Audiences Unbound


What does it mean for content producers, brands and advertisers when audiences reject traditional media formats and consumption patterns?


Meet the future of media consumption 

‘Unbound’ audiences, who reject scheduled and physical media, have grown from a small group of early adopting millennials to the edges of the mainstream. 

Our exclusive research study explores TV & video, news and music consumption habits in this unbound World. A World where schedules and content ownership are upended - with no appointment to view, no channel surfing, no water cooler moments, no growing book or music collections:


Discover how to remain relevant

What we explored:


Why the unbound audience matters

Who are the unbound audiences and why are they a crucial group to understand? Why are they rejecting traditional media? What drives the growth of this group - generational, lifestyle, tastes, new tech and services?


Engagement with brands & advertising

Which brands represent the future and who is the past? Does traditional brand heritage and kudos help or hinder? Does advertising connect or make them tune-out? What channels best connect with this audience? 


Content discovery of digital only media

Does this audience have the same tastes and interests? What content do they love and share with others? Are there gaps in the content they want? How is content discovered? Good and bad experiences of finding new content? How important is personalisation? 


New content consumption patterns

What types of content do they consume - when, how and where? What media matters most to this audience? Mapping content consumption of TV, video, music and publishing by device, service, location

Selected insights

The unbound are throwing off the shackles of established media channels, embracing boundless choice and flexibility, whilst consuming more media than other audience groups.

View the summary presentation:


More from our blog


Making it happen



A detailed and immersive exploration of unbound audiences...



Survey of 1,000 people  conducted via the ResearchBods consumer access panel


Daily diary sharing media consumption and purchasing via video, text, surveys and photos using a mobile research app


Remote video depth interviews with participants to explore the reasons behind their current media consumption habits and preferences