The word ‘webisode’ isn’t often associated with quality viewing. Finding content worth watching usually means trawling through cat videos and porn. Yet one in three Americans would give up TV in favour of online. CanHigh Maintenancechange perceptions of made-for-web content?

We've never been so interested in TV shows - but we aren't watching TV. Instead, we're turning to online video - whether it's Netflix or YouTube. But new technology isn't solely responsible – a wider shift in lifestyles is creating a natural path towards hyper-diversification.

Building on its unconventional marketing tactics, Chipotle is launching a four-part TV series calledFarmed and Dangerousthat takes a satirical look at industrial farming. Despite being a 'Chipotle original series', the restaurant is mentioned only once.

Netflix's foray into original programming didn't just reinforce a trend of 'binge watching' by making entire TV seasons available all at once – it's also triggered viewers to come up with ways of rethinking and editing its content.