visit mediahub site

The Fragmented - New Audiences in a Multi Device World

We all know that the world of TV is being turned on its head, but what does it mean for the viewers? Through extensive research, we at Mediahub found that this disruption has wrought a new viewer, whom we’ve dubbed The Fragmented. They are both empowered and utterly overwhelmed with the abundance of choices and pressures of the herd to keep up. The definition of “TV” is fluid as The Fragmented perceive and consume TV differently. And as they weave in and out of ad-supported content across devices at dizzying rates, this will have an increasingly massive impact on advertising. Ultimately, brands who rely heavily on advertising will need to shift to a much more holistic, flexible, and agile approach.

Download now