The Power of Second Screening: Engaging TV Viewers With Companion Apps

TV audiences are more connected than ever, with most viewers using their mobile devices while watching. Broadcasters can turn this behavior into an opportunity, enhancing engagement and creating new revenue streams.

This blog post explores what is second screening, why it matters, the key features of companion apps, and how broadcasters can monetize them effectively.

We’ll also share real-world case studies from top TV shows and networks that have successfully integrated second screening and companion apps into their strategy.

Content

Click on the heading to jump right into the chapter.

• What is Second Screening
• What are Companion Apps
• Why is Second Screening Important for Broadcasters
• Features of Companion apps
• Monetization Strategies: How Companion Apps Generate Revenue
• In-App Votes: Aggregated numbers from Choicely cases
• Second-Screen Strategy: Owning the Audience Relationship
• Case Studies: How Broadcasters Are Winning with Companion Apps
• Conclusion: Why Companion Apps Are Essential for Broadcasters

What is Second Screening?

Second screening means viewing content on one device and using another device at the same time. It’s most commonly referred to watching TV while using a mobile device at the same time: especially to access supplementary content or companion apps.

What are Companion Apps?

A companion app enhances viewer engagement by offering interactive features that keep audiences actively involved while watching TV shows. It provides real-time information and additional content accessible on mobile devices, enriching the experience with elements like polls, live updates, and behind-the-scenes content.

Why is Second Screening Important for Broadcasters

Today second screening behavior is the norm.

85% of U.S. consumers use their mobile devices while watching television (eMarketer 2017). 79% of second screeners use smartphones.

Overall, mobile device usage dominates consumers’ media consumption. Mobile devices are used around 4 to 5 hours a day on average, while TV is viewed about half of that time. Gen Z consumers spend even more time on mobile: over 6 hours.

90% of the time spent on mobile devices is spent on native apps – instead of browsers.

These numbers present a strong case for companion apps.

For broadcasters, expanding their reach on the second screen is a great opportunity to win a bigger share of their audience’s attention. This approach can also increase the stickiness of their core content.

Furthermore, academic studies on second screening have proven that…

1. Higher online viewer engagement increases the audience size during ad breaks
   
2. Companion apps improve viewers' comprehension and memory of TV content
   
3. Companion apps enhance viewer engagement in group settings, especially among younger audiences

Features of Companion apps

Some of the key features for Companion apps include:

• Behind-the-scenes content (videos, VIP interactions, exclusive content)
• Social media and video service integrations (for a constant stream of fresh content)
• Live voting (e.g., who stays in a reality show).
• Real-time audience ratings (interactive feedback on performances)
• Gamification features (quizzes, leaderboards, user-generated content)

Companion apps also provide various monetization features and opportunities that we’ll discuss in the next chapter.

Monetization Strategies: How Companion Apps Generate Revenue

Companies are increasingly leveraging monetization opportunities of apps.

In-app purchase and advertising revenues grew rapidly in non-gaming apps, according to AppsFlyer’s “Top 5 app marketing data trends of 2024 and predictions for 2025”.

The growth was strong especially in entertainment apps where in-app purchase revenues grew by 38% and in-app advertising (IAA) revenues by 51%.

With access to a large audience, broadcasters have an excellent opportunity to monetize their companion apps and turn a profit.

Here are some of the most common monetization models:

• In-App Voting & Purchases:
  • Users can buy votes via in-app purchases (Apple and Google take only 15% commission, lower than SMS fees)
  • Native and easy way to purchase votes in mobile apps
  • Accessed through customers’ App Store & Google Play accounts
  • In-app purchases enable selling other kinds of digital products as well
• In-App Advertising:
  • Integrate ad services directly to the app
• Sponsorships:
  • Sell sponsorship placements within the app
• Lead Capture & Data Collection:
  • Run high-conversion interactive campaigns (sweepstakes, contests)
  • Collect first-party user data for audience insights and marketing
• Merchandising & Ticketing:
  • Direct e-commerce integration for merchandise sales and event tickets
• Premium Subscriptions
  • Exclusive paid content within the app

In-App Votes: Aggregated numbers from Choicely cases

Choicely has had several cases with our customers where In-App Votes have been sold: enough to make some generalizations of the data. Let’s have a look!

