According to a recent study by the Omdia group, nearly 75% of American viewers use their smartphone while watching television. A lack of concentration that, in our view, is not specific to the United States; it is almost certain that similar results would be found elsewhere, notably in France.
Competition that affects all generations
This figure shows just how much competition between screens continues to grow, within the home itself. A fragmentation of attention, then, but one that curiously does not necessarily affect only younger generations. Thus, in the 55-64 age group, the proportion of such behavior rose from 42% in 2023 to 56% in 2026. For 45-54-year-olds, this figure rose from 62% to 73%.