Abstract
This paper formulates a five-point agenda for audience research, drawing upon implications arising out of a systematic foresight analysis exercise on the field of audience research, conducted between 2014 and 2017, by the research network CEDAR – Consortium on Emerging Directions in Audience Research. We formulate this agenda in the context of the rapid datafication of society, amidst emerging technologies including the Internet of Things, and following a transformative decade which overlapped with the pervasion of social media, proliferation of connected gadgets, and growing interest in and concern about big data. The agenda we formulate includes substantial and intellectual priorities concerning intrusive technologies, critical data literacies, labour, co-option and resistance, and argues for the need for research on these matters, in the interest of audiences.