Viewers are interested in the content and experiences TV networks can provide them for TV-related social media activities. Social media serves as a place to enjoy these features and less as a hub for communicating with friends.

Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so.

Viewers are also more interested in the experiences and content offered by networks and TV shows than communicating with others on social media.

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