8.3 Second screen viewing

Second screen viewing has transformed how we watch TV. Smartphones, tablets, and laptops now accompany our viewing, offering interactive experiences and social connections. This shift has created new opportunities for engagement but also challenges for maintaining attention and comprehension.

Content creators are adapting to this trend by developing synchronized apps, interactive features, and exclusive supplementary material. Meanwhile, advertisers are exploring targeted ads and innovative ways to capture viewer attention across multiple screens. The impact on attention, memory, and enjoyment continues to be a subject of ongoing research.

Second screen devices

• Second screen devices are electronic devices used simultaneously while watching television, providing additional content and interaction opportunities
• These devices have become increasingly prevalent in the age of digital media, changing the way people consume and engage with TV content
• The most common second screen devices include smartphones, tablets, laptops, and computers

Smartphones and tablets

Top images from around the web for Smartphones and tablets

• 

  How Consumers Use Their Smart Mobile Devices View original

  Is this image relevant?

• 

  Essentials of social media engagement - Journal of Marketing Management View original

  Is this image relevant?

• 

  How Consumers Use Their Smart Mobile Devices View original

  Is this image relevant?

• 

  Essentials of social media engagement - Journal of Marketing Management View original

  Is this image relevant?

1 of 2

Top images from around the web for Smartphones and tablets

• 

  How Consumers Use Their Smart Mobile Devices View original

  Is this image relevant?

• 

  Essentials of social media engagement - Journal of Marketing Management View original

  Is this image relevant?

• 

  How Consumers Use Their Smart Mobile Devices View original

  Is this image relevant?

• 

  Essentials of social media engagement - Journal of Marketing Management View original

  Is this image relevant?

1 of 2

• Smartphones and tablets are the most frequently used second screen devices due to their portability and convenience
• These devices allow viewers to easily access social media, search for information, and engage with content related to the TV show they are watching
• Examples of popular second screen activities on smartphones and tablets include live-tweeting, checking IMDb for actor information, and participating in show-related polls or quizzes
• The touch screen interfaces and app ecosystems of these devices make them well-suited for interactive second screen experiences

Laptops and computers

• Laptops and computers are also commonly used as second screen devices, particularly for more in-depth research or content creation
• Viewers may use these devices to read articles related to the show, participate in online discussions or forums, or create fan content such as blog posts or fan art
• The larger screen sizes and full keyboards of laptops and computers facilitate more extensive second screen activities compared to smartphones and tablets
• However, the less portable nature of these devices may make them less convenient for use while watching TV in various settings

Multitasking while watching TV

• Multitasking while watching TV has become increasingly common with the rise of second screen devices, as viewers engage in various activities simultaneously
• This behavior can have both positive and negative effects on the viewing experience, depending on the nature of the multitasking activities and their relationship to the TV content
• Some common types of multitasking include social media engagement, searching for related content, and completing unrelated tasks

Social media engagement

• Social media platforms such as Twitter, Facebook, and Instagram have become popular outlets for viewers to share their reactions, opinions, and experiences while watching TV
• Hashtags and dedicated discussion threads allow viewers to connect with others who are watching the same show, creating a sense of community and shared experience
• Live-tweeting during TV broadcasts has become a cultural phenomenon, with viewers providing real-time commentary and reactions to the events unfolding on screen
• However, excessive social media engagement can also distract from the primary content and lead to a more fragmented viewing experience

Searching for related content

• Second screen devices enable viewers to search for content related to the TV show they are watching, such as actor biographies, episode recaps, or behind-the-scenes information
• This behavior can enhance the viewing experience by providing additional context and depth to the story and characters
• Viewers may also search for content that helps them better understand complex plot points, historical references, or technical jargon used in the show
• However, searching for related content can also lead to spoilers or information overload, potentially diminishing the impact of the primary narrative

Completing unrelated tasks

• In some cases, viewers may use second screen devices to complete tasks unrelated to the TV content they are watching, such as checking emails, online shopping, or playing games
• This type of multitasking can significantly detract from the viewing experience, as it divides attention and reduces engagement with the primary content
• Completing unrelated tasks while watching TV may be a result of habit, boredom, or a perceived lack of interest in the show
• The prevalence of this behavior highlights the challenge of capturing and maintaining viewer attention in an age of constant digital distractions

