Motivations for social TV engagement among Egyptian audiences

This study investigates the motivations underlying social TV engagement among Egyptian audiences, conceptualized as both active participation and passive content consumption. Grounded in the Uses and Gratifications (U&G) framework, data were collected from a sample of 437 Egyptian participants via an online survey. The study assessed users’ engagement behaviors, underlying motivations, and perceived gratifications associated with social television use. Results showed that convenience and social interaction motives were the strongest predictors of active engagement. Usage patterns and information-seeking motives significantly influenced information sharing, while entertainment motives were uniquely associated with passive content consumption. Enhanced usability and accessibility were also linked to higher overall engagement. The findings suggest that increasing social connectivity and entertainment value can meaningfully boost audience engagement in the Egyptian context. This study contributes to the literature by extending the U&G framework to social TV in a non-Western setting and offers practical insights for the development of audience-centered social TV platforms.