Viacom recently unveiled the results of “Getting With the Program: TV’s Funnels, Paths and Hurdles,” a study conducted in partnership with Latitude exploring how audiences discover, watch and become fans of TV shows. The findings reveal that the proliferation of devices and sources is having a positive impact on viewership and fandom. Additionally, multi-screen viewers (those who used multiple screens and sources) demonstrate a preference for live TV and stronger network loyalty compared to single-screeners (those who only used one screen).
The research involved in-person interviews in Boston and Chicago and online surveys of more than 1,500 U.S. Viacom viewers ages 13-44. The online survey included digital diaries on TV viewing paths, for which respondents listed up to 10 TV programs in the order they watched them “yesterday,” and logged more than 7,000 shows.