Consumers Digesting Media

"U.S. consumers last year for the first time spent more time with media that they paid for than with advertising-supported media, according to the annual Communications Industry Forecast." - AdWeek

Hmmm, so what does that mean for us? In my opinion, either:
1) Since branded digital efforts are difficult to trace, their media may have been free, but not free of ads.
2) "Room for growth"
3) Consumers are willing to pay more for something as long as we don't get in the way.