With media being one of the first sectors of the information economy to be fully (i.e. with respect to its design, production, distribution, and consumption) digitized, an era of its management has come to an end. Existing boundaries between different media types have collapsed, as well as all limitations about time and space of media dissemination. However, this seemingly limitless expansion of media markets and media overabundance has come across a new barrier, which is that of human/consumers’attention needed for media consumption. Given shortening attention spans (as documented by empirical research), attention is increasingly perceived as the most valuable resource for the media sector and new strategies for attracting, retaining and sustaining attention must be devised and managed. Managing attention is now becoming the new core of media management.

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The article aims to draw attention to the growing importance of the time variable in media consumption research in a situation of a specific oversupply of content concerning consumer expectations. One of the new phenomena in media consumption is the parallel use of multiple media and content at the same time (multitasking). The traditional division of daily time into working, home, and free time is losing importance, and media consumption occurs in hybrid time. The article reviews the literature on selected research and the concept of media consumption time and the attention economy. The report highlights the need for an in-depth study on the impact of hybrid media consumption on the work environment and private life.

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