New research into New Zealand's media consumption shows the potential death of traditional prime time TV.
For the first time in NZ on Air's regular audience-tracking report, more people were reaching for on demand options above scheduled telly between the key hours of 6pm and 10.30pm.
Among those switching to digital platforms are the previously unchanging 60-plus age group.
Duncan Greive is the founder of The Spinoff, and he's been picking apart the report.
Greive spoke to Corin Dann.