More than half of adults aged 45–54 are watching videos on multiple screens at the same time, according to new research from Omdia.
The research firm reports that 52% of viewers in that age group watch video clips on their mobile phones while watching television, up from 39% three years ago. Older viewers are also doing this more often, with 35% of those aged 55–64 now multitasking with mobile video, compared with 20% three years ago.
It appears, from the Omdia report, that older viewers are finally catching up to younger viewers’ habits. Far higher percentages of people in younger age groups watch on multiple screens at once, though their percentage increase in the last three years has been smaller. Among 18- to 24-year-olds, the share rose only slightly from 61% in 2022 to 63% in 2025, while 25- to 34-year-olds increased marginally from 60% to 61% over the same period.
“Media multitasking is no longer something that happens only among under-34s. Today, more than half of viewers aged 45–54 are watching videos on their phones while watching TV. This is a fundamental shift in how audiences consume content,” Maria Rua Aguete, Omdia senior research director, said while speaking at the Connected TV World Summit 2026 in London.
She added: “The biggest change is not among Gen Z — it’s 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.”
Omdia said the research has important content and audience engagement strategy implications for advertisers, broadcasters, and streamers.
“Attention is now fragmented,” Rua Aguete said. “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.”