Digital transformation shifts audiovisual consumption across multiple screens

The landscape of audiovisual consumption is undergoing a significant transformation as internet connectivity shifts viewing habits away from traditional television sets toward a multi-screen ecosystem. Audiences are increasingly distributing their viewing experiences across smartphones, tablets, computers, and Smart TVs, allowing content to follow their daily routines rather than being tied to specific devices or broadcast schedules.

Media outlets such as BandNews FM, SBT News, and CNN Brasil have already expanded their presence into digital environments, including YouTube and streaming services, to reach broader audiences. This shift suggests that traditional audience measurement, which focuses on specific times and television sets, may no longer provide a complete picture of a broadcaster's actual reach. As television content migrates to digital platforms, the industry faces new challenges in accurately measuring performance across diverse devices.