Twitter last week released research showing that two-thirds of superfans watch more than three hours of TV per day, and 60 percent of those fans tweet about what they’re watching. These superfans also tune into live TV broadcasts more than regular Twitter users.
The research, conducted in partnership with Vizeum and Denstu Aegis Network, also found that social platforms like Twitter play a large role in how superfans watch TV; 61 percent of superfans use these platforms to share their thoughts after a show, 60 percent watch video clips, and 57 percent follow hashtags to see what others are saying.
Social also factors heavily into how superfans discover new content. 60 percent of them credit video previews and friends’ posts on social platforms for motivating them to tune into a new show. And, when superfans lock into favorite shows, they want to know everything about the programs. 57 percent of these fans said that they want to be the first to “know the latest” about their favorite shows.
Because of Twitter’s prominence in the social TV conversation, the company continues to roll out advertising products like show-specific targeting and ‘retweet to remind’ that enable marketers and networks to better target these superfans.