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Yahoo’s multimedia blogging platform Tumblr is already co-operating with Viacom to offer advertising opportunities around top Viacom TV programming, such as the MTV Movie Awards. It also recently commissioned research into its social TV engagement, positioning it as a direct competitor to Twitter.

The Voice USA runs its social TV engagement across multiple other social networks and mobile apps, including Google+, Keek, Pinterest, Snapchat, Tumblr and YouTube, plus Facebook’s Instagram and Twitter’s Vine.

Twitter, Facebook, WeChat and Sony have all launched rival World Cup social TV services.

In its second season, Snapchat's first original program, Good Luck America, averaged over 5 million unique viewers per episode, Axios has learned. The season totaled 29 million total unique viewers globally, 45% more than the prior season. Almost 75% of those viewers are under the age of 25, and over 90% are under age 35.

Adds new digital viewers: Twitter provided an average of 6% incremental reach to TV (meaning it expanded its audience with viewers that are digital-only) for target demographics.

Reaches a young audience: Twitter saw an average of 25% additional digital reach to TV programs amongst adults 18-24.