Social TV viewing during the COVID-19 lockdown: The mediating role of social presence

The COVID-19 lockdown has transformed the way of life for many people. One key change is media intake, as many individuals reported an increase in media consumption during the COVID-19 lockdown. Specifically, social media and television usage increased. In this regard, the present study examines social TV viewing, the simultaneous use of watching TV while communicating with others about the TV content on various communication technologies, during the COVID-19 lockdown. An online survey was conducted to collect data from college students in the United States during the COVID-19 lockdown. Primary results indicate that different motives predict different uses of communication platforms for social TV engagement, such as public platforms, text-based private platforms, and video-based private platforms. Specifically, the social motive significantly predicts social TV engagement on most of the platforms. Further, the study finds that social presence of virtual co-viewers mediates the relationship between social TV engagement and social TV enjoyment. Overall, the study's findings provide a meaningful understanding of social TV viewing when physical social gatherings are restricted.