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Abstract
The traditional television viewing experience has given way to a multi-screen environment in which people, programs, and screens are mobile—viewers can consume video content wherever they have access to a computer, mobile phone, or television set. This emerging “video-verse” is bringing about new patterns of audience exposure, as well as new media business models. This study integrates “multi-screen viewing” research from academia and industry, summarizing current knowledge about this subject. Based on this synthesis, the authors propose avenues for further research to help media managers understand this changing media landscape.
Notes
1. We gratefully acknowledge the generosity of the Council for Research Excellence (CRE) in allowing us to publish this material for a wider academic audience. More information about the CRE study can be found at http://www.researchexcellence.com/
2. We have included research articles and reports, as well as essays. Our goal is to provide as much information as possible about current “best thinking” on the subject of screen choice, not to critique the methods researchers used to form their conclusions or opinions. Consequently (and due to space constraints), we do not analyze the research designs of individual studies here.
3. Because respondents were assured anonymity, they are identified only by company type.
4. Although this is the most comprehensive database of industry and academic studies on this topic, we note two limitations: (a) It includes only English-language studies, and (b) some industry research is proprietary and, therefore, unavailable for inclusion.