This study analyzes recent changes on the television (TV) market, and the transformation of TV consumption habits, motivated by new transmission and recording technologies. Through an international survey spanning 62 countries and 4 continents, a growing presence of nonlinear TV services and over-the-top (OTT) content offerings is found. A detailed taxonomy of ways of watching TV content on the TV set is proposed to clarify the existing Pay-TV and OTT services, including time-shift and videoon-demand (VoD) terms such as Pause TV, Start-over TV, personal video recorder, Catch-up TV, transaction VoD, and subscription VoD, to name a few. An in-depth literature review is conducted, focusing not only on the technological aspects of nonlinear TV, but also on its business and consumer behavior impacts. The existing research works clearly demonstrate a lack of global reach by mostly concentrating their analyses on specific regions or countries. In addition to the literature review, the survey and taxonomy definition, the impact of nonlinear TV on the complete supply chain is also extensively discussed, indicating structural changes not yet addressed in the current literature. B João Nogueira

This paper presents the main results of a study conducted in Portugal with the aim of identifying the current trends of the television ecosystem, with special relevance to understand the cognitive processes of viewers when selecting what to watch on TV. To this end, an online survey targeted mainly to young adults with mid to high academic degrees was designed. The survey gathered more than 600 responses, of which 550 were validated and taken into account in the data analysis. The results provide a detailed insight about the habits, dynamics and behaviors of spectators regarding the actual scenario of television. It also allowed the identification of the most relevant criteria considered by viewers when deciding what to watch on TV. The most important ones include the program genre followed by the state of mind (mood), the people who share the couch with and the time available to watch TV. The results also provide a structuring framework for the design of interactive television applications, targeted to this audience in the areas of personalization, recommendation and search and discovery of TV content.

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