In fact, what is changing is not consumer behavior. What’s changing is what we call it.
Consumer behavior has been remarkably stable — sadly, we’re all still sitting in front of a screen watching mostly crap for 5 hours a day. But these days we call some of it live viewing, some of it streaming, some of it time-shifting, and some of it OTT (Over The Top) viewing.
There are so many new ways of delivering crap to a TV, that we are confusing the delivery systems with the behavior.
I was at a conference recently where I heard a great quote, “TV isn’t dying, it’s having babies.”