{"id":1003343,"date":"2026-09-14T12:55:21","date_gmt":"2026-09-14T16:55:21","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\/"},"modified":"2026-09-14T12:55:21","modified_gmt":"2026-09-14T16:55:21","slug":"omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\/","title":{"rendered":"Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV"},"content":{"rendered":"<p>        <!--.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p><b>Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV<\/b><\/p>\n<p>LONDON&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nNearly three in four US TV viewers regularly use their smartphones for other media while watching television, highlighting growing competition for audience attention between TV and mobile video, according to new Omdia consumer research.<\/p>\n<p>\nOmdia\u2019s research shows that simultaneous media use is becoming increasingly widespread across age groups:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nAmong <b>55\u201364-year-olds<\/b>, simultaneous media use has risen from <b>42% in 2023 to 56% in 2026<\/b><\/li>\n<li>\nAmong <b>45\u201354-year-olds<\/b>, it has increased from <b>62% to 73%<\/b> over the same period<\/p>\n<\/li>\n<li>\nAmong <b>35\u201344-year-olds<\/b>, the direction is also upwards, from <b>69% to 76%<\/b> during that time<\/p>\n<\/li>\n<\/ul>\n<p>\nThe findings highlight how competition for viewers\u2019 attention is extending beyond TV programs and streaming services to the smartphone screen. Short-form video, in particular, is increasingly competing for viewers\u2019 attention even while the television remains on.<\/p>\n<p>\n\u201cWe don\u2019t have a content problem. We have an attention problem,\u201d said <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fauthors%2Fmaria-rua-aguete&amp;esheet=54603620&amp;newsitemid=20260914417922&amp;lan=en-US&amp;anchor=Mar%26iacute%3Ba+R%26uacute%3Ba+Aguete%2C+Global+Head+of+Media+%26amp%3B+Entertainment+at+Omdia&amp;index=1&amp;md5=ff3fb659f53a6ecf410d1ff6dd257bd7\">Mar\u00eda R\u00faa Aguete, Global Head of Media &amp; Entertainment at Omdia<\/a>. \u201cThree in four US TV viewers 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?\u201d<\/p>\n<p>\nShort-form and vertical video are playing an increasingly significant role in this shift. Viewers are becoming accustomed to highly personalized, instantly accessible video experiences on smartphones, adding another source of competition for traditional television and streaming services.<\/p>\n<p>\nFor broadcasters, streaming platforms, advertisers and content owners, this changing behavior reinforces the need to consider TV and mobile as part of the same viewing experience, as audiences increasingly move their attention between the two.<\/p>\n<p>\n\u201cThe future isn\u2019t TV versus mobile. It\u2019s TV and mobile,\u201d added R\u00faa Aguete. \u201cThe companies that understand how audiences move between those screens, and how to capture attention on both, will be best positioned to win.\u201d<\/p>\n<p>\nThe findings are based on Omdia\u2019s latest research into changing video consumption habits, the attention economy and the growth of short-form and vertical video, presented by R\u00faa Aguete at IBC 2026 in Amsterdam.<\/p>\n<p><b>ABOUT OMDIA<\/b><\/p>\n<p><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2F&amp;esheet=54603620&amp;newsitemid=20260914417922&amp;lan=en-US&amp;anchor=Omdia&amp;index=2&amp;md5=105b066baa7e0b43121db090a6abdfb8\">Omdia<\/a>, part of TechTarget, Inc. d\/b\/a Informa TechTarget (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets, grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients\u2019 strategic advantage. From R&amp;D to ROI, we identify the greatest opportunities and move the industry forward.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260914417922r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260914417922\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260914417922\/en\/<\/a><\/span><\/p>\n<p>\nFasiha Khan: <a rel=\"nofollow\" href=\"mailto:fasiha.khan@omdia.com\">fasiha.khan@omdia.com<br \/>\n<\/a><br \/>Eric Thoo: <a rel=\"nofollow\" href=\"mailto:eric.thoo@omdia.com\">eric.thoo@omdia.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> North America United States Asia Pacific United Kingdom Europe<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Technology Mobile\/Wireless Entertainment Communications Audio\/Video Media TV and Radio Hardware Consumer Electronics<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260914417922\/en\/2526440\/3\/ITTOmdia-Logo-Grad-Indigo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV LONDON&#8211;(BUSINESS WIRE)&#8211; Nearly three in four US TV viewers regularly use their smartphones for other media while watching television, highlighting growing competition for audience attention between TV and mobile video, according to new Omdia consumer research. Omdia\u2019s research shows that simultaneous media use is becoming increasingly widespread across age groups: Among 55\u201364-year-olds, simultaneous media use has risen from 42% in 2023 to 56% in 2026 Among 45\u201354-year-olds, it has increased from 62% to 73% over the same period Among 35\u201344-year-olds, the direction is also upwards, from 69% to 76% during that time The findings highlight how competition for viewers\u2019 attention is extending beyond TV programs and streaming services &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1003343","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV LONDON&#8211;(BUSINESS WIRE)&#8211; Nearly three in four US TV viewers regularly use their smartphones for other media while watching television, highlighting growing competition for audience attention between TV and mobile video, according to new Omdia consumer research. Omdia\u2019s research shows that simultaneous media use is becoming increasingly widespread across age groups: Among 55\u201364-year-olds, simultaneous media use has risen from 42% in 2023 to 56% in 2026 Among 45\u201354-year-olds, it has increased from 62% to 73% over the same period Among 35\u201344-year-olds, the direction is also upwards, from 69% to 76% during that time The findings highlight how competition for viewers\u2019 attention is extending beyond TV programs and streaming services &hellip; Continue reading &quot;Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-14T16:55:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260914417922r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV\",\"datePublished\":\"2026-09-14T16:55:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/\"},\"wordCount\":480,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20260914417922r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-three-in-four-us-tv-viewers-use-smartphones-while-watching-tv\\\/\",\"name\":\"Omdia: Three in Four US TV Viewers Use Smartphones While Watching TV - 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