Watch-list: Millennials Ditching Their TV Sets at a Record Rate

I almost clicked past this headline in the New York Post. You probably did click past it. Honestly – we have all heard this tune a thousand times before.  After all — hysterical proclamations have always been part & parcel of television and its future.  So why I decided to actually read Claire Atkinson’s article ( at the bona fide home of hysterical proclamatory headlines ) – I’m not sure.  Turns out – what lent some credence to her headline was from NBCUniversal, a company who has plenty of reasons to not fuel this sort of ‘end of days’ thinking needlessly.

“The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,” Alan Wurtzel, NBCUniversal’s audience research chief, told The Post. “I’ve never seen that kind of change in behavior.”      Read More

Why this matters: as the erosion of traditional liner television viewing accelerates, the urgency for new & accepted techniques in audience measurement becomes ever more critical —  if great content is to be anything other than a charitable / voluntary affair.