The article discusses the problem of audience research in modern media system formed by convergence/deconvergence. Digital media technologies proliferation in home requires new approaches to study the uses of multiple media devices depending on different social contexts and situations. The conceptual divide between two traditional methods of audience study — qualitative and quantitive — does not allow to paint the correct picture of users’ media contacts and behavior in a new media environment. The members of the convergent audience continue watching TV, but at the same time they download video, use streaming services, look for content in the net, share their material with others and even remix and remake content. It is noted that considering all current media transformation audience research should be shifted to analysis of individual media practices of users who form their personal “media repertoire’’ / “media ensemble” out of contacts with different media technologies, platforms, genres and types of content. In conclusion it is underlined that new models of production, distribution and consumption challenge not only traditional business-models and media system but also existing conceptions of audience. Researchers should not take for granted the audience issues in media discussions but search for new approaches to adapt to the current media situation.