Have you ever heard of “second screening”? We explain this modern phenomenon to you

With televisions, smartphones, tablets, smartwatches and other stimulating devices, people’s attention is increasingly fragmented, in a trend that doesn’t appear to be slowing down. The concept of “second screening” is a modern phenomenon, and gives its name to a kind of visualization multitasking. Understand!

With smartphones full of applications and televisions and computers full of content, it is increasingly difficult to keep viewers/users focused on a single task or content.
The juggling between the different devices resulted in a curious phenomenon: the second screeningwhich is the use of a secondary devicetypically a smartphone, while simultaneously engaging with primary content on another screen, such as a television.
While watching television or a series on the computer, viewers frequently check social media or browse the Internet, distracting their attention.

In 2004, the University of California conducted an experiment that monitored participants' changes in focus. At the time, they occurred on average every 2.5 minutes. Recent studies, however, conclude that the changes have decreased to around 47 seconds!
According to an article published on the website Verdictcontent providers must adapt to the new way of consuming content.

We are discovering a new frenetic way of consuming content
A study by LG Ad Solutions found that 93% of viewers who have their television on multitask across multiple devices while streaming.
Given the reduction in attention span, significant implications arise for the way we consume television and are on social media, as viewers are less likely to remain engaged with the main content for prolonged periods.
In this sense, those responsible for content must ensure that viewers can follow a program even if it is playing in the background. So nowadays, if stories are too complex, viewers who are simultaneously juggling other tasks may opt to turn off the show in favor of their secondary device.

In an interview with Hollywood ReporterJustine Bateman, actress and director, revealed that she knows of many producers who have already received notes from streamers complaining that a certain program/series is not enough to serve as a second screen.
Since the phenomenon of second screening can stifle creativity, companies like Netflix have adopted new strategies, going beyond common series and films, in order to engage their viewers on more levels, namely via games and interactive content.
Considering this phenomenon of second screening, do you think companies that don't adapt will be left behind?