At informitv we regularly hear about the profound shifts and generational changes taking place in viewing habits. It’s important not to overstate these changes. The volume of video viewed on demand or received online is small compared to the billions of hours of television that are watched around the world. We still each watch around 24 hours of television a week on average, a figure that has remained remarkably constant over the last decade, mainly affected by the weather. Nevertheless, what we are watching and the way we are watching is undoubtedly changing. Bear in mind Amara’s Law, first proposed by Roy Amara, the late co-founder of the Institute for the Future: We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.