There is so much talk about digital viewing and its growth. Is it eating significantly the TV viewing? The answer is, no. There has been a great rise in OTT platforms such as NetFlix, Amazon Prime, VOOT etc. They do get subscribers. Still it is early days. These services are additive rather than cannibalistic to TV viewing.

Data from the US and UK shows that there is still a large amount of viewing on a TV set — 92 per cent of all viewing takes place on a TV set (as per the data from the US). Although viewing behaviour is changing, the traditional way of accessing the content is still very resilient. There has been no decrease in TV advertising. Total TV viewing is still pretty stable. TV is not dead. Yes, there is fragmentation.