Three in four Americans use smartphones while watching TV, says Omdia
September 14, 2026 09.35 Europe/London By Julian Clover


Three in four television viewers in the United States now use their smartphones while watching TV, with older audiences increasingly adopting second-screen viewing, according to new research from Omdia.

The figures, presented by Maria Rua Aguete, global head of media and entertainment at Omdia, at IBC 2026, suggest the battle for viewers’ attention is shifting from competition between television platforms to competition between the television and the smartphone.

The research found 75% of US television viewers regularly use other media on their phones while watching TV. While younger viewers remain the biggest users of second screens, the strongest growth has come among older age groups.

Among adults aged 55 to 64, simultaneous media use has increased from 42% in 2023 to 56% this year. Among 45 to 54-year-olds, it has risen from 62% to 73%.

Omdia says the trend reflects the growing influence of short-form and vertical video, with audiences increasingly switching between television and personalised mobile content.

“We don’t have a content problem. We have an attention problem,” said Rua Aguete.

“Three in four Americans are using their phones while watching TV, and increasingly what they are doing is watching more video. The battle is no longer simply TV versus mobile. Both screens are on. The question is: which one has your attention?”

Omdia argues broadcasters, streaming services and advertisers need to rethink viewing behaviour by treating television and mobile as complementary rather than separate platforms.

“The future isn’t TV versus mobile. It’s TV and mobile,” Rua Aguete said. “The companies that understand how audiences move between those screens, and how to capture attention on both, will be best positioned to win.”

The findings were presented as part of Omdia’s latest research into changing video consumption, the attention economy and the growth of short-form and vertical video.