Second Screen Synergy: Exploring the Socio-Economic Impact of Dual Screen Engagement in Television Consumption

Jian Zhang and Fang Liu ()
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Jian Zhang: Ningbo University of Finance & Economics
Fang Liu: School of Economics, Zhongnan University of Economics and Law

Journal of the Knowledge Economy, 2024, vol. 15, issue 4, No 172, 20196-20228

Abstract: Abstract This study delves into the socio-economic implications of second-screen engagement in television viewing, a phenomenon becoming increasingly prevalent in modern media consumption. Utilizing a quantitative approach, this research analyzes the intersection of television viewership ratings and social media interactions, employing metrics such as likes, shares, comments, and hashtag usage to gauge the depth of second-screen engagement. The findings reveal a nuanced relationship between television viewership and second-screen interaction, suggesting that while social media enhances the television experience by fostering a sense of community and shared enjoyment, its impact on viewership ratings is less direct than previously assumed. The study also highlights the challenges of information overload and divided attention, underscoring the need for content creators and advertisers to navigate this landscape with precision. The economic implications for the television industry are significant, suggesting a shift in advertising strategies and content creation to align with the participatory nature of second-screen engagement. This research contributes to a deeper understanding of modern television consumption’s complex dynamics, offering insights for broadcasters, advertisers, and content creators in developing strategies that resonate with evolving viewer preferences and habits. The paper calls for further research, particularly qualitative studies, to explore individual viewer motivations and longitudinal impacts of second-screen engagement.

Keywords: Digital media trends; Cross-platform viewing; Personalized content delivery; Immersive media experiences; Data-driven audience insights (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s13132-024-01945-6

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