In 2025, second screen behavior and multiscreen habits isn’t just common, it’s foundational to how audiences watch
For Gen Z and Millennials especially, the moment a show starts, their phones are already active, not as distractions, but as extensions of their experience. Recent data underscores how deeply embedded this behavior has become:
- Among Gen Z, 85% to 89% use a mobile device while watching TV.
- In a recent survey, 76.5% of Gen Z and 76.4% of Millennials reported that they “often” or “always” browse the internet on a separate device while watching TV.
- Smartphones dominate as the default second screen: between 96–98% of Gen Z own one, nearly universally.
The types of second-screen use are surprisingly consistent: from checking social media and messaging, to looking up show-related trivia or background, to shopping links tied to what’s on screen. Among Gen Z, nearly 44% check messages within a minute of receiving them, signaling how intertwined their real-time communication is with their viewing experience. And shopping via the second screen is no afterthought, mobile wallets, influencer-driven purchases, and instant buy options are prevalent in that flow. What do these numbers tell us? They show that second screen behavior is no longer the exception, it’s the rule, especially among younger audiences. And yet, most streaming platforms still treat phone usage as a risk: distraction, fragmentation, an exit point. At Sound Dimension, we see it as the single greatest opportunity. With our AiFi technology, the phone stops being a rival channel and becomes an essential part of the narrative , extending sound, enabling synchronized listening, and deepening social connection. In the sections that follow, I’ll show you exactly how AiFi flips second screen behavior from a challenge into a strategic advantage, and how embracing it can make your content more immersive, more social, and more monetizable.
Second Screen Behavior: Reframed, Reclaimed, and Reimagined
With our AiFi technology, we transform the second screen into part of the entertainment experience, turning what looks like distraction into deeper engagement, stronger retention, and new monetization opportunities. Here’s how AiFi makes second screen behavior a strategic advantage: 1. The Phone as the Gateway to Shared Experiences Yes, people use their phones while watching, and that’s a huge opportunity. Instead of treating the phone as a threat, AiFi makes it part of the sound ecosystem. Using device-to-device audio sync, every phone can become a speaker, creating:
- Social listening experiences, social is a much stronger experience
- Synchronized surround sound across multiple devices, far better sound for your users makes video content better
- Immersive group sessions for music, film, and live events provide a natural space to surface related content, player statistics, and personalized recommendations
With AiFi, your audience’s phones don’t pull them away, they pull them deeper into your content. 2. Engagement, Not Distraction When viewers reach for their phones, it doesn’t have to mean you’ve lost them. AiFi® keeps them within your platform by turning their second screen into a sound extension. The same device that could launch a competing app now becomes a natural part of your storytelling — reinforcing immersion rather than breaking it. 3. Virality and Social Amplification Second screens are where conversations happen. With most users on social media while watching, this is where content spreads. AiFi helps platforms enable shared listening and synchronized group experiences that are inherently social. By making the sound experience communal, viewers are more likely to share moments, reactions, and recommendations — organically amplifying your content. 4. New Data and Monetization Channels Second screen behavior isn’t just engagement , it’s measurable engagement. With AiFi, platforms don’t just track views. They can track participation: who joined, how long they stayed, and how they interacted in a shared sound experience. That unlocks:
- Premium synchronized live events
- Upsells for group sound experiences
- Sponsorships and branded events
- Audience intelligence for smarter planning
This isn’t just data, it’s insight into how communities engage with your content. 5. Turning Fragmentation Into Retention The biggest risk with second screens is churn, users drifting into unrelated apps or platforms. AiFi flips this around: the phone becomes an extension of your service, not an exit point. By enabling synchronized sound experiences across devices, platforms create stronger bonds, increase watch time, and reduce churn.
Learn more about audience engagement here.
Don’t Fight the Phone. Use It.
At Sound Dimension, we’re not trying to change user behavior. We’re building on it. Most people assume second screens are the enemy. We see them as the missing piece. AiFi transforms second screen behavior from distraction to amplification, making every phone part of the story, the music, the event. Let’s Talk Sound-Driven Second Screen Strategy Second screen behavior is now the norm, and the competition for attention is louder than ever. Sound Dimension ensures your content cuts through. With AiFi, every moment becomes:
- More immersive
- More social
- More measurable
- More monetizable
→ Want to hear what the future sounds like? Book a Demo
FAQ: Second Screen Behavior & AiFi Technology
Q1. What is second screen behavior?
Second screen behavior is when viewers use a mobile device, like a smartphone or tablet, while watching TV or streaming content. Instead of being a distraction, it has become a natural extension of the viewing experience, especially for Gen Z and Millennials.
Q2. How common is second screen use among Gen Z and Millennials?
Very common. Research shows that 85–89% of Gen Z use their phone while watching TV, and over 76% of Gen Z and Millennials say they “often” or “always” browse the internet on a second device while watching. Smartphones are the dominant second screen, with ownership rates close to 98%.
Q3. What do people do on their second screens while watching TV?
Most people check social media, message friends, look up show-related trivia, or shop online while watching TV. Among Gen Z, nearly 44% respond to messages within a minute, showing how deeply second screens are tied to communication and engagement.
Q4. Why is second screen behavior important for streaming platforms?
Because it’s no longer the exception — it’s the rule. Second screen habits can either lead to distraction and churn or, if harnessed correctly, create deeper engagement, stronger retention, and new monetization opportunities.
Q5. How does AiFi technology from Sound Dimension use second screen behavior?
AiFi turns smartphones into synchronized speakers, creating shared sound experiences. Instead of competing for attention, the phone becomes part of the entertainment, enabling:
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Social listening sessions
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Surround sound across devices
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Immersive group experiences for music, film, or live events
Q6. How does AiFi improve audience engagement?
AiFi keeps viewers inside the platform by making their phones part of the story. Instead of leaving to another app, they stay immersed in the experience through synchronized sound, deeper connection, and real-time social interaction.
Q7. Can second screen behavior help content go viral?
Yes. Most conversations about shows and music already happen on second screens. By enabling shared listening and group experiences, AiFi makes these moments more social and shareable, increasing organic reach and word-of-mouth growth.
Q8. How does AiFi create new monetization opportunities?
With AiFi, platforms can offer premium synchronized live events, upsell group sound experiences, run sponsored listening sessions, and collect valuable audience intelligence. This turns engagement into measurable data and new revenue streams.
Q9. How does AiFi reduce churn for streaming platforms?
Instead of viewers drifting to unrelated apps, AiFi keeps the phone connected to the content. By making the second screen part of the platform experience, watch time increases, user bonds strengthen, and churn decreases.
Q10. How can I learn more or see AiFi in action?
You can book a demo with Sound Dimension to experience how AiFi transforms second screen behavior into a powerful engagement and monetization strategy.