A new study released by Pulsar, the social data analysis platform developed by Face Group, that deep long-lasting conversations surrounding TV shows is on Tumblr, rather than Twitter. Twitter does provide higher live interactions during the hour that the show airs in generating 621,000 posts versus Tumblr’s 91,00 posts; however, Twitter conversation drops as soon as the credits roll.
The study was conducted in the UK in Fall 2013, tracking discussions surrounding five TV series- Sherlock, Supernatural, Pretty Little Liars, Sleepy Hollow, and Malcolm in the Middle. Pulsar discovered that people talked about the shows more on Tumblr with 7.3 million posts, than Twitter with 3.1 million. The social conversation on Tumblr grows 31% one hour after airtime compared with during airtime.
Another noteworthy discovery is the type of interaction around TV content on Tumblr versus Twitter. Twitter provides an opportunity for users to share their opinions, while storytelling, content remixing, creativity, and fan community dialogue drive 71% of Tumblr TV interactions. Additionally, 41% of television related posts on Tumblr are animated GIFs of key scenes within episodes.
This study will have a lasting impact on Social TV as networks will need to shift their focus to Tumblr, at least when considering long-term engagement.