The reason(s) why people consume content via one medium over another is becoming more and more important. The Media Precinct team's latest video on television consumption highlights (again) that while digital platforms, like social media, are great for instant news it is the news offerings on major free-to-air networks that offer a sense of superior 'integrity'. Newspapers have similar 'quality' factors. For me, this means that the strength of alternative media research practices are really coming into their own because the engagement value of a medium during a particular consumption occasion is a much more important metric than audience statistics. I've been of that opinion for many years.
You can view the video here: https://www.mediaprecinct.com.au/single-post/2018/03/08/The-way-we-now-watch-free-to-air-television