Wednesday, July 31st, 2019

The Impact of Multitasking on Content Consumption

Jonathan Blum

Internet development and the proliferation of mobile devices have propitiated the perfect conditions for multitasking, and this has changed the way entertainment media is consumed. Ariadna Fernández-Planells, Doctor of Social Communication, and Mónica Figueras-Maz, Doctor of Journalism, explain that “multitasking or media meshing is a very widespread phenomenon, especially among young people. It means you don’t give your complete attention to a single medium. Your media time is spread over multiple devices and is never mutually exclusive.”

One of the most common times this behavior occurs is when consuming video content. When we watch a series or a movie, we do other things at the same time. Previously, people would watch an entire movie without being distracted by what was happening around them. Now, most people check their social media or answer messages while watching a series. Their attention is not exclusively focused on a single device.

In this context, new video distribution and consumption models that adapt to these new behavior patterns are emerging. Some examples are streaming services (Netflix, Amazon Prime, Claro Video, etc.) where you can press pause and return to content as often as you like, which enables you to do other activities. On some platforms, such as Netflix, you can even download series and movies to watch them anywhere even if you are offline.

Pay TV has not been left behind and nowadays, it also generates much more personalized content for different audiences and has developed its own streaming platforms. Some examples are Sony Disney, Televisa, and HBO. At Cisneros Media, we have worked to keep advancing at the same pace. That’s why we recently consolidated our pay TV channel, VePlus, which offers a range of genres such as variety shows and soap operas that are particularly relevant to Spanish-speaking audiences. VePlus.

Consumption is now personalized, both in terms of content and form. With just a few clicks, we can decide what content we watch, as well as where and at what time we watch it. Both pay TV and streaming services are evolving, learning to coexist, and adapting themselves to new social practices. That’s why these entertainment methods will undoubtedly continue to evolve in response to how and for what purposes we use them.