Abstract: Beyond traditional television broadcast media, people rely on multiple streaming services and social media platforms for entertainment today. Television, as we know it, will continue to experience a drastic shift, not only impacting the way audiences enjoy television programs but also the way television companies determine ratings. In an increasingly social media dependent society, audiences have become more and more fragmented, watching programs on multiple platforms. The current review of literature about social media analytics of television programs has revealed that traditional ratings are not sufficient in gauging audience engagement, and instead, large data sets offered through social media platforms include audience dialogue and interactions as well. To add, social media engagement can impact the ratings of the shows themselves and depending on the content of social media conversations, can lead to negative outcomes such as the cancellation of TV programs. This research aims to understand the specific role social media analytics and big data have played not only in advertising TV programs, but also the way in which entertainment itself has been diversified and recategorized for today’s new market.
Keywords: Subscription video on-demand, Social media analytics, Television, Nielsen ratings, Audience engagement.
Title: SOCIAL MEDIA ANALYTICS AND THE CHANGING LANDSCAPE OF TELEVISION
Author: Noah Kim
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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