Watching or distracted? Observing multitasking behavior during streaming and TV viewing in the age of multiscreening

Abstract

Multitasking while watching television and streaming content has increased with second-screen usage, dividing viewers’ attention between the main screen and other devices. This study refines multitasking measurement by comparing self-reports with direct observation. Secret Covert observation of 536 participants during a 20-minute viewing session revealed that they looked away 19% of the time, with self-reports underestimating this by 28%. The participants averaged six gaze shifts per session, which were also underestimated in their self-reports. The women looked away for longer than the men, while self-selected content reduced multitasking. Awareness of being observed decreased distractions, highlighting methodological challenges. These findings underscore the prevalence of multitasking and the need for precise measurement.