Nielsen: The Rise of Multiscreen Viewing

The general population of sports fans increased their multiscreen viewing activities by an average of 5% over the last year, with this percentage doubling to 10% among Gen Z, according to Nielsen’s Fans Are Changing the Game, 2022 Global Sports Marketing Report. In total, 47% of the people who watch sports on TV or digital platforms simultaneously watch other live content.


Check/write emails
Gen Z: 24%
General population: 21%

Play games online
Gen Z: 31%
General population: 20%

Talk on the phone
Gen Z: 28%
General population: 24%

Use apps
Gen Z: 46%
General population: 35%

Use social media platforms
Gen Z: 43%
General population: 32%

Text/SMS message
Gen Z: 27%
General population: 20%

Order food delivery
Gen Z: 27%
General population: 18%

Originally published in the ADRENALIN Spring 2022 issue.

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