Seventy percent of Americans scroll social media while listening to music and consuming other content such as watching TV. Women report this behavior more frequently than men, and Millennials report it even more, with eight in ten engaging in the habit. Some platforms capture more attention amid the split focus; YouTube usage increased for a third of Americans overall and for fifty-six percent of Gen Z. Advertisers benefit as two in five social media users report purchasing something because of an ad, with half of Gen Z saying the same. Multiscreen multitasking and platform-specific gains are shaping media consumption patterns.
Most people are no longer sticking to just one screen. According to YouGov's "State of US Media Consumption in 2025" report, 70 percent of Americans say they scroll through social media while listening to music and consuming other content, such as watching TV. Women are more likely than men, and the habit is even stronger among Millennials, where it climbs to 8 in 10.
Within that swirl of split attention, some platforms are winning more than others. YouTube stands out, with a third of Americans overall saying they are using it more than last year, and the number jumps to 56 percent among Gen Z. Advertisers are paying attention, too, since two in five social media users admit they have purchased something because of an ad, including half of Gen Z. No matter where you look, it seems that something is working to hold you there.
Collection
[
|
...
]