Audience Behavior in the Multi-Screen "Video-Verse"

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.