Understanding Users’ Social TV Content using Artificial Intelligence Approach: A Survey

Social networking sits with the rapid technological advancement have changed our concept of TV landscape, as a result of the increased use of artificial intelligence in choosing online content for users’ interaction such as Social TV content in YouTube. With the conceptual of sociability, this paper analyzes the impact of artificial intelligence in choosing Social TV content for Jordanian YouTubers. It aims to understand how respondents interact and attitudes towards Social TV content and its sociability based on artificial intelligence tool. Methodologically, a cross-sectional design survey was used with a randomly selected of 300 Jordanian participants currently having YouTube accounts and prefer watching Social TV on YouTube. Data were analyzed using SmartPls approach. Results indicated a strong, positive relationship between interaction, elements, and digital content and artificial intelligence in Social TV content selection. However, the relationship between interaction and Social TV content selection, and artificial intelligence and Social TV content selection is strongly mediated by the YouTubers. Thus, respondents’ customization of settings enabled artificial intelligence to choose the Social TV content for them.