Impact on attention and comprehension

• The use of second screen devices while watching TV can have significant impacts on viewer attention and comprehension of the primary content
• Multitasking and divided attention can lead to reduced understanding and retention of information, as well as a diminished emotional connection to the story and characters
• The cognitive load associated with processing multiple streams of information simultaneously may also contribute to viewer fatigue and decreased enjoyment of the overall experience

Divided attention and cognitive load

• Engaging with a second screen device while watching TV requires viewers to divide their attention between multiple sources of information, which can be cognitively demanding
• The brain's limited capacity for processing information means that attending to one task can come at the expense of another, leading to reduced performance and comprehension
• The more complex or unrelated the second screen activity is to the primary content, the greater the cognitive load and potential for distraction
• Research has shown that heavy media multitasking is associated with decreased ability to filter out irrelevant information and maintain focus on a primary task

Reduced understanding of TV content

• When viewers divide their attention between watching TV and engaging with a second screen device, they may miss important plot points, character developments, or visual cues
• This can lead to a fragmented understanding of the story and a reduced ability to follow complex narratives or appreciate subtle nuances in the content
• Viewers who frequently engage in second screen activities may find themselves asking questions or seeking clarification about events they missed or did not fully process
• The cumulative effect of reduced understanding over the course of a TV series can lead to a diminished overall appreciation and enjoyment of the content

Selective attention and priority

• When faced with competing sources of information, viewers must prioritize and selectively attend to the content they deem most important or engaging
• In some cases, the second screen activity may take precedence over the TV content, particularly if it is perceived as more interesting, relevant, or socially rewarding
• Viewers may also consciously or unconsciously allocate more attention to the second screen during less engaging or slower-paced segments of the TV content
• The ability to effectively prioritize and allocate attention between multiple tasks is a skill that can vary among individuals and may be influenced by factors such as age, media literacy, and personal preferences

Social aspects of second screening

• Second screen devices have transformed the social dynamics of television viewing, enabling viewers to connect and interact with others in real-time
• Social media platforms, online forums, and dedicated fan communities have created new opportunities for shared experiences and collective engagement with TV content
• The social aspects of second screening can enhance the overall viewing experience by fostering a sense of belonging, validation, and cultural participation

Sharing reactions and opinions

• Social media has become a primary outlet for viewers to share their immediate reactions, opinions, and emotional responses to TV content as they watch
• Platforms like Twitter and Facebook allow viewers to express their thoughts and feelings in real-time, creating a collective narrative that evolves alongside the broadcast
• Sharing reactions and opinions can help viewers process and make sense of the content they are watching, as well as gauge the reactions of others in their social network
• This social feedback loop can influence individual perceptions and interpretations of the content, as well as contribute to broader cultural conversations and debates

Participating in online discussions

• Second screen devices enable viewers to engage in more in-depth discussions and analyses of TV content through online forums, discussion boards, and fan communities
• These platforms facilitate longer-form conversations that can extend beyond the initial broadcast, allowing viewers to explore themes, theories, and interpretations in greater detail
• Participating in online discussions can provide viewers with new perspectives, insights, and a deeper understanding of the content they are watching
• These interactions can also foster a sense of community and shared identity among fans, as they bond over their common interests and experiences

Connecting with other viewers

• Second screening has created new opportunities for viewers to connect with others who share their interests and passions, regardless of geographic location
• Social media and online platforms enable viewers to discover and interact with like-minded individuals, forming virtual communities and friendships based on shared tastes and experiences
• Connecting with other viewers can provide a sense of validation and belonging, as individuals find others who appreciate and understand their enthusiasm for a particular show or genre
• These connections can also lead to offline interactions, such as fan conventions, viewing parties, or collaborative creative projects inspired by the TV content

