US media consumption and multi-screen usage trends

Media consumption in the United States is undergoing a significant shift toward multi-screen engagement. Research indicates that approximately 75% of U.S. television viewers regularly use smartphones for other media while watching TV, a trend that is increasing across various age groups. This behavior includes the “second screen” phenomenon, where consumers use mobile devices to interact with television content, access real-time statistics, or participate in interactive broadcasts.

Specific demographics show distinct patterns in this engagement. Hispanic consumers demonstrate higher rates of shoppable TV activities, such as scanning QR codes to purchase products, at 38% compared to 29% of non-Hispanics. Additionally, while sports viewership is rising among younger audiences, these viewers often utilize a “diffused media approach,” combining traditional broadcasts with YouTube streams, social media, and group chats.

Industry researchers suggest that media companies are facing an “attention problem” as short-form and vertical mobile video compete directly with traditional television and streaming services.