Sound Dimension

What is second screen behavior?

Second screen behavior is when viewers use a phone or tablet while watching TV or streaming. For Gen Z and Millennials, it’s now a natural extension of the viewing experience.

How common is second screen use among Gen Z and Millennials?

Very common. 85–89% of Gen Z use a mobile device while watching TV, and over 76% of Gen Z and Millennials say they often or always browse the internet on a second device. Smartphones are the dominant second screen, with ownership near universal.

What do people do on their second screens while watching?

Typical activities include checking social media and messages, looking up show-related info, and shopping links tied to what’s on screen.

Why does second screen behavior matter for streaming platforms?

It’s the norm, not the exception. Managed well, it drives deeper engagement, longer watch time, stronger retention, and new monetization opportunities.

How does Sound Dimension’s AiFi use the second screen?

AiFi turns phones into synchronized speakers, integrating them into the sound experience for social listening, surround sound across devices, and immersive group sessions.

How does AiFi improve engagement instead of causing distraction?

By keeping the phone inside the experience: the second screen becomes a sound extension of the story, reinforcing immersion rather than pulling viewers into competing apps.

Can second screen behavior help content go viral?

Yes. Second screens are where conversations happen. Shared listening and synchronized group moments are inherently social, boosting organic sharing and recommendations.

What monetization opportunities does AiFi unlock?

Premium synchronized live events, upsells for group sound experiences, sponsorships and branded events, plus audience intelligence on participation and session behavior.