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The popularity of social media television coviewing is growing, but little is known about why people engage in these connected viewing experiences or how they differ from in-person coviewing. This study investigated how engaging in in-person and social media coviewing is predicted by individual differences: emotional contagion, need to belong, and three dimensions of a coviewing orientation scale created for this research (need for company, need for solitude, and audience monitoring). On Amazon Mechanical Turk, 451 people were recruited for an online survey. The mean age was 34.64 years (SD=13.16 years), and 52% of the sample was female. Emotional contagion predicted in-person coviewing only. Need to belong predicted several mediated co-viewing activities. Need for solitude negatively predicted in-person coviewing, but need for company positively predicted in-person coviewing. Results indicate that viewers have different motivations for engaging in various coviewing activities. Findings also suggest that social media coviewing can provide valuable opportunities for social connection among viewers who watch television in physical solitude.
Cohen et al. (Fri,) studied this question.