Twitter is very good at creating those communities for shows that a lot of people are likely to be watching – a big football match, say, or some reality TV abomination – but if you’re watching something more obscure then there is only a slim chance that somebody else in your Twitter stream is doing the same
"You turn on the TV, your phone is on stand by, and immediately you get a push notification that says 'You're watching American Idol. Want to share this with your friends?' … then 10 minutes in, a performance completes and we deliver … a push notification: 'What do you think of Haley's performance?'"