Television’s place at the heart of mass culture is no more. Streaming services provide higher revenues to entertainment companies than traditional broadcasting and media consumption is growing more atomised by the day. People formulate their own programming schedules, cherry-picking programmes from an array of providers and watching on a variety of screens.
Even when we’re together, we are often alone in our own entertainment bubbles; a third of people in the UK say members of their households sit together in the same room watching different programmes on different devices, according to Ofcom. With so much competition, media companies are vying to command a limited and in-demand resource: consumers’ attention.