with platforms like Twitter providing a sort of universal operating system for a mobile experience, running alongside traditional TV watching. It took a while to figure out that there is no second screen experience. The idea of a hierarchy of screens has given way to the realisation that content now exists independently from how it is consumed. Mobile, web, traditional TV – and even live events – are just alternative windows, through which that content can be consumed, each with their own advantages, both for viewers and content owners. There has been a boom in services built to boost audience engagement using interactive,
y now it’s a cliche to observe that most of the world gets its content via mobile. That connection has become an essential part of our daily lives – and is now a key factor in building and retaining an audience. A decade ago, content companies were groping around for ways to
integrate the mobile experience into the wider entertainment ecosystems. But ‘second screen’ experiences often led to viewers being separated from the content, rather than getting closer. Rising social media platforms did an end run around a lot of these earlier second screen solutions,
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