92% Twitter users watch TV shows based on feeds

A majority of Twitter users watch TV shows based on what's in their feed, a new study has revealed.

In a new study by Fox, Twitter and the Advertising Research Foundation, it was found that about 92 percent of Twitter users take immediate action around a given show based solely on what's in their feed.

According to Mashable, the research found that the Twitter audience prefers its TV tweets coming from actors, hosts, judges and contestants.

It was found that official show handles ranked third with 18 percent preference, followed by onscreen talent at 40 percent and friends/family at 26 percent.

The study revealed that 77 percent, of those exposed to TV-related tweets have taken immediate action around a given show whether that's tuning in for the first time, revisiting a show they've dropped, changing the channel or searching for ways to watch the show online.

The study examined more than 12,000 active Twitter users over a two-week period, blending self-reported media exposure and behavioral data.

The report said that the study is particularly important for advertisers who can use the data to analyse consumers' preference for brands, who sponsor particular shows and the impact of on-air ads on them.