Abstract
ABSTRACT Social TV viewing has changed the way individuals watch television content. Interestingly, individuals still engage with virtual co-viewers in an online space while watching television with others in a physically shared space. To address the unique nature of social TV viewing in a physical co-viewing context, the present study distributed an online survey regarding people’s television-watching behavior, particularly in the context of the Super Bowl. Primary results suggest that physical co-viewing enjoyment predicted the information motive for social TV viewing, whereas perceived belongingness to a viewing party in the physical co-viewing setting predicted the entertainment motive for social TV viewing. Social presence functioned as a mediator between the frequency of social TV engagement and social TV enjoyment. Finally, television watching enjoyment was most strongly predicted by physical co-viewing enjoyment.
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