Podcast #1229: Second Screen Viewing

On this week’s show we look at the phenomenon of watching a little screen while simultaneously watching a big screen.  We also read your emails and take a look at the week’s news.

News:

• New data shows ESPN, Fox One both over 2 million subscribers
• Get Disney+ and Hulu for a combined $5 per month for 12 months

Second Screen Viewing 

The phrase “Second Screen Viewing” is when a person watches TV and simultaneously uses a secondary device like a smartphone, tablet, or laptop to engage with content related (or unrelated) to what’s on the TV.  On this week’s show we will focus on the “unrelated” aspect  Second Screen Viewing and how it is affecting what you watch on your TVs

Second-screen behavior has become a common companion to TV viewing allowing viewers to engage in social TV by live-tweeting or posting reactions on platforms like X (Twitter), Instagram, or TikTok—especially during live sports, reality TV voting, or award shows—while following conversations through hashtags like #SuperBowl or #TheBachelor. 

But what we will be really focusing on today, many people simply multitask with unrelated activities—scrolling social media, texting, gaming, or working—while the TV plays in the background. So what are the TV producers doing about this phenomenon?

Simplifying Content for "Background" or "Half-Attention" Viewing   

Producers are increasingly designing shows that don't require undivided focus, reducing the risk of viewers abandoning content if they glance away. This includes "dumbing down" narratives to accommodate distractions like social media scrolling. 

Streamlined Storytelling - Streamers like Netflix instruct showrunners to create "second screen enough" scripts—simple plots, minimal complex dialogue, and easy-to-follow arcs that allow viewers to dip in and out without confusion. For instance, Justine Bateman, a writer-director, reported notes from streamers emphasizing that "the viewer's primary screen is their phone," so shows avoid twists that demand full attention.

This approach has sparked debate. Critics argue it stifles creativity, turning TV into "background noise" rather than compelling drama, but it boosts retention metrics for casual viewers.

Integrating Interactivity and Social TV Features  - To pull attention back to the main screen (or extend engagement), producers build in real-time elements that encourage phone use tied to the show, fostering community and loyalty without full distraction. Companion Apps and Voting: Apps sync with broadcasts for polls, stats, or exclusive content. Dancing with the Stars added in-app voting and a "Star Panel" rating system in 2024, letting fans score performances live—boosting participation without leaving the TV. Similarly, Love Island (ITV Studios) uses apps for couple-voting, turning second screens into engagement hubs.

So basically, TV producers aren't eliminating second screens; they're evolving with them and dumbing down what you watch on an expensive 75” “Secondary” screen. 

Commentary 

How about this for an idea? Make compelling content! My wife and two daughters are constantly on their phones when we watch TV together. You know when they aren’t? When watching high quality shows that require your attention. Examples include, Last Frontier and Lone Wolf. Shows like Survivor (and don’t get me started on how they ruined that show) barely require 20% of your attention. The fact is, it's easier to dumb down content for people who are obsessed with their smart phones than it is to make compelling content. Yes, streaming has opened the door to way more content but unfortunately most of it is not worth watching. And I know I am right in this assessment because studies show 70-90% of viewers engage in second screen viewing regularly.