• 3–10% of app users pay for votes
• Average spend per voter: $3–20$

The table shows that in-app votes can be a formidable source of revenue. Broadcasters can reach up to six-to-seven-figure revenues, depending on the market sizes, app adoption rates, app conversion rates and the average revenue per user.

Second-Screen Strategy: Owning the Audience Relationship

Practically every show competes for second-screen attention.

This holds true especially for live shows and sports events because of the live component; people like to engage and interact with each other while the event is happening.

Let’s do a comparison between different platforms you can use for your second-screening strategy.

Social media platforms

Pros:
✅ Social media platforms are popular among consumers
✅ They offer a relatively easy way to engage with the audiences
✅ The platforms provide a high quality user experience

Cons:
❌ Social media platforms don’t give any ownership to data
❌ They monetize broadcaster content
❌ They offer a means for real-time dialogue – but only with a fraction of the followers
❌ The platforms demand for investments to gain a larger reach

Websites

Pros:
✅ Website are a natural way to communicate your brand to the audience
✅ Every broadcaster has their own website by default
✅ Websites also do provide ownership to all of the data they produce

Cons:
❌ Websites aren’t as feature-rich as social media platforms or native apps, and don’t provide as premium of a user experience
❌ Websites represent one way communication
❌ The access to websites is cumbersome through browsers and search engines

Mobile apps

Pros:
✅ Apps deliver high quality user experiences
✅ They provide full data ownership
✅ Apps facilitate real-time dialogue
✅ You can integrate apps with your other digital channels, like your website and social media

Cons:
❌ Apps are traditionally seen as expensive and cumbersome to operate, although this is changing thanks to technologies like Choicely app builder

Without a broadcaster-controlled engagement tool, viewers would shift to third-party platforms like YouTube, TikTok, and social media.

It’s also wise for broadcasters to control their audience engagement rather than relying solely on those third-party platforms.

For direct engagement, data collection and monetization, companion apps provide an excellent solution.

Case Studies: How Broadcasters Are Winning with Companion Apps

We’ve achieved great success stories together with our customers. Here are some of the most notable case studies.

The Eurovision Song Contest

The Eurovision Song Contest is the world’s largest live music competition with over 160 million viewers. In 2022, the Eurovision Song Contest was looking for a new app partner: a specialized one that could help them continuously develop their app. The Eurovision organization wanted to expand the app usage beyond event weeks into year-round engagement.

Choicely was selected thanks to the unique no code platform approach that provides flexibility and quickness in app updates. The app was rebuilt and introduced lots of new features. The official launch was in 2023. The app reached 2.5 million users in May, around the time when the live shows aired. The peak traffic during the final was massive, but the app performed reliably throughout.

The app features

• real-time news section with integrated content from the CMS
• integrated YouTube feed
• ticketing platform integration
• interactive scoreboard where fans can share their own favorites
• merchandise store integration
• and much more

“We were looking for a specialized partner who enables us to develop our app with speed and flexibility, so we can better serve the Eurovision fans across the globe. We definitely got all of that in Choicely, and more”

-Dave Goodman, ESC Digital and Communications Manager, EBU

Learn more about the Eurovision Song Contest app case study

Love Island

Love Island is a globally recognized reality TV show produced by ITV Studios. The show relies on audience participation, with viewers voting on who stays, who couples up, and who gets eliminated. To keep up with the fast-paced nature of the show, Love Island needed a reliable, high-performance Companion app that could handle real-time voting and fan engagement without interruptions.

Choicely was selected as the app partner due to its no-code platform, allowing fast updates, flexibility, and seamless integration with the show's dynamic format. The first Love Island app built with Choicely launched in Finland in 2019, followed by successful implementations in Italy, Czech & Slovakia, and other markets. The app became a central part of the viewing experience, keeping fans engaged on mobile while watching the show.

In the Czech & Slovakia edition, the app saw 370,000+ downloads in its second season, doubling the first season’s numbers. Love Island Finland’s first season reached 140,000+ downloads, and across all editions, engagement rates and session times have been exceptionally high.

