Key points

• Twenty years ago, a fraction of articles were paired with supplements; now, one in five research stories go beyond PDF.
• Why has the evolution of research content's delivery vehicles lagged behind the evolution of the research story?
• Hyperlinked in‐line references are the most used feature of the Enhanced PDF – exposing faster, easier ways to follow the path of research.
• Discovery need not start and end with the search engine – it can start within the PDF itself.
• Discovery is not a solitary process; therefore, content platforms must support collaboration to drive readership.