Informing a viewer of a television program of the identity of other online identities that represent users concurrently viewing that same television program includes determining dynamically a first television program to which a television viewing device associated with a viewer is tuned and identifying one or more other viewers associated with television viewing devices that are presently tuned to the first television program. Trait information related to the viewer or to the other viewers is stored in a data store related to the first television program. A subset of the other viewers that have similar traits is determined based on the stored trait information. The viewer is graphically informed of the subset of other viewers.