Introduction 2 The distracted state of consumer attention 4 The missing piece of the attention equation 8 Attention-driven customer segments: The three most valuable types of consumers 12 ‘Super attention’ versus ‘super users’: Driving media spend 16 How attention drives performance in streaming platforms 18 Key considerations for media stakeholders 20 Building a future on attention 22 Authors and acknowledgments 23 Appendix 25 The media industry has long focused on the quantity of consumer attention rather than the quality. As audience distraction and fragmentation grow, understanding attention’s true value is critical to success. Contents