**Title: TV is No Longer Competing Alone for Viewers’ Attention**
Recent research from market analysis firm Omdia has revealed a significant transformation in how audiences engage with television, particularly in the United States. The study indicates that a substantial majority of TV viewers are now multitasking, with nearly 75% regularly using their smartphones to consume other media while watching television. This trend highlights a growing challenge for broadcasters and content creators, as viewers increasingly perceive television and mobile devices as interconnected components of their viewing experience.
The findings suggest that simultaneous media consumption is becoming more prevalent across various age demographics. Notably, the proportion of viewers aged 55 to 64 who engage with other media while watching TV has surged from 42% in 2023 to 56% by 2026. Similarly, the 45 to 54 age group has seen an increase from 62% to 73%, while those aged 35 to 44 have risen from 69% to 76%. This data underscores a shift in attention dynamics, indicating that the competition for viewers' focus is no longer limited to traditional television versus streaming platforms; rather, it now includes the smartphone as a significant player.
María Rúa Aguete, Omdia's global head of media and entertainment, emphasized the implications of these findings, stating, “We don’t have a content problem. We have an attention problem.” She noted that the majority of US TV viewers are not only watching television but are also increasingly consuming video content on their phones simultaneously. Aguete remarked, “The battle is no longer simply TV versus mobile; both screens are on,” highlighting the need for broadcasters and content producers to adapt to this dual-screen environment.
The rise of short-form video content is a critical factor in this shift. Viewers have become accustomed to quick, personalized videos on their mobile devices, which can easily divert attention from traditional television programming. Aguete pointed out that the challenge for media companies is not merely to produce more content but to effectively capture and retain viewer attention across multiple screens. As audiences seamlessly transition between devices, the need to understand their viewing habits becomes paramount.
This trend is not confined to the United States; it reflects a global phenomenon where similar technologies and viewing patterns are accessible to consumers worldwide. The proliferation of short-form and vertical video formats means that television programs are now competing against an almost limitless array of instantly available content on smartphones.
For advertisers, the implications are significant. The need to consider how audiences interact with media across various platforms is becoming increasingly crucial. Traditional advertising strategies that treat television and mobile as separate entities may no longer be effective in capturing the attention of multitasking viewers.
Aguete's insights suggest that the future landscape of media consumption will not be defined by a rivalry between TV and mobile devices. Instead, companies that can adeptly navigate the transitions between screens will be best positioned for success. Understanding the motivations behind viewers' shifts in attention could prove as vital as knowing which specific programs are being watched.
The findings presented at IBC 2026 in Amsterdam serve as a wake-up call for media companies, including those in smaller markets like Cyprus, where audiences have access to the same global streaming services. Traditional broadcasters must now grapple with the question of whether television can still command viewer attention in an era where multiple sources of video content are vying for the same audience.
As the media landscape continues to evolve, the challenge for content creators and advertisers will be to adapt to these changing viewing habits. The integration of television and mobile viewing experiences represents a new frontier in the attention economy, where understanding audience behavior across platforms will be key to capturing and maintaining viewer engagement.