking to offer a synchronized experience with content, so that viewers can engage in real time versus watching programming days after the initial broadcast.
The implementation of companion apps for shows hasn’t quite taken off yet. GFK statistics indicate that only 15% of viewers are leveraging their smartphone or tablet to engage with the second screen experience. As consumers do start to realize the availability of second screen experiences, that statistic will no doubt increase.
In September of 2013, Twitter updated their iOS and Android applications to include search filters that cover television shows. Twitter users can then quickly access Tweets around the show, and when it will be airing next. This is a great move for Twitter as it offers an advertising stream, as well as an engagement channel for the networks.
During the same month, Shazam made its first foray into the enhanced TV experience with the help of Jimmy Kimmel and musical guest the Lumineers. During the airing of the show, any of Shazam’s 375 million users were able to use their mobile device to gain access to free tracks, as well as purchase music whilst also providing information on show guest, and view other content via YouTube.
Other networks jumping on board with offering viewers included AMC- who chose The Killing, Breaking Bad and The Walking Dead to provide an enhanced synchronized experience. In conversation with The Wall Street Journal, Mac McKean said that usage for second screen has been into six-figures during an episode, and over a million through the course of a season.
We see a lot of opportunities for networks to engage users by offering update deleted scenes, additional content, merchandising, interaction with actors and athletes. Given the space is still being carved out, content providers will continue to push the boundaries of viewer involvement.
One challenge that remains critical to the success of the second screen experience during live programming is TV advertising. Now offering up ads as part of the second screen remains an option, but we have concerns around the impact of that experience.
As we begin 2014, we predict that second screen will continue to gain traction with users, as networks promote the technology as a means to offer a simultaneous engaging experience from live TV shows to sporting events, and film.
If you’re interested in getting more information on second screen or other media solutions, reach out to discuss how we can help you offer the most engaging experience possible for your viewers.
