This eMarketer story is focused around how 30 percent of American homes now have DVR functionality but it contains a quote that is applicable to any media, not just TV.

By letting go of how, when and where content is accessed, content providers can reach a greater audience that is able to consume more of its content.

It doesn’t matter whether you’re a TV network, movie studio, newspaper publisher or anything else. People – at least the young, tech-savvy crowd that marketers are going after – are becoming used to reading, watching or listening to media at a time that’s convenient to them. It’s going to be important for everyone to adjust to this model sooner rather than later to avoid being left in the dust.