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In the ultimate pursuit to discover the impact of social media interaction on viewers’ engagement, MEC and Seven recently united to undertake a neuroscience study with Neuro-Insight, with the study revealing that when TV viewers interacted with social media while watching a program, there was a 9% increase in program engagement.

The power dynamic will not shift overnight, but the newly announced launch of Google Fiber in the tech-savvy gulch that is Austin, Texas, has legacy cable operators shaking in their boots. And with good reason.

Google Fiber Set to Challenge Data/TV Providers | Adweek

How much attention is OTT getting? The Interpret LLC’s New Media Measure syndicated report sets the number of US consumers age 18-65 that own an Internet-enabled set top box (like a Roku player, Apple TV, Slingbox, Vudu box, etc.) at 13.6%, reported a company spokesperson. Less than 14% may not sound like much, but OTT has been around for only three years. And Interpret’s numbers don’t include the millions of users watching alternate video sources like YouTube and Vimeo. March 17, 2013 at 02:09PM

∙ Cord cutting is real; it’s just not what you think it is. It’s a great irony that TWC has built an app for Roku, which was not long ago seen as a device for cord cutters: people who ditch their cable TV subscriptions in favor of content delivered entirely over the internet. (Even more ironic: Before it was spun out as a separate company, Roku was initially developed by Netflix.) March 11, 2013 at 11:48PM

Netflix now has about 30 million streaming subscribers worldwide, more than 25 million in the United States, in addition to about 8 million people—admittedly dwindling daily—who still pay to get DVDs in the mail. At $7.99 a month, that’s about $3.6 billion a year rolling in. Nearly a third of all U.S. Internet streaming traffic in the evening comes through Netflix. (YouTube accounts for 13 percent, Facebook less than 2 percent.) February 07, 2013 at 02:26PM

After crunching the numbers, the Atlantic Wire’s Rebecca Greenfield notes that Netflix will need an additional 520,000 subscribers to cover the $100 millon cost of the project — not a significant increase, percentage-wise, to its existing 33 million userbase. Netflix’s plan is to roll out at least five new shows a year, meaning they’ll realistically need a 10 percent increase in users to cover costs. February 04, 2013 at 10:19PM

Producers will now increasingly create content that includes us in the event and the storyline. Architects of social and hardware platforms will need to rethink how TVs and the internet converge to foster consumption and engagement. And, those brands who subsidize content production, will have to transcend the practice of following attention to captivating it through innovation and experimentation. January 02, 2013 at 12:44PM