A Pulsar report found that the social-TV activity surrounding four episodes of shows was greater on Tumblr than on Twitter based on an 11-day span. Seventy percent of the social mentions of the shows were on Tumblr. Twitter mentions were higher during live airings of the shows, but Tumblr's numbers rose when the five days leading up to and following the shows were taken into account. "They're coming to dive deeper into the characters, create their own storylines, put text over static images -- to create content with a much longer shelf life," says Tumblr's Lee Brown.

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