Part Two of Joint Research Project Finds Top Show RunnersSee
Great Potential in Second Screen Viewing
The report, presented today during a panel session at NATPE||Miami, shows that nearly all participants view Second Screen as an inevitable part of the future, and see tremendous potential in content designed for synchronous viewing, the simultaneous usage of both a primary screen and second device, as well as asynchronous viewing. Findings show that while some believe there are strong opportunities for synchronous viewing going forward, producers are still searching for the best solutions to optimize technology to create a seamless experience for the viewer. Second Screen content designed for synchronous viewing does not currently have unanimous support among show runners beyond sports, reality shows and news. These findings align with those from Part One of the study, which found the majority (72 percent) of consumers who access synchronized Second Screen content say it is appropriate only for certain kinds of shows.
Nineteen producers representing a cross section of the industry – including drama, comedy and reality programming – participated in 30-minute interviews with
Second Screen a Tool to Drive Primary Screen Viewing
Most study participants said they are excited about the opportunities Second Screen content will provide creators, from building and sustaining a brand to providing a more meaningful connection between viewers and content. They view the Second Screen largely as a tool to drive viewers back to First Screen content. This view parallels the findings of Part One of the research study, which found that 63 percent of consumers accessing synchronized content on the Second Screen say it makes them feel more connected to the shows they are watching. Producers gave Twitter and IMDB high marks for being the most effective live, Second Screen viewing experience for all genres, allowing viewers to replicate the experience of watching a program with a large audience or even the show’s actors.
"The results of this research, along with the findings on the consumer technology side that were presented at CES, offer a truly ground-breaking look at the opportunities and challenges we face with the Second Screen phenomenon,” said NATPE President and CEO
“Phase One of our joint research project helped identify key areas of consumer interest in engaging in the Second Screen experience,” said CEA President and CEO
Unlimited Opportunity in Asynchronous Content
There is consensus among the producers and creators interviewed that content not meant for live viewing presents an additional Second Screen opportunity to maximize and extend their brand. While opinions about Second Screen are mixed, nearly all agree that, if done properly, Second Screen offers a significant opportunity to grow and sustain audiences around appointment viewing television, and to increase viewer loyalty.
Additionally, the producers and creators surveyed found that the Second Screen enhances the viewing experience in a number of ways: building social currency among viewers; making viewers feel special; bringing about a deeper experience with the primary content; creating a shared viewing experience and sense of community among fans; and maintaining a show’s relevance by offering viewers a platform to continue to interact and talk about the program, even when it’s not on air.
Resources, Technology are Key Challenges – and Opportunities
Along with the issue of Second Screen comes the demand for resources to create meaningful, high-quality content. Most respondents say there is not enough time, talent or funding at this point to give the Second Screen the attention it and the audience deserve, and they struggle with using technology to create an immersive experience. Also, show runners have concerns that real-time viewing on both screens will pull attention from the primary content, leaving viewers with a disjointed experience, which could hurt the brand. They don’t want to neglect First Screen material to create Second Screen content if it’s not going to be truly complementary – and not just promotional – particularly as they seek ways to monetize the Second Screen experience.
Despite the obstacles, the show creators and producers see opportunities for the Second Screen to:
The executive summary of the survey results is available for media upon request and the complete report will be available for free to NATPE members who email firstname.lastname@example.org with subject line “2nd Screen TV Viewing Research Request” (make sure to include your full name and company), and to CEA member companies at members.CE.org. Non-members can purchase the study for
About NATPE||Content First
Celebrating more than 50 years of service to the ever-evolving global television industry, NATPE continues to redefine itself and the services it provides to meet the needs of its members and the industry. What has remained constant is NATPE’s commitment to encouraging the growth and supporting the success of video content development, creation, production, financing and distribution across all platforms.
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