Media multiplexing in the United States

Max Kilger

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel.

Media Multiplexing in the United States

Max KilgerSimmons Market Research, United States

INTRODUCTION

Media multiplexing involves the process by which people serially consume small, most likely incomplete “chunks” of media within a small period of time, then switch to the consumption of programming/content on another media channel. While a definitional cousin to simultaneous media consumption, this phenomena has been little explored. There may be non-trivial marketing and programming consequences that are associated with this phenomenon. Does media multiplexing mean that content programmers should aim for producing content in smaller chunks so that these media multiplexers are able to consume...

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