Content designed for second screens

• As second screen usage has become more prevalent, content creators and networks have begun to develop materials and experiences specifically designed to complement and enhance the viewing experience
• These second screen offerings can range from simple social media integrations to fully-realized companion apps and interactive features
• By providing content tailored to the second screen, producers aim to keep viewers engaged, extend the narrative world, and create new opportunities for monetization and brand engagement

Synchronized companion apps

• Synchronized companion apps are designed to provide additional content and interactive features that are timed to coincide with the live broadcast of a TV show
• These apps can offer behind-the-scenes footage, actor interviews, trivia, and other bonus materials that supplement the main narrative
• Some companion apps also include gamification elements, such as challenges, quizzes, or rewards systems that encourage viewers to engage more deeply with the content
• Synchronized apps can help maintain viewer attention and create a more immersive, multi-layered experience that extends beyond the primary screen

Interactive features and polls

• Second screen content can also include interactive features that allow viewers to directly influence or participate in the TV content as it unfolds
• Live polls, voting systems, and choose-your-own-adventure style narratives can give viewers a sense of agency and investment in the outcome of the story
• Interactive features can also provide valuable data and insights for content creators, helping them gauge audience preferences and tailor future content accordingly
• Examples of interactive second screen features include live voting on reality competition shows, crowd-sourced storytelling, and real-time feedback loops between viewers and creators

Exclusive supplementary material

• Second screen platforms can also serve as a destination for exclusive supplementary content that enhances the viewer's understanding and appreciation of the primary TV narrative
• This can include character backstories, world-building lore, alternate perspectives, or parallel storylines that expand the fictional universe
• Exclusive supplementary material can help satisfy viewer curiosity, reward dedicated fans, and create a sense of insider knowledge or privileged access
• Examples of exclusive second screen content include webisodes, digital comics, interactive maps, and virtual reality experiences that allow viewers to explore the world of the show in greater depth

Advertising and second screens

• The rise of second screen usage has created both opportunities and challenges for advertisers seeking to capture viewer attention and engage with their target audiences
• As viewers increasingly divide their attention between multiple screens, traditional TV advertising models have had to adapt and evolve to remain effective
• Second screen platforms offer new avenues for targeted advertising, interactive campaigns, and data-driven insights into viewer behavior and preferences

Targeted ads based on viewing habits

• Second screen devices and platforms enable advertisers to deliver highly targeted ads based on a viewer's TV viewing habits, social media activity, and other online behaviors
• By analyzing data on what shows viewers watch, when they watch them, and how they engage with related content online, advertisers can create personalized ad experiences that are more relevant and effective
• Targeted ads can be served on second screen platforms in real-time, synced with the content of the TV show to create a more seamless and integrated brand experience
• However, the effectiveness of targeted ads on second screens may be limited by factors such as ad fatigue, banner blindness, and viewer resistance to perceived intrusions on their privacy

Encouraging engagement with brands

• Second screen platforms offer new opportunities for brands to engage with viewers beyond traditional 30-second TV spots, fostering deeper connections and loyalty
• Interactive ad formats, such as mini-games, polls, or social media challenges, can encourage viewers to actively participate with brand content and share their experiences with others
• Brands can also partner with TV shows or networks to create custom second screen content that integrates their products or messaging into the narrative world of the show
• By providing value-added content and experiences on second screen platforms, brands can create more memorable and impactful impressions that extend beyond the passive viewing experience

Challenges of capturing attention

• Despite the opportunities presented by second screen advertising, capturing and sustaining viewer attention in a multi-screen environment remains a significant challenge
• As viewers juggle multiple sources of content and stimuli, they may be less receptive to or tolerant of advertising interruptions, particularly if they are not well-integrated or relevant to their interests
• The abundance of online content and the ease of switching between screens means that viewers have more control over their ad exposure and can more easily avoid or ignore marketing messages
• To overcome these challenges, advertisers must strive to create compelling, valuable, and seamlessly integrated second screen experiences that enhance rather than detract from the overall viewing experience

