The reality of a finite 24-hour day means we won’t always see growth in the amount of time consumers spend watching video. That said, however, consumption of content across digital platforms is growing rapidly. In fact, viewers have never had more control or ability over the choices they have amid the evolving ecosystem of devices and platforms for content discovery.

Despite the evolving landscape, however, content remains king, and consumers are steering their own content discovery experience. Length and access are not top of mind for the viewer looking for that quality content; they look for what they want, when they want. And as such, distribution and discovery need to move hand in hand and be met with the total audience measurement of both programs and commercials.