ABSTRACT
Multiplatform media use, media multitasking, or cross-platform media use describes the act of consuming two or more media platforms at the same time. The advancement of communication technology leads to the rapid growth of multiplatform media use among media consumers today. The reviews and discussions in this chapter are rooted in both theoretical and practical perspectives. Relevant theories or empirical studies that may shed light on future research, as well as the media industry’s reaction to multiplatform media use, are discussed in detail. Specifically, this chapter aims to review the concept and practice of multiplatform media use, explore the drivers for such a consumption behavior, examine the potential impacts of the practice, address the issues related to cross-platform measurement, and discuss relevant future trends and implications.
