Multiscreening and Social TV: The Changing Landscape of TV Consumption in Italy

The explosive growth of handheld screen devices has fostered the emergence of new TV\xc2\xa0consumption practices: "always connected while watching TV" is the expression that best summarizes this\xc2\xa0transformation. On the one hand, we observe multiscreening practices engendered by the availability of second\xc2\xa0screen devices, which people use both simultaneously and sequentially while watching. On the other hand,\xc2\xa0these handheld devices are strengthening the social dimension of the TV-watching experience (Social TV).This paper aims to analyze the diffusion of social and connected television in the Italian market, relying on data\xc2\xa0from the \xe2\x80\x9cOsservatorio Social TV 2013-2014\xe2\x80\x9d (Sapienza University, Rome)