Phones have become the new remote control — and that’s changing how we watch, shop, and advertise.
For years, marketers worried about viewers scrolling through their phones instead of paying attention to the TV. But what if that habit isn’t a threat — what if it’s the next big opportunity? That’s exactly how Tubi’s Chief Marketing Officer, Nicole Parlapiano, is looking at the rise of “second-screen” behavior among young audiences.
According to market research from YouGov’s spring 2025 survey, nearly 70% of U.S. social media users browse their feeds while watching TV. Millennials lead the trend, with Gen Z close behind. This multitasking might sound like an advertiser’s nightmare at first — after all, why pay for attention that’s split between two screens? But Tubi sees this behavior differently.
Parlapiano describes the trend not as a disruption but as an “additive” layer of engagement. Her perspective flips the usual marketing concern on its head: instead of fighting divided attention, Tubi is embracing it. One of its key strategies? Shoppable ads. These interactive spots use call-to-action tools such as QR codes, letting viewers scan their TV screens to explore or purchase products directly from their phones. Platforms like Disney+ and Hulu have experimented with similar tools, signaling a wider industry shift toward interactive, commerce-driven ad experiences.
“When audiences are already glued to both their screens, we can create a seamless link between watching and acting,” Parlapiano explained. Viewers are not just spectators anymore — they’re potential customers ready to engage instantly.
Recent data supports this shift. A study from eMarketer, published in October 2025, found that about 42% of marketers now use interactive ads as part of their connected TV or social media campaigns. Ads featuring QR codes or gamified interactions were remembered 36% more often without prompting, and they improved overall brand affinity — the emotional connection people feel toward a brand — according to research by BrightLine.
But here’s where it gets interesting: Second-screen scrolling, once seen as a distraction, is actually fueling innovation. Ian Sharpe, COO of media at NextTrip, argues that advertisers shouldn’t fear Gen Z’s multitasking habits. “Their comfort with browsing, buying, and chatting while watching makes advertising naturally shoppable,” he said. Instead of hoping someone remembers a TV spot later, brands can now inspire immediate action through direct digital links and QR-triggered experiences.
And it’s not just a Gen Z phenomenon. Alicia Weaver, VP of media activation at Mediassociates, points out that people of all ages pick up their phones during commercial breaks or live events. “This isn’t confined to younger audiences,” she said. “Even I find myself scrolling while a show’s on.” Weaver adds that beyond shoppable ads, brands can use cross-device retargeting — serving follow-up ads on phones, tablets, and social platforms — to make the most of this evolving behavior.
Her takeaway is clear: second-screen viewing isn’t a phase, it’s the future. “We can’t change how consumers act,” Weaver explained, “but we can absolutely innovate around their habits.”
And this is the part most marketers miss: Instead of lamenting short attention spans, Tubi and others are reframing the problem — transforming distraction into engagement. When the phone becomes part of the viewing experience, ads can do more than just talk at people. They can invite them to act in real time.
So, what do you think? Are second-screen ads a brilliant adaptation to modern behavior — or just another way for marketers to chase distracted audiences? Share your thoughts in the comments — because one thing’s certain: the remote control isn’t what it used to be.
