Yesterday’s news that Instagram has surpassed Twitter in mobile users is noteworthy for social TV.
Data from E-Marketer revealed Instagram has 35 million U.S. mobile users while Twitter only has 30.8 million (Twitter still leads Instagram by 40 million active users).
But the change atop the mobile leaderboard is interesting, as Twitter has increasingly become the dominant complementary platform for TV watchers. Popular shows integrate the platform more than ever, blending it into their real-time productions, while also using it to communicate with viewers in between episodes and seasons.
But more and more TV executives have begun tweaking their content for a more mobile-minded audience as smart phone second screen use rises.
If Instragram continues its trend as the preferred platform for social mobile users, it will be worth watching how TV shows react, and whether they increase their engagement with fans, during and in between their shows, on Instagram—ultimately at Twitter’s expense.