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1、DigitalVideoandtheConnectedConsumerSplitScreenTV’sundisputedpopularityasthego-toentertainmentdeviceisending.Now,asviewersshifttheirallegiancetootherdevices,mediacompaniesmustidentifynewwaystopackagecontentandshareitacrossmultiplescreens.Arewewatchingthedeath
2、ofTV,onWefoundthattheTVistheonlytheirallegiancefromtheTVtoothermultiplescreens?Notyet.Butthecategoryofdeviceexperiencingdevices,it’sthenewmarketentrantswayviewersconsumevideocontentuniform,double-digitusagedeclines,likeNetflix,AmazonandBlinkBoxischangingfast
3、erthaneverbefore.acrossdifferenttypesofmediathatstandtowin.BuiltaroundThefifthannualmultinationalworldwide,amongviewersofnearlyplatformsthatcancaptureand‘AccentureDigitalConsumerSurvey’allages.Inotherwords,it’snotjustcapitalizeontherichconsumerdataputsthisin
4、tofocus.‘screenagers’whoareturningtheirflowingfromIP-connecteddevices,backsontheTValthough14-17they’reabletoexploitseamlessConsumptionofshort-formvideoyear-oldsareabandoningTVscreensfeedbackloopsbetweentheircontentonIP-connecteddevicesfasterthananyothergroup
5、.audiencesandtheiroperations–bykeepsongrowing.Takeoneexample:ProfoundchangesaretakingplaceinlisteningtotheircustomersandthenumberofhoursYouTube’showallofusconsumevideocontenttailoringcontentandservicestothisbillion-plususersspendwatching–andthey’rehappeningr
6、ightinnewreality.TheincumbentsMUSTcontentonthesiteisup50percentfrontoureyes(Fig.2).catchuptoavoidsquanderingtheiryear-on-year–andoverhalfofallbrandadvantage.viewsareonmobiledevices1.AndCruciallytoo,wefoundthatwherenowit’sclearthatviewershipofpeoplearewatchin
7、gTV,they’redoingTheproliferationofdigitalconsumerlong-formvideocontent–likesoincombinationwithatleastonedevicesisgeneratingawealthofmoviesandtelevisionshows–isotherdevice.87percentofusagedatathatcanonlybeshiftingemphaticallyfromtheTVtoconsumersarealsousingth
8、eirharvestedthroughdigitalplatforms.otherdigitaldevices(computers/smartphone,tablet,gameconsole,Developmentoftheseplatforms,andlaptops,smartphonesandtablets).ebookorlaptopwhilstwatchingTV.suppor
