1. A computer-implemented method comprising: accessing trait information for a viewer; determining a first video program that a viewing device associated with the viewer is receiving; based on the determined first video program, identifying a group of one or more other viewers that are associated with other viewing devices that are also receiving the first video program, wherein the group includes one or more viewers that do not share a trait with the viewer and one or more viewers that do share a trait with the viewer; determining an expertise rating associated with one or more topics for each of the one or more other viewers based on user ratings associated with trait information of the one or more other viewers; providing functionality for the viewer to communicate directly with one or more of the viewers of the group of other viewers using the viewing device; determining, based on the trait information for the viewer, a list of matching viewers, wherein the list of matching viewers comprises viewers within the group of one or more other viewers that includes an identification of an expert viewer sharing the most traits with the viewer based on at least the expertise rating for the expert viewer related to a topic of the first video program; and causing presentation, on the viewing device and to the viewer, of the list of matching viewers, wherein the presentation provides functionality for the viewer to communicate directly with one or more of the matching viewers using the viewing device.