Twitter is a great companion to TV, and recently the social network acquired two social TV analytics companies. According to a new study though, Tumblr sees more TV-related activity.
The study was commissioned by the Yahoo-owned, GIF heavy social network with the help of Pulsar, a social data intelligence company based out of the UK.
Over an 11-day period in December 2013, updates were analyzed on both social networks around four shows: Supernatural, Sherlock, Sleepy Hollow and Pretty Little Liars.
Chatter around reruns of Malcom in the Middle were also analyzed during the time frame, and here’s what Pulsar found:
- 70 percent of mentions occurred on Tumblr, compared to 30 percent on Twitter
- Tweets spiked while the TV shows were on, but decreased to 3 percent of their peak around 12 hours later
- Tumblr had a slower decline of chatter, seeing 43 percent of their peak 12 hours later
However, Twitter saw more unique users talking about the shows at 1.5 million, compared to 1.4 million for Tumblr.
From Tumblr Global Head of Partnerships Lee Brown:
“[People aren’t] coming just to check in. They’re coming to dive deeper into the characters, create their own storylines, put text over static images — to create content with a much longer shelf life.”
Basically, GIFs. Twitter has always been focused around real-time interaction, which is where it shines for TV, while Tumblr is essentially a blogging platform with more emphasis on the longer haul.