With the average UK commute lasting 38 minutes, communications that provide convenience, entertainment or a simple distraction can make the time spent travelling feel shorter. But what do people read, play or buy going from A to B? And how are brands engaging this captive audience?

Commuting is a hassle; being stuck in a crowded carriage with a stranger's backpack in your face isn’t the ideal way to start your day. Now, as Aussies grow increasingly frustrated by their journey to work, they’re starting to look for alternative ways to travel during rush hour.

Many people will have watched a show and hated the ending or a particular character’s choices. Now, Netflix’s interactive shows, beginning with Puss in Book, are giving people control over how a plot plays out. But how does letting viewers guide a story affect their relationship with the content?

Thanks to the rise of on-demand streaming services, people can watch TV shows and movies anywhere, any time. But research by Netflix has found that people have a preference for what they watch and when; comedy is a hit at breakfast while people prefer to watch dramas at lunch.