second-screen viewing — Second-screen viewing is increasingly becoming a common behaviour among older audiences, as more than half of individuals aged 45 to 54 now engage in media multitasking. This trend, highlighted by market intelligence firm Omdia, indicates a significant shift in how various age groups consume video content.
Second-screen viewing: Growing Engagement Among Older Viewers
The data reveals that 52 per cent of viewers in the United States aged 45 to 54 reported watching video clips on their mobile phones while simultaneously watching television in November 2025. This marks a notable increase from 39 per cent just three years earlier, in November 2022.
Multitasking Trends in Older Demographics
Even among those aged 55 to 64, the trend is taking hold, with multitasking behaviour rising to 35 per cent, up from 20 per cent in 2022. This rapid growth among older demographics illustrates that media multitasking is no longer confined to younger viewers.
Insights from Omdia
“Media multitasking is no longer something that happens only among under-34s. Today, more than half of viewers aged 45–54 are watching videos on their phones while watching TV. This is a fundamental shift in how audiences consume content,” stated Maria Rua Aguete, senior research director at Omdia. She shared these findings at the Connected TV World Summit 2026 in London.
Younger Viewers Maintain Their Habits
While younger viewers still lead in multitasking, their behaviour has stabilised. Among those aged 18 to 24, the percentage watching video on mobile devices while watching television increased slightly from 61 per cent in 2022 to 63 per cent in 2025. Similarly, the share among viewers aged 25 to 34 rose marginally from 60 per cent to 61 per cent.
A Shift to Mainstream Multitasking
The most striking change, however, lies in the older audiences. Aguete emphasised that “the biggest change is not among Gen Z – it’s among viewers aged 45 and over. Multitasking has moved into the mainstream.” This trend reflects evolving attention spans and the growing influence of mobile platforms.
Implications for Media Companies
The rise of simultaneous viewing on multiple devices presents challenges for streaming platforms, broadcasters, and advertisers. As Aguete pointed out, “When it comes to streamers and broadcasters, the challenge is clear: attention is now fragmented.” This fragmentation means that media companies must adapt to a landscape where viewers rarely devote their full attention to a single screen.
Strategies for Success in a Multitasking World
To successfully engage audiences, Aguete recommended that content ecosystems extend beyond the television screen and incorporate mobile experiences. “Winning audiences increasingly requires content ecosystems that extend beyond the TV screen and into mobile experiences where viewers are simultaneously consuming video, social media and short-form content.” Platforms that embrace this dual focus will be better positioned to thrive in a changing media landscape.
