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Omdia: 3 in 4 US TV viewers now dual-screen with phones

Omdia research presented at IBC 2026 finds three in four US TV viewers regularly use smartphones while watching television.

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 · read the original.

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