The third “Video Over Internet Consumer Survey,” found that viewers are multitasking with phones, tablets and other devices in growing numbers while watching TV. 90 percent of respondents indicated they watch video content over the Internet while watching TV.

Consumers are taking control of their entertainment experience, multitasking while watching television, integrating devices such as phones and tablets into their viewing experience, and viewing more Internet-based content, according to a survey released by Accenture’s Media & Entertainment industry group.

“Consumers can’t just watch TV anymore,” said Francesco Venturini, broadcast lead for Accenture. “The rise in multitasking while watching TV suggests that scheduled programming, also known as Linear TV, may be losing its appeal for sophisticated users, presenting both challenges and opportunities for broadcasters and content providers.”

Read the full article on Accenture’s website.