As video moved to digital formats, content began to stream across IP networks. The term developed as more electronic devices transmitted video. Technical and advertising professionals began to refer to video content transmitted across multiple devices as multiscreen video. Notable industry usage includes The Nielsen Company, Cisco Systems and Google.
^Rosenthal, Phil (9 Jun 2012). "Content providers search for ways to make it count". Chicago Tribune. Retrieved 2012-08-31. ...Not that television doesn't have a role, but in a multiscreen world, the consumer is interacting with multiple screens so we have to find a measurement that is across screens.
^Elliott, Stuart (11 Jun 2012). "Tracking Viewers From TV to Computer to Smartphone". The New York Times. Retrieved 2012-08-31. 'We’ve shown it can be done,' she said, referring to compiling single-source data about multiscreen video viewership. 'It’s a major step forward.'
^Cunningham, Sean (2007). "Turning to television's video brands first-brands that convert your insights into more sales". Advertising Age: 3–C3. The first irrefutable (and perhaps counterintuitive) finding in our multiscreen video world is that linear television viewing is actually growing despite the many consumer trials.
^Happich, Julien (1 Oct 2011). "File multiformat transcoding market grew 72% in 2010, says In-Stat". EE Times. Retrieved 2012-08-31. In-Stat research reports that the file multiformat transcoder market grew at 72% clip in 2010 due to the growth in multiscreen services from content providers and pay-TV service providers, and forecasts that worldwide revenue for both live and file multiformat transcoders will continue strong growth over the forecast period.
^Goroch, Antonette (25 Aug 2008). "Three-screen video delivery region-specific". EE Times (1539): 46, 48. By now, the concept of a global multiscreen video universe, with content flying to and from TV, PC and mobile devices worldwide, is not unfamiliar.