These technological changes are compelling media industries to think differently about their audiences, undermining traditional conceptual and analytical approaches, while at the same time opening up new dimensions for conceptualizing audiences. Thus, while in some ways audiences are becoming more elusive and more unpredictable, in other ways, new systems of measuring media audiences, of gathering feedback from them, and of anticipating their tastes and preferences, are making it possible for media industries to fundamentally redefine what media audiences mean to them and how they factor into the economics and strategy of their businesses. Thus, we are in the midst of an evolution in the nature of media audiences. Just as a growing body of scholarship has shown how media evolve in response to changing environmental conditions