Research: Over Half of 45–54 Year Olds Watch Mobile While TV Viewing

Why It Matters

The rise of multitasking among mid‑life viewers fragments attention, forcing broadcasters and advertisers to adopt cross‑screen engagement models to retain audiences and monetize viewership.

Key Takeaways

• 52% of 45‑54 year-olds multitask with mobile video
• Growth from 39% to 52% in three years
• 35% of 55‑64 multitask, up from 20%
• Younger adults' multitasking rates plateaued around 60%
• Advertisers must design cross‑screen content ecosystems

Pulse Analysis

Omdia’s latest consumer research confirms that the once‑youth‑centric habit of second‑screen viewing has migrated into the 45‑54 age bracket, with more than half of that cohort now watching mobile video while a TV program runs. The metric climbed from 39 percent in 2022 to 52 percent in 2025, and a similar surge is evident among 55‑64‑year‑olds, whose multitasking rate doubled to 35 percent. This diffusion reflects broader changes in attention spans and the ubiquity of smartphones, signaling that media multitasking is becoming a mainstream behavior rather than a niche trend.

For broadcasters and streaming services, the data erodes the assumption that linear TV can capture undivided attention. Programming must now be conceived as part of a content ecosystem that extends onto mobile devices, with synchronized promos, interactive overlays, and companion short‑form clips that keep viewers engaged across screens. Networks that experiment with real‑time social feeds or second‑screen quizzes are already seeing higher retention, while those that cling to single‑screen formats risk audience erosion as viewers split their focus between the couch and the palm.

Advertisers, too, must redesign measurement and buying models to account for fragmented attention. Cross‑screen campaigns that blend TV spots with mobile video ads, branded hashtags, and shoppable short clips can capture the split viewership and deliver incremental ROI. The rise of multitasking also opens opportunities for real‑time analytics, enabling brands to gauge engagement the moment a viewer toggles between screens. As the second‑screen habit matures across older demographics, the industry’s competitive edge will hinge on how swiftly it integrates mobile behavior into its core strategy.