US TV Viewers Use Smartphones While Watching, Raising Attention Competition

Nearly three in four US TV viewers use their smartphones for other media while watching TV, according to Omdia's consumer research. Simultaneous media use has risen across age groups: 42% in 2023 to 56% among 55-64-year-olds, 62% to 73% among 45-54-year-olds, and 69% to 76% among 35-44-year-olds. Competition for viewers' attention extends beyond TV programs and streaming services to the smartphone screen, with short-form video increasingly competing for attention.