The start of any year at GfK provides an opportunity for us to analyze and reflect on the previous year’s media consumption behavior, and consider where the trends might be heading. What we see is that media consumption is becoming more complex with “connected” consumers dictating complexity through new behaviors and habits. In Sweden, going from live TV to time-shifted and video-on-demand (VOD) viewing – sometimes on more than one internet-connected screen – is becoming the new normal.
So....