Analyzing Second Screen Based Social Soundtrack of TV Viewers from Diverse Cultural Settings

The presence of social networks and computing device in form of secondary screens used in conjunction with television plays a significant role in the shift from traditional television to social television (sTV). In this research, we explore the overall secondary screen usage in terms of four conversation patterns each over different cultural social soundtrack related to different TV shows. We process more than 469,000 tweets from second screens for four popular TV shows from four different countries. The ANOVA test results identify significant differences in overall usage of conversational patterns among viewers for TV broadcast across diverse cultures using second screens.