How a Television Programme Triumphs in Social Audience: the Case of La Voz

The enormous popularity of social networks and mobile devices has led to a transformation of television, called Social television. The users comment on social media, mainly Twitter and Facebook, television content they are consuming and create a new collective called social audience. Spain is one of the world's leading social audience. The aim of this article is to identify those factors and mechanisms that may be involved in the success of a program in relation to the social audience. Specifically we will study the Spanish version of the talent show The Voice (2012 and 2013), leader in social audience. The conclusions from this paper demonstrate that audience must be involved in the content in order to increase loyalty.