We're as frugal with our time as we are with our money. So it's no surprise that we're neither prepared to pay for the cinema nor wait for films to leave the box office; piracy is rife. Popcorn Time – ‘the Netflix of piracy’ – is making illegal downloads feel more normal and less criminal than ever.

While many countries still wait for Series 3 of the BBC's hit show Sherlock, Episode 1 was available on China's biggest streaming site Youku just hours after its UK debut - drawing 4.72 million views by making it legally available before it could be pirated.

Young and tech-savvy, Gen Yers don't play by the old rules of media consumption. But are they really keeping up with the latest TV via mobile? Have they really rejected ownership for subscription services? Canvas8 sat down with 20 Brits between the ages of 18 and 35 to find out.

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.