The annual Ofcom Communications Market report provides a wealth of statistical research on how much time people in the United Kingdom spend on media and communication. It amounts to over half the time most adults are awake. It also suggests a growing generational difference in how younger people view television, which is unsurprising. Measuring this is one thing, but appreciating why we watch television, or might choose to do something else, remains more complex. Television as we know it today will have to work hard to maintain the attention of its audience in the future.