Research on second screen behavior

• As second screen usage has become more widespread, researchers have sought to understand the patterns, motivations, and effects of this behavior on individuals and society
• Studies have examined the prevalence and demographics of second screening, the psychological and social factors that drive this behavior, and its impact on cognitive processing, memory, and enjoyment of media content
• This research provides valuable insights for content creators, advertisers, and policymakers seeking to navigate the changing landscape of media consumption in the digital age

Prevalence and demographics

• Numerous studies have documented the growing prevalence of second screen usage across various demographic groups and regions
• Research has shown that younger generations, particularly millennials and Gen Z, are more likely to engage in second screening compared to older age groups
• Higher levels of education, income, and technological literacy have also been associated with increased second screen usage
• While second screening is a global phenomenon, its prevalence and specific behaviors may vary across different cultural contexts and media ecosystems

Motivations and gratifications

• Researchers have explored the psychological and social motivations that drive individuals to engage in second screen behavior while watching TV
• Studies have identified several key gratifications that viewers seek from second screening, including information seeking, social interaction, entertainment, and self-expression
• Some viewers use second screens to fill perceived gaps or lulls in the primary content, seeking additional stimulation or engagement during slower-paced segments
• Others may turn to second screens as a way to manage cognitive overload or emotional distress, using distraction as a coping mechanism for processing difficult or intense content

Effects on memory and enjoyment

• Research has also investigated the cognitive and affective consequences of second screen usage on viewers' processing and enjoyment of TV content
• Some studies have found that second screening can lead to reduced memory recall and comprehension of the primary content, as divided attention and cognitive load interfere with information encoding and storage
• However, other research suggests that second screening can enhance enjoyment and engagement with TV content, particularly when the second screen activities are closely related to or complementary to the primary narrative
• The effects of second screening on memory and enjoyment may depend on various factors, such as the complexity of the content, the timing and relevance of the second screen activities, and individual differences in cognitive capacity and motivation

Strategies for integrating second screens

• As second screen usage continues to evolve and shape the media landscape, content creators and platforms must develop strategies for effectively integrating and leveraging these devices to enhance the viewing experience
• Successful integration of second screens requires a balance between providing complementary content and features that enrich the primary narrative, while avoiding excessive distraction or fragmentation of attention
• Key considerations for integrating second screens include the timing and relevance of content, the design of user interfaces and interactions, and the need to accommodate diverse viewing preferences and contexts

Enhancing vs distracting experiences

• One of the main challenges in integrating second screens is ensuring that the additional content and features enhance rather than distract from the primary viewing experience
• Effective second screen integration should provide meaningful and relevant content that deepens viewer engagement and understanding, without competing for attention or disrupting the flow of the narrative
• Designers must carefully consider the cognitive load and attentional demands of second screen features, ensuring that they do not overwhelm or frustrate viewers
• Testing and user feedback can help identify the optimal balance between enhancement and distraction, tailoring second screen experiences to the specific needs and preferences of different audience segments

Timing and relevance of content

• The timing and relevance of second screen content are crucial factors in determining its effectiveness and impact on the viewing experience
• Synchronized content that is closely tied to the events and themes of the primary narrative tends to be more engaging and memorable than generic or unrelated material
• Designers should consider the pacing and structure of the TV content when developing second screen features, ensuring that additional content is delivered at appropriate moments and does not interfere with key plot points or emotional beats
• Personalization and customization of second screen content based on viewer preferences and behaviors can also help ensure greater relevance and engagement

Balancing passive and active viewing

• Integrating second screens into the TV viewing experience requires a delicate balance between passive and active modes of engagement
• While some viewers may prefer a more passive, lean-back experience that allows them to immerse themselves in the primary content without interruption, others may seek more active, participatory forms of engagement through second screen features
• Designers should strive to accommodate both viewing styles by providing optional second screen content and features that viewers can engage with at their own pace and discretion
• Offering a range of second screen experiences, from simple social sharing and information seeking to more complex interactive challenges and co-creation opportunities, can help meet the diverse needs and preferences of different audience segments
• Ultimately, the goal of second screen integration should be to empower viewers to create their own personalized, multi-layered viewing experiences that enhance their enjoyment and connection to the content