Omdia: More than Half of 45–54 Year Olds Now Watch Mobile Video While Watching TV

Why It Matters

The growing second‑screen behavior among mid‑life viewers forces broadcasters, streamers, and advertisers to rethink content and ad strategies for fragmented, cross‑screen audiences.

Key Takeaways

• 52% of 45‑54 year olds multitask with mobile video.
• Multitasking among 55‑64 increased to 35% since 2022.
• Gen Z multitasking stable around 63% over three years.
• Fragmented attention forces broadcasters to integrate mobile experiences.
• Advertisers must redesign campaigns for cross‑screen engagement.

Pulse Analysis

The rise of second‑screen usage among older viewers marks a pivotal shift in media consumption. Omdia’s data reveals that more than half of Americans in the 45‑54 age bracket now pair mobile video with traditional TV, a behavior once confined to Gen Z. This acceleration reflects broader changes in attention spans and the ubiquity of smartphones, turning what was once a niche habit into mainstream viewing. As the demographic landscape evolves, the industry must acknowledge that television is no longer a solitary experience.

For broadcasters and streaming platforms, fragmented attention presents both a challenge and an opportunity. Content creators must design programming that seamlessly extends to mobile devices, leveraging short‑form clips, interactive overlays, and synchronized social feeds to retain viewers across screens. Advertising models are likewise under pressure; linear ads lose impact when audiences are split, prompting a shift toward shoppable video, addressable TV, and cross‑platform measurement that captures engagement on both the TV and the phone. Brands that align their messaging with the multitasking flow can capture higher recall and conversion rates.

Looking ahead, the convergence of TV and mobile will likely drive innovations in data analytics and real‑time personalization. Advanced attribution tools will enable marketers to track how a TV moment triggers mobile interaction, informing more precise audience segmentation. Moreover, emerging formats such as hybrid live‑plus‑on‑demand experiences can capitalize on the dual‑screen habit, offering interactive polls or exclusive behind‑the‑scenes content that only appears on a viewer’s phone. Companies that invest early in cross‑screen ecosystems will secure a competitive edge as the second‑screen phenomenon becomes the new norm across all age groups.