Media consumption shifts as smartphone use and sports interest rise

Recent research highlights a significant shift in media consumption habits, characterized by multi-screen usage and evolving interest in sports among younger demographics.

Data from Omdia indicates that approximately 75% of U.S. television viewers regularly use smartphones for other media while watching TV. This trend is increasing across various age groups; for instance, simultaneous media use among 55- to 64-year-olds rose from 42% in 2023 to 56% in 2026. Researchers suggest that the industry faces an “attention problem” rather than a content problem, as short-form and vertical video on mobile devices compete directly with traditional television and streaming services.

Concurrently, a study by Hub Entertainment Research found that sports viewership is rising, particularly among younger audiences. Fans under age 18 are significantly more likely to report watching more sports on TV than in the previous year compared to older demographics. However, younger fans often engage with sports through a diffused media approach, utilizing YouTube streams, social media, and group chats alongside traditional broadcasts, often discovering content through creators rather than scheduled programming.