22 Mar “Second Screening” When Watching TV Can Enhance Social Connections
MedicalResearch.com Interview with:
Will Wei Wu, PhD student
Leeds School of Business
University of Colorado Boulder
MedicalResearch.com: What is the background for this study?
Response: Imagine watching the latest episode of Succession while texting friends about the dramatic plot twists and checking social media for others’ reactions. Second screen behaviors like this have become ubiquitous, with 83% of Americans using additional devices—like smartphones or tablets—while watching television. Traditionally, second screening has been thought to diminish the viewing experience by dividing attention.
However, our research challenges this view, suggesting that second screen use can actually enhance media consumption when used appropriately. Our study investigates how second screen use (using smartphones or tablets while watching media) influences viewers’ feelings of social connection and likelihood of repeat viewing.
MedicalResearch.com: What types of shows are commonly group shared?
Response: Group-shared shows are typically those where watching together with others is a key part of the experience. Major live events like the Super Bowl and political debates are perfect examples. For these shows, sitting in the same room with friends or family, reacting together to big moments, and sharing the emotional ups and downs is just as important as what’s happening on screen.
MedicalResearch.com: What are the main findings?
- When viewers watch alone, second screen use increases social connection, leading to increased repeat viewing.
- When viewers watch with others, second screen use decreases social connection, resulting in decreased repeat viewing.
MedicalResearch.com: What should readers take away from your report?
Response: Second screens can enhance the viewing experience by fostering social connection when viewers are alone but detract from it when viewers are with others. This insight has significant implications for content creators and marketers. Broadcasters and content creators, such as TV networks or YouTubers, could promote second-screen use by encouraging viewers to interact with online communities while watching. Strategies might include displaying hashtags, creating show-related forums, or involving celebrities in social media posts. Meanwhile, streaming services could integrate socially connecting features into their interfaces, such as live chats, real-time polls, or gamified experiences, to strengthen viewers’ sense of connection. By encouraging audience communication and brand community interaction, content creators can leverage second-screen use to enhance engagement and retention. For viewers, the key takeaway is simple: If watching alone, using your phone to engage with on-topic content can boost your sense of connection and enjoyment.
MedicalResearch.com: What recommendations do you have for future research as a results of this study?
Response: Future research should explore how second screen use differs between live broadcasts versus on-demand viewing. When viewers watch pre-recorded content, it may diminish their ability to connect with other viewers in real time (e.g., because they are replying to old posts or having time-delayed conversations), which would reduce the benefits of second screen use in this context. Researchers might also examine how content pacing affects second screen impact, considering whether fast-moving content or programming with advertising breaks creates different opportunities for second screen engagement. These natural breaks will determine how much “down time” consumers have to browse their second screens and thus how much influence those devices have on consumers’ viewing outcomes.
MedicalResearch.com: Is there anything else you would like to add? Any disclosures?
Response: We would like to express our gratitude to the Marketing Science Institute for their generous grant support. There are no conflicts of interest to disclose.
Citation: Wu, W.W., Powell, E.R. and Barasch, A. (2025), How Second Screens Shape Consumer Experiences: The Role of Social Connection on Repeat Viewing. Psychology & Marketing. https://doi.org/10.1002/mar.22175
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Last Updated on March 24, 2025 by Marie Benz MD FAAD