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# Omdia: 3 in 4 US TV viewers now dual-screen with phones
- URL: https://www.medianexis.com/omdia-3-in-4-us-tv-viewers-now-dual-screen-with-phones/
- Published: 2026-09-15T23:17:51.000Z
- Updated: 2026-09-15T23:17:51.000Z
- Description: Omdia research presented at IBC 2026 finds three in four US TV viewers regularly use smartphones while watching television.
- Author: Fabric.Media Editorial
- Tags: Measurement, Omdia: 3 in 4 US TV viewers now dual-screen with phones

**Why it matters.** Broadcasters and advertisers can no longer treat TV exposure as full attention, since a growing share of even older, high-value audiences are simultaneously engaged with short-form video on a second screen.

*Signal from* [*advanced-television.com*](https://advanced-television.com/?ref=medianexis.com) *·* [*read the original*](https://www.advanced-television.com/2026/09/14/research-3-in-4-americans-use-phones-while-watching-tv/?ref=medianexis.com)*.*