The app includes:

• Real-time voting for eliminations and recouplings
• News updates and contestant bios
• Embedded video content and broadcaster integration
• Merch store for Love Island-themed products
• Countdowns to key events and live votes

“A+ experience with a very flexible team that always delivers.”
— Tomáš Fišer, Executive Producer, TV Nova / Love Island Czech & Slovakia

Learn more about our collaboration with the Love Island franchise

Dancing with the Stars Finland

Dancing with the Stars is one of the world’s most successful reality TV formats, licensed in over 75 countries. In Finland, the show is produced by Banijay Finland and has captivated audiences with its mix of celebrity performances, professional judging, and live viewer participation. To enhance the audience experience, Banijay partnered with Choicely in 2022 to develop a companion app that would offer real-time engagement and exclusive content.

The Dancing with the Stars Finland app launched in less than two months and has been used for three full seasons. The app provides a seamless second-screen experience, allowing fans to vote, interact, and access exclusive content beyond the TV broadcast. During the 17th season in 2024, two major new features were introduced: In-App Voting, offering an alternative to SMS and phone call voting, and Star Panel, a fan-driven rating system where viewers score performances across five categories.

The app features:

• Live voting directly impacting competition results
• Star Panel ratings, displayed in live discussions and post-show segments
• Exclusive polls and fan competitions
• Social media-style video stories and interactive push notifications

"With the help of Choicely, the app allows the Dancing With The Stars universe to expand and lets the audience really dive into an exclusive world of content and engaging features."

— Rasmus Liestøl, Digital Producer, Nordisk Banijay

Learn more about the Dancing with the Stars app and our collaboration

RÚV Broadcaster app & Icelandic Eurovision Qualifying vote

The Icelandic National Broadcasting Service (RÚV) launched a new Entertainment App in 2023 to bring interactive engagement to its TV and radio audiences. With voting, polls, and ratings, the app became the home for RÚV’s entertainment programs, offering fans a seamless second-screen experience.

One of the app’s biggest successes was its impact on Eurovision voting in Iceland. Previously, 30–40% of the population – especially younger viewers – couldn’t participate due to restrictions on SMS and phone call voting. In 2023, RÚV introduced In-App Voting through the app, giving all viewers a chance to vote. As a result, Iceland’s Eurovision qualifier saw the highest total vote count in history.

The app has also been used for major sporting events, including the World Cup of Handball, where fans could rate players after each game. RÚV plans to expand the app’s interactive features, hosting votes on topics such as "Person of the Year" and "Best Christmas Song."

The app features:

• In-App Voting for Eurovision and national competitions
• Interactive fan ratings for live sports events
• Polls and audience panels for entertainment programs
• Agile content management, allowing quick activations

"The Choicely app is like a Swiss army knife for us. It will dramatically change the way we engage audiences – becoming one of our most important channels for listening to what our users have to say."

– Einar Logi Vignisson, CEO of RÚV Sales

Learn more about our collaboration with RÚV

Conclusion: Why Companion Apps Are Essential for Broadcasters

Companion apps are transforming audience engagement and revenue generation for broadcasters. By integrating interactive features such as live voting, polls, and exclusive content, these apps deepen viewer participation, keeping audiences more connected to the show.

Younger demographics, accustomed to high-quality interactive digital experiences, are particularly drawn to companion apps. The seamless design and engaging features of the apps make them a natural extension of the viewing experience. Broadcasters have a unique promotional advantage – for example, when a live TV host directs viewers to an app, traffic surges instantly.

From Choicely’s case studies, the financial impact is clear: revenue generated by companion apps has consistently covered, if not exceeded, the annual app costs. In some cases, apps have unlocked completely new voting audiences, increasing total participation. Additional interactive features drive transactions and deeper engagement, while offering free ways to participate ensures a higher adoption rate.

Companion apps don’t just enhance engagement – they increase traffic to SVOD platforms, providing a direct link between live programming and digital services. More than just audience engagement tools, companion apps are revenue drivers that broadcasters should integrate into their core strategy.

Learn more about Companion Apps