Both rapidly and radically, the TV landscape has changed. The options for viewing content have expanded and the amount of excellent programming has proliferated. In earlier blog posts, VIMN’s TV RE[DEFINED] study has illustrated how global viewers discover new shows, what sources they have (and how they use them), and the role that different sources play in the viewing habits of global audiences.

Out of this transformation has emerged a new type of consumer: the Engaged Viewer. For TV providers, content creators and advertisers, it’s essential to understand this group in order to reach the most receptive potential audience.

In this post, we’re going to focus on the Engaged Viewer, along with two other audience segments:

Close to half of global audiences ages 6 to 34 are Engaged Viewers. Indeed, 45% within this age group are part of this segment. It’s more about mindset than age, however. The age breakout of Engaged Viewers mirrors the online population.

Engaged Viewers are using new sources to watch TV—and tuning in more than ever. This group uses at least two sources to watch TV content. They feel that having more sources at their fingertips has increased their access to great programming—and this, in turn, has increased their engagement with TV overall. Close to 40% say they’re now watching more television via any source than a year ago.

It’s not just new sources. Engaged Viewers are watching more linear TV, too! Arguably the savviest of all TV consumers, this segment typically starts their viewing path with linear TV. Linear TV remains their go-to source, the place they turn to when in search of what’s new. A third say they’re watching more linear TV than a year ago. This is in part because they seek out conversation-worthy content, which is easier to find when others are tuning in at the same time.

TV RE[DEFINED] also revealed two other viewer types:

Equipped Viewers have access, but are less engaged. This group, like Engaged Viewers, has multiple sources available to them. However, they don’t perceive them as a gateway to great content. Equipped Viewers have the access to more TV shows than ever, but not the desire to watch them. Representing just 14% of the global 6 to 34 audience, the presence of this group is a reminder that access alone does not drive viewing. Access must lead to shows that people want to talk about.

Traditional Viewers are not using other sources. This group, which accounts for 41% of global viewers ages 6 to 34, sticks to linear TV and DVRs/PVRs. While they may not be choosing to use other sources, two-thirds of them share the same positive outlook on TV as Engaged Viewers. Because of this, it’s possible that as more adopt secondary sources, more people from this group will become Engaged Viewers.