What we once thought of as “TV” has been consistently becoming digital for years. Netflix, a digital streaming service, is frequently nominated for Emmy’s for its own original shows. It’s becoming one of the most high-profile developers of television. And you can’t watch their programs via cable.

People used to imagine digital as a strictly lean-in platform. Meaning, it needed dedicated user’s complete and total attention and interaction.

This is in stark contrast to TV, where users literally lean back on their couch and let the entertainment play. As digital continues to become the medium with which we consume the most video content, the more brands will be able to capitalize on this lean-back experience through digital. Here’s some examples of the new lean-back digital world: