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ost people currently prefer to watch “must-see TV” at the time of broadcast, the signs are that this will soon change.

But there are strong pointers to a not-too-distant future where time-shifting is the default behaviour for most viewers, most of the time, and live viewing is mainly reserved for event TV.

On-demand is seen more as a catch-up facility, with 70 per cent of on-demand users claiming they only use on-demand services to catch up on programmes they have missed. In addition, the availability of on-demand services on other screens is key to many, with 47 per cent of on-demand users stating that they often use on-demand services to watch programmes when they are not in front of a TV set.

traditional TV viewing among 18-24-year-olds in Q2 2014 was down by 11.7% year-over-year. Between Q2 2011 and Q2 2014, weekly viewing fell by 21.7%, a sizable figure.

TV viewing by 18-24-year-olds; the weekly average has now dropped on a year-over-year basis for at least 10 consecutive quarters.

in the space of 3 years, Q2 TV viewing by 18-24-year-olds dropped by more than 5 hours per week. That’s a considerable amount, equivalent to roughly 45 minutes per day.

“There is no way a journalist can be successful without social media,” he said. “Journalists now have to understand that broadcast is not always the primary delivery medium.”

social media is a growing part of the media landscape, including the fact that there are 1.3 billion Facebook users and 646 million Twitter users.

Bowditch added that stations will make a serious mistake if they try to integrate advertising into their social media reach. “How do you monetize social media?” he asked, rhetorically. “You don’t. As soon as you advertise … they turn it off and go to the next one.”

“For movies and retailers, time-shifting can be a concern,” says Starcom’s Bowe. “That is why live TV is interesting to a lot of TV advertisers. Advertisers are demanding immediacy. Amassing an audience on a particular night is important.” Combating ad skipping empowered by the DVR is a bigger issue for TV stations than it is for network TV.

Advertisers typically buy local TV using Nielsen’s live-only or live-plus-same-day program ratings. Network TV is bought on C3 commercial ratings, which includes live viewing and three days of DVR playback. That means local TV advertisers pay for viewers who fast-forward through their commercials.

Live TV and social media were made for each other. In 2013, 36 million people in the United States sent 990 million Tweets about TV shows they were watching live, according to Nielsen SocialGuide. Moreover, 84% of people who have smartphones or computer tablets use those devices while watching TV.

90% of those who see TV show-related tweets have taken “immediate action” -- either to watch a particular TV, search for related information, or share content.

the research says of those exposed to TV-related tweets, 77% have watched TV show content; 42% have made a plan to watch the show later; 38% have watched episodes online; and 33% have changed the channel to watch the show.

76% have done searches for a show and 78% has clicked on a show’s hashtag or followed a talent’s handle or retweet TV-related tweets.

YouTube is reportedly in talks with those same networks to stream TV through a paid service called Unplugged that could serve as a Web-based alternative to the cable box.

The moves highlight the massive shift taking place in the TV industry as networks seek to stanch the flow of cord cutters by looking at former adversaries in the tech world to help recapture audiences, particularly younger ones

The plan, which has reportedly been in the works since 2012, would package the four major TV networks with a smattering of cable offerings.