With streaming services like Netflix and Hulu Plus on the rise (such as Netflix announcing that its second-quarter revenue exceeded estimates at $1.64 billion), tech giants are competing to enhance the streaming experience, revolutionizing the way we watch TV.

It’s clear that this is a step in the right direction, according to a report from Google regarding engagement via Chromecast that revealed users transmitting media to their TVs watch 50% more video than the average mobile app user. Chromecast, along with competitors such as Apple TV, Roku, and Amazon Fire TV, represents another huge push toward digital streaming over regularly scheduled programming, which could mean the end of TV as we know it now.

Earlier this year, The Artifice reported that more than 40% of American homes used a streaming service as of the fall of 2014, which shows that the demand for “on-demand” services has increased dramatically and is becoming rapidly integrated with the average consumer lifestyle.

What Sparks Our Fire: Data that shows how a consumer preference shift and new technology is changing the traditional pastime of watching television