In recent years, with the development of new media technology, the audience is in the new environment of the media integration. The psychology and behavior of the audience have changed. In these new changes, the traditional audience research paradigm faces transformation and innovation. The article explores the audience research paradigm transformation and innovation in the new media environment according to the three aspects of paradigm: ontology, methodology and epistemology. First of all , the article analyzes the several types and limitations of the traditional audience research paradigm, and then focuses on analysis of the new media environment of two kinds of audience research paradigm, explore its application and theory values in new media environment. Finally, bases on the new media environment of audience research paradigm innovation, the article will propose some methods and skills in creative ways.