International 
. We have heard a lot that viewers are changing the way they consume the content that is traditionally seen on a conventional television, but based on two recent studies we could assure that this process has accelerated.
The first of these is a study on television advertising in Spain carried out by Zenithmedia, which indicates that it grew by 10.7% in the thematic channels of digital television for the second quarter of 2011.
But despite the increase in advertising, during the same period 4.1% of the audience was lost. For this reason, the large Spanish chains are betting on reducing advertising spaces, especially in prime time.
With this measure, channels are reducing the volatility of viewers fleeing advertising, the main reason why they search for content through the Internet.
The second study is the "TV and Video Consumer Trends Report 2011", conducted by Ericsson Consumer Lab. He argues that free-to-air television has been losing ground, in part, because of Internet broadcasts and other entertainment options.
According to the study conducted with 400 million consumers worldwide, 44% claimed to watch tv on demand more than once a week. As for free-to-air television, it went from having a participation among users of 88% in 2010 to 84% in 2011, while pay television went from 30% to 33% in the same period.
These are just two examples that should make professionals in the television industry think about the much-mentioned concept that Internet television is the future, it has already arrived.
