The news: Older audiences are rapidly adopting second-screen habits, showing that multitasking behavior isn’t just a Gen Z trend.

• Over half (52%) of US consumers ages 45 to 54 watched videos on their phones while watching TV in November 2025, up from 39% in November 2022, per Omdia.
• Among consumers ages 55 to 64, 35% now engage with second screens during TV viewing, an increase from 20% three years ago.

These behavioral shifts far outpace changes among younger generations: Second-screening rose from 61% in 2022 to 63% in 2025 among consumers ages 18 to 24, and from 60% to 61% for consumers ages 24 to 34.

We expect 81.9% of the US population will be second-screen users in 2027.

Why it’s worth watching: When older audiences adopt behaviors associated with Gen Z, it can suggest mass media consumption changes and firm consumer shifts. The attention of Gen X audiences, who hold strong spending power, is becoming fragmented.

As second-screening goes mainstream, traditional assumptions about captive TV audiences could break down, raising the risk of missed impressions and weaker ad recall. Focusing on integrated TV and mobile experiences while aligning creative and messaging across screens will be crucial to maintaining campaign efficacy.

The opportunity: Despite the risk of attention splintering, second-screening also creates a real-time bridge between awareness and action, where marketers can use TV to capture intent and mobile to drive conversions. It also creates precise retargeting and sequential messaging opportunities, turning fragmented attention into coordinated engagement.

What marketers should do: Marketers need cross-screen strategies to sustain reach, frequency, and outcomes as simultaneous mobile viewing becomes the norm.

• Sync TV ads with mobile retargeting or second-screen activations and promotions.
• Reinforce TV messaging with short-form video posts on social apps.
• Design creative for dual attention, including clear branding and quick hooks.