Second screen experience

Definition

The second screen experience refers to the use of a secondary device, like a smartphone or tablet, while consuming content on a primary screen, such as a television. This practice has become increasingly common as audiences engage with media in more interactive ways, often enhancing their viewing experience through social media interaction, additional information, or related content.

5 Must Know Facts For Your Next Test

1. Second screen experiences can enhance audience engagement by allowing viewers to interact with content in real-time, such as participating in polls or discussions.
2. This phenomenon has been driven by the widespread availability of smartphones and tablets, making it easy for audiences to stay connected while watching television.
3. Many broadcasters and streaming services have created companion apps specifically designed to complement their programming, providing additional content and features.
4. The second screen experience often leads to increased brand engagement, as advertisers leverage this behavior to promote products through interactive advertisements and social media campaigns.
5. Research shows that viewers using a second screen may have better retention of information and a more enjoyable viewing experience due to the added layers of interaction.

Review Questions

• How does the second screen experience impact viewer engagement and attention during content consumption?
  • The second screen experience significantly enhances viewer engagement by allowing audiences to interact with content in real-time. For instance, viewers may participate in social media discussions, polls, or access supplementary information while watching. This multitasking can lead to a richer viewing experience and greater retention of information as viewers are not just passive consumers but active participants in the conversation around the content.
• In what ways do networks utilize companion apps to improve the second screen experience for their audience?
  • Networks utilize companion apps to enhance the second screen experience by providing viewers with additional content related to their programming. These apps can include features like live polling, exclusive behind-the-scenes footage, character bios, and discussion forums. By integrating these elements, networks create an interactive environment that keeps viewers engaged and encourages them to share their experiences on social media.
• Evaluate the implications of the second screen experience on advertising strategies in today's media landscape.
  • The rise of the second screen experience has transformed advertising strategies by compelling brands to create more interactive and engaging campaigns. Advertisers can take advantage of the real-time interaction that occurs during shows by integrating advertisements that prompt viewers to engage through their second screens. This shift encourages brands to develop creative content that not only reaches audiences but also invites them to participate in discussions or activities that extend beyond traditional viewing, fostering a deeper connection between consumers and brands.

Related terms

multitasking: The act of engaging in multiple tasks or activities simultaneously, often leading to divided attention among tasks.

social media engagement: The interaction between users and social media platforms that allows for sharing opinions, thoughts, and reactions regarding content.

transmedia storytelling: A narrative technique where a story is told across multiple platforms, each contributing to the overall narrative while catering to different audience preferences.