Audiences are moving freely between broadcast, streaming, online video and gaming on the same TV, writes LESLIE ADAMS, sales director of Reach Africa. We separate linear television, pay TV, streaming, connected TV and gaming into different categories, with their own ways of planning and buying media. The result is a set of systems built around the different routes through which television content and entertainment reached people. Today, audiences move fluidly between broadcast television, streaming services and social media as they follow the same event, often across multiple screens and platforms. Linear television, pay TV, streaming and gaming may follow different paths to the screen, but they increasingly meet in the same place.