Media audiences are changing. The dynamics of how audiences consume
(and now, even produce)
media are changing,
as are the ways that media industries make sense of,
and define, their audiences.
New technologies are at the heart of all of these changes.
New media technologies that give audiences increased control and increased choice over when, where, and how they consume media are transforming the relationship between audiences and the media. At the same time,
new technologies for measuring and monitoring audience behavior are revealing aspects of how and why audiences consume media that previously were unknown