Live, laugh, lotus: Why group texting during ‘The White Lotus’ feels so good
As the latest season of“The White Lotus” unfolds, fans are glued not just to their screens but also to their phones—texting friends about theories, sharing memes and scrolling through social media. It’s a familiar scene: the drama on-screen paired with real-time buzz and reactions.
For years, experts believed second-screening—using a phone, tablet or laptop while watching TV—distracted viewers from fully engaging with content. A new study co-authored byAlix Barasch, associate professor of marketing at theLeeds School of Business, flips that notion on its head.
Alix Barasch
It turns out, reaching for your phone during“The White Lotus” may actually make the experience better, especially if you’re watching alone. The study, published in January 2025 in the journalPsychology & Marketing, found engaging in “second-screen” activities, like texting friends or scrolling through social media, can create a sense of social connection that boosts your engagement and increases the likelihood you’ll watch the next episode.
“When you’re watching alone, that phone can become your bridge to a wider community,” Barasch said. “It’s not just about multitasking—it’s about deepening the experience by connecting with others in real time.”
Second-screening has become a staple of modern viewing. According to a, 83% of TV viewers use a second device, whether it's for checking social media, browsing the web or texting during a show.
And while prior research has highlighted the negative effects of technology use—such as decreased enjoyment during experiences due to distraction—there’s a growing body of research recognizing its potential to enhance experiences.
“It allows us to go through an experience with others, comment on specific things, get other people’s reactions and just feel connected because we are all doing the same thing,” Barasch said.
The study, co-authored byWill Wei Wu, a doctoral student in the Leeds marketing department, and Emily Powell, director of the behavioral science center at market research firm Ipsos, examined the effect on participants while video streaming on YouTube as well as watching television shows and live TV events.
In one experiment, participants watched a four-minute segment of the documentary series“Planet Earth” while either interacting with others through a second screen or not. Those using second screens reported higher social connection and greater likelihood of rewatching the video compared to those who watched without a second screen.
Watching alone vs. together
Another experiment explored second-screen use during the 2017 Super Bowl. The results revealed second-screen use enhanced social connection and repeat viewing intentions when viewers were alone. However, when viewers were watching with others present, second-screen use actually decreased both social connection and the likelihood of rewatching the event.
This suggests that while second-screening can enhance social connection when viewers are alone, it may detract from the experience when watching with others in person, Barasch said.
“When you’re sharing the experience with friends or family, second-screen use can actually create a disconnect,” she says. “It pulls attention away from the group and weakens the shared bond, making the experience less enjoyable.”
The study’s findings have significant implications for content creators and marketers. Broadcasters and content creators like TV networks or YouTubers could promote second-screen use by encouraging viewers to interact with online communities while watching. This could include things like displaying hashtags, creating show-related forums or involving celebrities in social media posts.
Meanwhile, streaming services could integrate more socially connecting features into their interfaces, such as live chats, real-time polls or gamified experiences to enhance viewers' sense of connection.
“From a content creator’s perspective, letting your audience communicate and encouraging your brand community to talk to each other—that isn't always intuitive but could have real benefits,” Barasch said.
But for viewers, the key takeaway is simple: If you're watching alone, using your phone to engage with on-topic content can help you feel more connected to others and even boost your enjoyment of the experience.
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