There are many studies done in relation to future relationships of audiences and the new media since they shift focus depending on the availability of new media. Because of this, the report aims to establish the future trend and the challenges the audience will experience with the developments of new media. Therefore, the focus will be on the available literature in finding the consistency of their study in relation to the area of study.In attempts to understand the evolution of new media and audiences, Napoli (2008) proposed an evolution audience model that referred to the notion of the dominant framework used by the media stakeholders in conceptualizing audience evolution in response to changes in the environment. The environmental changes related to diversity in technology transformed the audience consumption and gathering information from different dimensions. The new technological changes in the media interact with one another as the developed new media affects the consumption and provides new means of gathering information. The study revealed causal relationships between the traditional declining exposure metrics and the emergence of a new audience behavior. From this study, it is clear that the entrance of new media technologies affects the audience consumption as it creates an environment for exploitation. Because of this, developments of new media affect the audiences’ ability to capture information as they create increasing interactive media environment. The low rates of audience consumptions affect the media penetration and do not acquire new audiences. There are other research findings revealing that new media attract audience attention and they are more likely to adopt what it initiates (Annette & Clyde, 2004: 355). This is a confirmation of study conducted by the above subject.Seiter (1998:67) study on the new media audience and technology found a relationship between new media technology and new audiences. The study revealed that new media technologies come with new programs designed to a certain category of audiences, which is their target.
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