This article proposes an interpretation of the increase in television viewing between 1986 and 1998, based on contexts of use. It draws on the two most recent INSEE surveys on French people's schedules, in relation to the following three criteria: Where do French people watch TV (at home/elsewhere)? Do they do so in the presence of someone else (alone/with a family member/with friends)? Do they do something else at the same time (primary/secondary activity)? In the first part three major trends are identified on a nation-wide scale: the twofold increase in individual viewing as an exclusive activity (no associated activity) and as a secondary activity (along with a principal activity), and the shift of family viewing from an activity that was complementary to conversation, to an exclusive activity. In the second part the authors analyse these trends in relation to household composition and generation, and try to distinguish between effects of ageing and those of generation.