Omdia puts US second-screen smartphone use at nearly three in four TV viewers
The research covers simultaneous media use while the television is on, and rose across every age band measured since 2023. It contains no microdrama figure.
What this basis means: Third-party research vendor estimate. The vendor is named wherever the source identifies it.
Omdia published consumer research on 14 September 2026 finding that nearly three in four US television viewers regularly use a smartphone for other media while watching television. The work was presented by Maria Rua Aguete, Omdia's global head of media and entertainment, at IBC 2026 in Amsterdam.
Simultaneous media use rose in every age band Omdia measured between 2023 and 2026: from 42% to 56% among 55 to 64 year-olds, from 62% to 73% among 45 to 54 year-olds, and from 69% to 76% among 35 to 44 year-olds. Omdia frames the trend as evidence that short-form mobile video increasingly competes for attention while the television set remains on.
The release is narrow in scope. It is a measure of second-screen behaviour across all mobile media, and it carries no figure for microdrama viewing, revenue or engagement; short-form and vertical video appear in it as qualitative framing only. It is a different instrument from Omdia's microdrama engagement series, which is built on Sensor Tower mobile usage data, and the two are not comparable.
Omdia's own listing dates the release to 14 September 2026.