According to a new survey, Twitter, Inc. (TWTR) is influencing our TV habits more than we might care to admit. Fool contributor Tim Beyers explains the implications for investors in the following video.
Twitter and Twenty-First Century Fox (FOXA) commissioned the study in concert with the Advertising Research Foundation. Of the 12,577 respondents interviewed, 76% of those who recalled seeing a TV-related tweet searched for a show. Another 78% took a related action such as clicking a hashtag and 77% said they navigated to programming after engaging with a show on Twitter.
The study's findings are good news for all who engage in broadcasting original content, especially those with active social media efforts. The CW's Arrow, for example, regularly tweets during and after episodes, while star Stephen Amell keeps fans engaged with an active Facebook page.
For Twitter, the study reflects its growing influence on what we consume. Networks know it, too. Comcast (CMCSA 1.00%) began working with the microblogger in October, creating a "See It" button to make it easier for viewers to go from Twitter to video snippets or even whole episodes. Nielsen Holdings introduced Twitter TV ratings right around the same time.
Add it up, Tim says, and you've got the makings of an entirely new ecosystem for discovering, discussing, and even watching TV. A disruptive breakthrough that could change how Hollywood markets its new shows and how Madison Avenue spends advertising dollars that used to go to weekly magazines such as TV Guide.
Now it's your turn to weigh in. Do you think Twitter will glean value from its growing relationship with Tinseltown, or is it just more hype intended to disguise deep flaws in the business? Leave a comment to let us know where you stand and whether you would buy, sell, or short Twitter stock at current prices.