How online media has changed consumer behaviour over time

during the birth of the online era, interactivity was near non-existent in the media they indulged in. However this was due to a lack in advances in technology. As internet services improved and it became possible to stream video over the internet the use of this new feature boomed and through websites like youtube it became very popular. Now television channels have "on demand" sites where viewers can watch recently aired programmes anytime they choose.