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This study aimed to identify factors that influence intention to engage in social TV. To that end, this study developed and tested a conceptual model that integrates content–, interpersonal–, and medium–relational factors. A survey of 275 college students in the United States suggests that individuals’ relationships with their contacts on an SNS, relationships with the SNS, affinity for viewing television programs, and preferences for certain types of television program genres predict engagement in social TV.

Recognizing the multiplatform and individualized video viewing environment, this study conducted focus groups to delve into reasons behind the choice and use of television over other types of video platforms, and the motives for using social television. The results suggest that the focus group participants feel affection for television as a medium itself — a feeling that is independent of the content available on television. The motives for seeking social television include a sense of community, social bonding with existing networks, reinforcement of an online persona, entertainment, information sharing, social movement, self-documentation, and incentives.

Through content analysis of messages posted on Twitter, we categorize the types of content into a matrix — attention, emotion, information, and opinion. We use this matrix to analyze televised political and entertainment programs, finding that different types of messages are salient for different types of programs, and that the frequencies of the types correspond with program content. Our analyses suggest that Twitter picks up where formal social television systems failed: people are using the tool to selectively seek others who have similar interests and communicate their thoughts synchronous with television viewing.