Multiscreen viewing

Definition

Multiscreen viewing refers to the practice of consuming media across multiple devices simultaneously, such as watching a show on a television while using a smartphone or tablet for social media, browsing the internet, or checking messages. This behavior has become increasingly common with the rise of online streaming services and mobile technology, allowing viewers to engage with content in a more interactive and fragmented manner.

5 Must Know Facts For Your Next Test

1. Multiscreen viewing encourages viewers to engage with multiple forms of content at once, leading to increased interactions on social media platforms related to what they are watching.
2. The popularity of online streaming services has fueled the trend of multiscreen viewing, as people seek to multitask while enjoying their favorite shows.
3. Advertisers have adapted their strategies to target multiscreen viewers by creating campaigns that can reach audiences across various devices simultaneously.
4. Research indicates that multiscreen viewing can alter viewer attention and comprehension, as audiences may split their focus between the primary content and secondary activities.
5. Multiscreen viewing often leads to content consumption patterns where viewers may pause or skip scenes in shows while engaging with content on other devices.

Review Questions

• How does multiscreen viewing impact the way audiences interact with television content?
  • Multiscreen viewing significantly changes audience interaction by allowing them to engage with television content while simultaneously participating in social media discussions or browsing related information. This interaction creates a more dynamic viewing experience, as audiences can react in real-time to plot developments and share their opinions with others. It fosters a sense of community among viewers who are watching the same show, even if they are physically apart.
• Discuss the implications of multiscreen viewing for advertisers trying to reach today's consumers.
  • Advertisers face unique challenges and opportunities in targeting multiscreen viewers. They must develop integrated marketing strategies that capture audience attention across various devices. This means creating ads that can resonate whether viewers are watching on a TV screen or checking their phones. As attention spans diminish due to divided focus, advertisers are increasingly using engaging content that encourages viewers to interact with brands on multiple platforms simultaneously.
• Evaluate the cultural consequences of multiscreen viewing on traditional storytelling in television programming.
  • The rise of multiscreen viewing has led to notable cultural shifts in how stories are told on television. Traditional narratives may be fragmented as shows adapt to shorter attention spans and incorporate interactive elements that cater to an audience engaged in multiple activities. This shift encourages creators to rethink pacing and structure, often leading to richer, multi-layered storytelling experiences. However, it also poses risks of superficial engagement, where audiences may miss out on deeper themes and character development due to divided focus.

Related terms

Second Screen: A term used to describe a secondary device, often a smartphone or tablet, that is used alongside a primary device like a TV to enhance the viewing experience.

Streaming Services: Platforms that deliver video content over the internet, allowing users to watch shows and movies on-demand without traditional cable subscriptions.

Content Fragmentation: The division of media consumption into smaller, more varied experiences across different platforms and devices, often resulting in shorter attention spans among viewers.