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However, it remains unknown how such a novel format of media experience influences the agenda-setting effects. A lab experiment ( N\u2009=\u2009120) examined (a) how user-to-user interactions in social TV (i.e. real-time comments from virtual co-viewers) affect the agenda-setting process and (b) how such effect is moderated by different interface types (e.g. all-in-one screen vs a second screen). Results suggest that participants who watched a news clip that featured many (vs few) comments from virtual co-viewers perceived the issue to be more important, but such effect was at work only when user comments were viewed on the second screen. 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