Everyone is changing how they watch TV, which means making sure you’re home to catch the latest episode of your favorite series isn’t always necessary. Streaming is fueling that change, according to one TV executive.

“The consumption changes that we're seeing amongst our viewership, I don't think is inherent to AMC,” said Evan Adlman, senior vice president of advanced advertising and digital partnerships at AMC Networks. “I think it's inherent to the industry. Everybody's seeing the same shift from time-based viewing to binge- watching.”

Adlman recently spoke at the Samsung TV Plus launch event in New York about changes in streaming viewership and the rise of free, ad-supported television, otherwise known as FAST.

“I don't know if the average consumer can afford to pay multiple subscriptions at the price that they're currently at to have that many different access points to content, he said. “So at some point, advertising has to play a role.”

AMC Networks works with about seven different platforms, which gives it insights into audience behavior. About 20 to 30 percent of its viewership still watches programming within three days of its original airing. The rest want to watch at a later date, which gives the company new opportunities to reach different people. Platforms like its FAST partner Samsung TV Plus, which is free on Samsung devices and online, offers options to surface its programming to viewers who may like it based on their previous watching habits.

These services are technically free - if you don’t mind advertising. But Adlman believes that connected TVs and devices provide a better ad experience than traditional television because there is anonymized data that can help target people with the right products. In the past, companies could only buy TV commercials based on certain times of the day - known as dayparts - or certain audience demographics, like shows that appeal to 18 to 49-year-olds. Now, there’s more data that can help find the right audience.

“So if I'm selling a car, let me make sure I'm delivering the car message to a household that either has a lease that's about to expire, or registration that's about to expire, or some type of data point that's available to the advertiser to hone in on, as well as their viewership consumption,” he said. “I think that alone is a great marriage between the content provider and the advertiser, as well as the device because it hasn't been available at that granularity in the past.”

As we move into an increasingly streamed world, it’s only going to become the norm.

“And as we develop programming at AMC, we always have to think about the mobile device, the tablet, the television, the linear network, our apps, or our subscription based video-on-demand products that we have,” he said. “There's a lot out there for us to think about. So I think as the TV industry expands in 2023, it's going to be more important to understand the environments that consumers can access your content.”