The arrival of YouTube in 2005, followed by Apple’s first iPhone in 2007, and Google’s Android platform in 2008, serves as the preamble to what has become a two-screen video market. A decade and a half might seem like a long period of time, but put into context of television’s history, it is a remarkably short timeframe. Color TVs, for example, arrived in 1953, and it wasn’t until the late 1990s before HDTVs hit the market. Viewing behavior itself had remained largely unchanged for decades, where consumption of video largely occurred in designated areas of the house, quite often as a shared viewing experience among household members. Video sources were comparatively limited and curated, resulting in a generally homogenous viewing experience.
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