The influence of age and gender on social TV acceptance

Social TV refers to the integration of social media platforms with traditional TV viewing, allowing users to interact with content and other viewers in real time. This study examines the acceptance of social TV among Jordanians, focusing on how demographic factors such as age and gender influence this acceptance. A total of 450 social TV users from three Jordanian cities were conducted and analyzed (using PLS-SEM). The results revealed that the results remained consistent with the idea that social TV is acceptable, with a significant effect on the respondents, e.g., they were of active interest in its integration. Gender and age had a significant indirect effect on the acceptance of social TV. This study highlighted that social media and social TV acceptance are closely intertwined.