Abstract
This study conducts a comprehensive investigation of the dynamic domain of television viewer preferences, highlighting the swift changes noted in audience decisions and actions. Given the number of available viewing alternatives and technical developments, it is critical for all parties involved in the TV industry to comprehend these changes. This research uses a combination of qualitative, quantitative and binary analysis to examine key factors that influence viewer choices, such as socio demographic characteristics, streaming services, platforms for viewing, and types of material. By utilizing strong analytical techniques, the research seeks to uncover practical understandings of the fundamental forces behind these changing habits. The results are expected to provide content producers, broadcasters, and marketers with essential insight that will enable them to better match their strategies with the constantly shifting preferences of today's diverse audience. Keywords: Media, TV Viewership, Social Media, Media Consumption, Future of TV industry
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