New Omdia research shows that nearly 75% of US TV viewers regularly use their smartphones while watching television, highlighting growing competition for viewers’ attention between the two screens.
The trend is increasing across age groups, with simultaneous media use rising from 42% to 56% among 55–64-year-olds and from 62% to 73% among 45–54-year-olds between 2023 and 2026. Short-form and vertical video are playing a major role, as viewers increasingly switch their attention between TV content and personalized smartphone videos.
Source: Omdia
