{"id":943491,"date":"2026-03-11T08:37:58","date_gmt":"2026-03-11T12:37:58","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/"},"modified":"2026-03-11T08:37:58","modified_gmt":"2026-03-11T12:37:58","slug":"omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/","title":{"rendered":"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }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 class=\"bwalignc\"><b>Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV<\/b><\/p>\n<p>LONDON&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nNew <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fomdia.tech.informa.com%2Fadvance-your-business%2Fmedia-and-entertainment&amp;esheet=54444720&amp;newsitemid=20260311585852&amp;lan=en-US&amp;anchor=primary+research+data+from+Omdia&amp;index=1&amp;md5=319872ddbaacd020c5ab16ad3d26aa10\">primary research data from Omdia<\/a> reveals that media multitasking is no longer just a Gen Z habit. More than half of adults aged 45\u201354 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260311585852\/en\/2744171\/4\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg\" alt=\"Over half of 45-54s watch videos on their phones while watching TV\" \/><\/p>\n<p style=\"font-size:85%\">Over half of 45-54s watch videos on their phones while watching TV<\/p>\n<\/div>\n<p>\nAccording to Omdia\u2019s latest consumer research, 52% of US viewers aged 45\u201354 reported watching video clips on their phones while watching TV in November 2025, up from 39% in November 2022. The trend is also accelerating among even older viewers: 35% of those aged 55\u201364 now multitask with mobile video, compared with 20% three years ago.<\/p>\n<p>\nThe findings underscore how the second-screen phenomenon &#8211; once associated primarily with younger audiences &#8211; has rapidly expanded across older demographics.<\/p>\n<p>\nSpeaking at the Connected TV World Summit 2026 in London, <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=54444720&amp;newsitemid=20260311585852&amp;lan=en-US&amp;anchor=Maria+Rua+Aguete%2C+Senior+Research+Director+at+Omdia&amp;index=2&amp;md5=006a7593e5acf895abae2927c0496a95\">Maria Rua Aguete, Senior Research Director at Omdia<\/a> said: \u201cMedia multitasking is no longer something that happens only among under-34s. Today, more than half of viewers aged 45\u201354, are watching videos on their phones while watching TV. This is a fundamental shift in how audiences consume content.\u201d<\/p>\n<p>\nYounger viewers remain the most consistent multitaskers, but their behavior has largely stabilized. Among 18\u201324-year-olds, the share rose only slightly from 61% in 2022 to 63% in 2025, while 25\u201334-year-olds increased marginally from 60% to 61% over the same period. By contrast, the strongest growth is happening among older audiences who are rapidly adopting second-screen behaviors.<\/p>\n<p>\nRua Aguete added: \u201cThe biggest change is not among Gen Z &#8211; it\u2019s among viewers aged 45 and over. Multitasking has moved into the mainstream. Audiences increasingly split their attention across multiple screens, which reflects shorter attention spans and the constant pull of mobile platforms.\u201d<\/p>\n<p>\nFor streamers, broadcasters, and advertisers, this shift has major implications for content strategy and audience engagement.<\/p>\n<p>\n\u201cWhen it comes to streamers and broadcasters, the challenge is clear: attention is now fragmented. 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. The platforms that succeed will be those that design programming, marketing and engagement strategies with mobile behavior in mind. TV is no longer a single-screen experience,\u201d Rua Aguete concluded.<\/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&amp;esheet=54444720&amp;newsitemid=20260311585852&amp;lan=en-US&amp;anchor=Omdia&amp;index=3&amp;md5=0ddec347d82bb7d0dee2e112c572ba70\">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, makes 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=20260311585852r1&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\/20260311585852\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/<\/a><\/span><\/p>\n<p>\nFasiha Khan: <a rel=\"nofollow\" href=\"mailto:fasiha.khan@omdia.com\">fasiha.khan@omdia.com<\/a><\/p>\n<p>\nEric Thoo: <a rel=\"nofollow\" href=\"mailto:eric.thoo@omdia.com\">eric.thoo@omdia.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> Europe United States United Kingdom North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> TV and Radio Consumer Electronics Technology Mobile Entertainment Entertainment Research Software Audio\/Video Internet Science Hardware<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260311585852\/en\/2744171\/3\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">Over half of 45-54s watch videos on their phones while watching TV<\/font><\/td>\n<\/tr>\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\/20260311585852\/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: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV LONDON&#8211;(BUSINESS WIRE)&#8211; New primary research data from Omdia reveals that media multitasking is no longer just a Gen Z habit. More than half of adults aged 45\u201354 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/ Over half of 45-54s watch videos on their phones while watching TV According to Omdia\u2019s latest consumer research, 52% of US viewers aged 45\u201354 reported watching video clips on their phones while watching TV in November 2025, up from 39% in &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video 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-943491","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video 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-more-than-half-of-45-54-year-olds-now-watch-mobile-video-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: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV LONDON&#8211;(BUSINESS WIRE)&#8211; New primary research data from Omdia reveals that media multitasking is no longer just a Gen Z habit. More than half of adults aged 45\u201354 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/ Over half of 45-54s watch videos on their phones while watching TV According to Omdia\u2019s latest consumer research, 52% of US viewers aged 45\u201354 reported watching video clips on their phones while watching TV in November 2025, up from 39% in &hellip; Continue reading &quot;Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-11T12:37:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mms.businesswire.com\/media\/20260311585852\/en\/2744171\/4\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg\" \/>\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=\"3 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-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV\",\"datePublished\":\"2026-03-11T12:37:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/\"},\"wordCount\":552,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mms.businesswire.com\\\/media\\\/20260311585852\\\/en\\\/2744171\\\/4\\\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\\\/\",\"name\":\"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV - 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More than half of adults aged 45\u201354 now watch video clips on their mobile phones while watching television, highlighting a major shift in viewing behavior and the growing fragmentation of attention across screens. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260311585852\/en\/ Over half of 45-54s watch videos on their phones while watching TV According to Omdia\u2019s latest consumer research, 52% of US viewers aged 45\u201354 reported watching video clips on their phones while watching TV in November 2025, up from 39% in &hellip; Continue reading \"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/","og_site_name":"Market Newsdesk","article_published_time":"2026-03-11T12:37:58+00:00","og_image":[{"url":"https:\/\/mms.businesswire.com\/media\/20260311585852\/en\/2744171\/4\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV","datePublished":"2026-03-11T12:37:58+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/"},"wordCount":552,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/#primaryimage"},"thumbnailUrl":"https:\/\/mms.businesswire.com\/media\/20260311585852\/en\/2744171\/4\/Over_half_of_45-54s_watch_videos_on_their_phones_while_watching_TV.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-more-than-half-of-45-54-year-olds-now-watch-mobile-video-while-watching-tv\/","name":"Omdia: More Than Half of 45\u201354 Year Olds Now Watch Mobile Video While Watching TV - 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