Felix Baumgartner jumped from the edge of space, challenging the limits of human ability. Time stopped while millions watched, just as in 1969, when Neil Armstrong first stepped on the surface of the moon. This time around, however, the millions watching weren’t just gathered around a TV in the living room. While the jump was broadcast on over 40 networks across 50 countries, the live stream of the jump had the most concurrent views ever on YouTube—over 8 million—and generated over 3 million tweets worldwide. How viewers chose to interact with this extraordinary event is emblematic of how technology has enabled us to choose not just where we watch but how and to what extent we interact with that experience.