It’s easy to paint the American media consumer with a broad brush. We know they enjoy hours of video content each day but all the while more entertainment choices are seeping in over the top, under the bottom and from either side: 16% of U.S. households now have a smart TV, 38% have access to Netflix, 51% have a tablet and 78% own a smartphone.
Yet when you look deeper, it becomes apparent that not all markets are the same. The global trends of technology penetration and viewer fragmentation do not impact all markets uniformly. In other words, think globally but act locally.