A good critical mass figure

Comstock: We're Experiencing Media Golden Age
Beth Comstock, president of NBC Universal Integrated Media, said this a "golden age" of media. "It's a great thing to be a content company in the digital age," she said. "Content is always going to win."

Mass me, mass you
Comstock mentions some interesting ideas. One of them being media technologies can be considered mainstream once 40% of houses adopt them.
That's great.
But you should really be active before you hit that mass. Trialling how audiences interact with these new technologies is really important. And you don't want to screw up your advertising tactic when most of the population is on board!