The global pandemic has accelerated changes that were first started by the proliferation of technology and the growth of digital content. The fast-paced nature in which consumption habits changed from the start of the COVID-19 pandemic, coupled with the rise of ‘on demand’, has led to many calling for a revolution when it comes to measuring audience behaviour across platforms.
This is an exciting time for our industry. Whilst we all know that changes are required to ensure we gain a holistic picture of how audiences are consuming content, keeping pace with new, technologically driven forms of media does not...