A recent survey of television viewers by Accenture found that TV viewing preferences have profoundly changed, with most preferring to watch programming on their laptops or PCs.

Of 26,000 internet users surveyed worldwide, more than four in 10 respondents (42%) said they preferred to watch TV shows on a laptop or desktop – up from 32% just last year.

If you remember gathering in front of the television to catch your favorite show, it’s clearly a whole new world. The tribal experience of “must see TV” has been eclipsed by binge watching, and what most consider the true golden age of television. While personalized programing, ad blocking and ever-shorter attention spans pose new challenges for marketers, it’s also unleashed unparalleled creativity. The revolution may not be televised, but you can definitely catch it on a device near you.