Multi-screening is second nature for Gen Z

A study has found that 44% of Generation Z in the US prefer to watch multiple pieces of content on different devices simultaneously, rather than focusing on a single piece of content. This multi-screen trend has become the norm and has even given rise to a new kind of content on social networks.

It has become increasingly common to see young people juggling multiple devices as they watch content. Generation Z and Millennials have developed a habit of consuming content using multiple screens.

According to Y Pulse’s “Attention Economy trend report”, almost 69% of Generation Zers spend their time on social networks while watching TV, while Millennials are even more likely to adopt this habit with 76% engaging in “dual screening”.

The study also revealed that while the majority of young people surveyed confirmed they multitask while watching a video, 44% of Generation Z and 41% of Millennials prefer to watch several pieces of content simultaneously, rather than focusing on one.

Despite dividing their attention between multiple screens, young consumers pay just as much attention to the content they watch. The report explained that they have learned to quickly switch between multiple pieces of content, inspiring new content categories that cater to their desire for additional stimulation. In fact, 54% of Generation Zers surveyed said that watching multiple videos at the same time helps them concentrate, compared to 43% of Millennials.

This trend of consuming multiple pieces of content simultaneously has become particularly popular on social networks, especially on TikTok. Content creators have embraced the concept of offering two pieces of content on the same video using a split-screen format, either at the bottom and top, or left and right.

TikTok’s “Duet” feature, which allows users to “paste” a video of another creator to their own creation, has contributed to the popularity of this trend. Content creators have discovered that this format holds the attention of viewers, resulting in increased viewer numbers and improved monetization of their content. This trend is expected to continue as Americans are projected to spend more time watching videos on apps than on TV by the end of 2023.

Other platforms, such as YouTube TV, have also entered this market by offering “multiview” or the ability to view multiple streams and programs at the same time. – AFP Relaxnews