Even with a TV on, mobile still grabs hold of our attention. Looking up something related to what we’re watching (71%) and messaging friends and family about what we’re watching (41%) are among the top reasons for multi-device use.
This behavior emphasizes the importance of a marketing strategy that has grown in importance—arguably, toward the point of being non-negotiable—ever since smartphones were introduced: mobile-friendly user experiences.
For artists and their teams, the tasks involved here can be as simple as optimizing music videos for social channels or as intricate as re-designing e-commerce stores to display just a couple of elements on-screen at a time.
Due to Shazam and Google lyric licensing, TV shows and commercials can also be a major driver for music discovery. To take advantage of search traffic for a compelling sync, a funnel that nudges people toward a social follow or streaming play in search results should be in place.