While television was once considered a passive activity, mobile technology has since turned media consumption into a busier pastime, with consumers constantly switching from screen to screen as they watch TV programming and movies.

Mutli-screen adoption has shed light on a growing trend among consumers. Mashable describes social TV as the collaboration of technologies surrounding television that promote communication and social interaction related to video content. When consumers watch a a television show, they may discuss it via social media or begin following on of the show's network profiles.

Gartner's recent Market Trends: Second Screen Users Will Drive Social TV Activities report stated social TV improves the viewing experience and allows both content providers and brands to expand their reach, deepen engagement and explore new advertising opportunities on social networks.

"Second-screen devices such as tablets, smartphones and ultrabooks are likely to be the principal force behind social TV experiences as companion apps are increasingly written for that experience," said Michael Gartenberg, research director at Gartner. "A combination of content integration, social interaction and loyalty programs are the key activities that will make up the social TV experience."

Social media creates stronger relationships between consumer and content
According to Gartner, three trends are giving consumers a more integrative social TV experience. The first is the incredible popularity and widespread use of social media sites such as Facebook and Twitter, which allow users to communicate in real time about programming. In addition, brands and networks have capitalized on these platforms with effective social media campaigns, allowing them to approach consumers with a multi-channel mindset.

A separate study by SocialGuide and Nielsen echoed Gartner's statement, as it examined the correlation between TV ratings and Twitter. According to the findings, if a show receives an 8.5 percent increase in Twitter activity volume, its ratings among 18- to 34-year-olds are expected to go up 1 percent.

Apps and rewards programs
Gartner's second significant factor contributing to the growth of social TV is the growing adoption of smartphone and tablet apps that allow users to access additional content beyond the show on their screen. Brands should keep these apps in mind, as they may grow into a greater opportunity for video ads on mobile. 

The final trend is the increasing number of content providers offering consumers incentives programs that provide users rewards for their loyalty by either accessing more content, checking in or using specific phrasing on social media pertinent to the TV programming or ad.