Media multitasking, once dominated by younger audiences, is now mainstream among older demographics. How will this shift challenge players to adapt in the face of increasingly fragmented attention?
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Summary
Media multitasking, once dominated by younger audiences, is now mainstream among older demographics, with significant increases in concurrent second-screen behavior among US viewers aged 45–64. This shift challenges broadcasters and advertisers to adapt strategies for fragmented attention.
Did you see that scene, or were you on your phone?
The latest Omdia Media & Entertainment Consumer Research study reveals a significant shift in media consumption habits, with second-screen behavior now extending well beyond younger audiences. More than half (52%) of US viewers aged 45–54 reported watching video clips on another device while simultaneously watching television in November 2025―a sharp increase from 39% in 2022. Similarly, the 55–64 age group has seen a notable rise in multitasking, almost doubling from 20% to 35% over the past three years.
This trend highlights the mainstreaming of media multitasking, which was once predominantly associated with Gen Z and younger audiences. While younger viewers remain the most consistent multitaskers, their behavior has largely stabilized, with only marginal increases in multitasking rates among 18–24-year-olds (61–63%) and 25–34-year-olds (60–61%) between 2022 and 2025 (see Figure 1).
The rapid adoption of second-screen behavior among older demographics underscores a fundamental change in how audiences consume content. Attention is increasingly fragmented across multiple screens, driven by the pervasive influence of mobile platforms and the growing demand for short-form and social media content.
For broadcasters, streamers, and advertisers, this shift presents both challenges and opportunities. The fragmentation of attention requires a reimagining of content strategies to engage audiences across multiple platforms. Success will depend on the ability to create cohesive content ecosystems that integrate TV and mobile experiences, ensuring relevance in a multi-screen world.
As media multitasking becomes a universal behavior, the industry must adapt to meet the evolving expectations of audiences who now split their attention across screens. This transformation marks a critical juncture for content creators and platforms aiming to capture and retain viewer engagement in an increasingly complex media landscape.
Figure 1: Share of US viewers that look at video clips while watching TV by age group, 2022 and 2025
Source: Omdia
Appendix
Authors
Maria Rua Aguete, Senior Research Director, Media & Entertainment
Max Signorelli, Principal Analyst, Media & Entertainment
Adam Thomas, Practice Lead, Media & Entertainment
