Dynamic roles of social presence and individual differences in social TV platforms

Abstract

These days, many individuals engage in a unique form of TV viewing that includes a simultaneous act of watching television content and talking about it with others in a mediated environment. This phenomenon is commonly referred to as social TV viewing. Responding to the popularity of this form of TV viewing behavior, the present study examines the individual differences of the social TV viewing experience, particularly with regard to different communication platforms (e.g. private vs. public). Based on the data collected from an online survey, primary findings indicate that extroverted and lonely individuals have different social TV viewing experiences such as preferences for a particular type of platforms for social TV viewing. Further, social presence plays an important role in the understanding of social TV enjoyment in private and public platforms.