Television is no longer competing only with streaming platforms. It is now vying for attention against the device most viewers keep within reach at all times: the smartphone.
A New Attention Economy Is Taking Shape
Market research firm Omdia says the divide between TV and mobile is increasingly disappearing, with nearly three in four US television viewers regularly using their phones for other media while watching television. The finding points to a broader shift in viewing behavior that is reshaping how audiences consume video across markets.
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What was once considered a distraction is becoming the norm. Rather than choosing between screens, viewers are using them together, turning television and mobile devices into a single, fluid media environment.
Older Viewers Are Driving The Shift Too
The trend is not confined to younger audiences. Omdia found that simultaneous media use has risen across age groups, including among viewers historically seen as more loyal to traditional television.
Among Americans aged 55 to 64, the share using other media while watching television climbed from 42% in 2023 to 56% in 2026. For those aged 45 to 54, the figure rose from 62% to 73% over the same period. Among 35- to 44-year-olds, it increased to 76% from 69%.
The pattern suggests that the attention challenge facing broadcasters is becoming structural, not cyclical.
Short-Form Video Is Changing Viewing Habits
Much of this shift is being fueled by short-form and vertical video, formats that have trained audiences to expect highly personalized content delivered instantly on mobile devices. That habit does not disappear when the television is on.
As María Rúa Aguete, global head of media and entertainment at Omdia, put it: “We don’t have a content problem. We have an attention problem.” She added that “three in four US TV viewers are using their phones while watching TV, and increasingly what they are doing is watching more video.”
Her conclusion is telling: “The battle is no longer simply TV versus mobile; both screens are on.”
What It Means For Broadcasters And Streamers
For media companies, the implication is clear. The challenge is no longer limited to producing more programming. In an environment where viewers can shift attention in seconds, retaining engagement has become a separate business priority.
That creates pressure on broadcasters, streaming platforms and content owners alike. Success will depend not only on what audiences watch, but on why they move from one screen to another — and what keeps them coming back.
For advertisers, the lesson is just as significant. TV and mobile can no longer be treated as isolated environments. Viewers are moving across screens in real time, which means campaigns must reflect how media is actually consumed, not how legacy planning models assume it is consumed.
A Global Problem, Not Just An American One
Although the data comes from the US, the broader behavior is global. The same devices, platforms and content habits are available in markets around the world, making the trend relevant well beyond American households.
Rúa Aguete presented the findings at IBC 2026 in Amsterdam, where Omdia used the research to illustrate how rapidly audience behavior is changing in the age of mobile video.
For broadcasters in smaller markets such as Cyprus, the pressure is no less acute. Local television now competes not only with domestic channels and streaming services, but with an endless library of global video content accessible on a phone at any moment.
The Real Question For Television
The central issue for the industry is not whether television still matters. It does. The question is whether it can still command attention when viewers have a second screen constantly competing for their focus.
In the new media economy, the winners will not simply be the companies with the most content. They will be the ones that understand how audiences move between screens — and how to hold their attention once they do.
