In the modern media landscape, audience attention is more fragmented than ever. Viewers are no longer passively consuming content on a single screen. Instead, they are simultaneously engaging with multiple devices, checking social media, browsing the web, and chatting with friends—all while watching TV. This phenomenon, known as “second screening,” has become the norm, especially among younger demographics. However, while second screening offers new opportunities for engagement, it also poses significant challenges for traditional broadcasters, who risk losing audience attention, advertising revenue, and valuable viewer data to external platforms.

Enter co-screening—the next evolution of audience engagement. Unlike second screening, where attention is divided across unrelated content, co-screening creates a seamless and immersive viewing experience, integrating relevant, interactive features directly into the broadcast. By aligning the primary and secondary screens, co-screening ensures that audiences remain engaged with the content they are watching, unlocking new levels of participation, monetization, and viewer retention for broadcasters.

The Rise of Second Screening and Its Challenges

Second screening has become a widespread habit, particularly in sports viewership. Research shows that as of 2019, 95% of global respondents aged 16 to 21 used another device while watching TV, with 72% engaging with social media (Statista). Furthermore, a 2023 survey found that nearly 50% of sports fans actively use multiple screens while watching games (PR Newswire).

For broadcasters, this presents a significant problem:

  • Loss of audience attention: Viewers frequently shift focus away from the primary broadcast.
  • Erosion of advertising revenue: Social media platforms capture engagement and monetization opportunities that should belong to broadcasters.
  • Lack of viewer data: Broadcasters lose critical insights as audience interactions occur on external platforms.
  • Dependence on third parties: Media companies become beholden to unpredictable tech giants and their changing algorithms.

The Social Media Disruption

Social media has exacerbated these challenges, siphoning audience attention and ad dollars away from broadcasters. Platforms like Twitter, Instagram, and TikTok have become the go-to destinations for sports highlights, live reactions, and second-screen engagement. This means that while broadcasters invest heavily in content production, much of the real-time conversation and interaction takes place outside their ecosystems. Worse still, they have little control over how their content is shared, monetized, or even presented—leaving them vulnerable to the unpredictable decisions of platform owners, such as Elon Musk and his often controversial approach to advertisers and freedom of salutes.

Companion Viewing: A Stepping Stone to Co-Screening

Some broadcasters have attempted to bridge this gap with companion viewing experiences—dedicated apps or interactive features that complement their programming. 

A notable example is NBCUniversal’s coverage of the 2024 Summer Olympics. Through platforms like Peacock’s Multiview and Gold Zone, viewers could watch multiple events simultaneously, tailored to their preferences. Innovations such as AI-narrated highlights and TikTok clips broadened access and engagement, marking a new era of streaming that unites audiences around the globe. wired.com

However, these efforts often require viewers to download separate apps or navigate additional interfaces, creating friction and limiting adoption.

Co-Screening in Action: Sport Buff Leading the Charge

Co-screening takes the concept of companion viewing a step further by embedding interactive features directly into the broadcast experience. A prime example of this is Sport Buff, which has pioneered co-screening technology in live sports events. During the FIFA World Cup 2022, Sport Buff provided an interactive overlay experience, allowing fans to engage in real-time predictions, polls, and quizzes without ever looking away from the game. 

By leveraging Sport Buff’s technology, broadcasters can keep audiences engaged within their own platforms, retaining viewer attention, even across different screens, embodying the essence of co-screening.

 

Co-Screening in Action: Beyond Sports with Buff

Another example of co-screening technology in live events going beyond sports is from Buff again. During the Eurovision Song Contest, as 163 million viewers in 156 countries battle it out to vote on the top performance. Buff provided an interactive co-screen experience, allowing fans to engage in real-time reactions, interact with the live studio and commentary, without ever looking away from the show. 

One broadcaster, KAN stated of the co-screening experience with Buff:

“This Enhanced our production and added another layer of engagement and communication with our viewers; It’s a game-changer for our user experiences, content and platforms”

The Eurovision and FIFA World Cup activations also collected numerous awards including the prestigious IBC award for Content Innovation with esteemed Chair of Judges Fergal Ringrose stating:

“A ‘perfect’ example of collaboration, to revolutionise the way viewers participated in live feeds and studio discussions. A game-changing, collaborative, innovation journey.”

 

The Future of Co-Screening

As co-screening evolves, its applications extend beyond just sports. Here’s how it will transform different genres of live and interactive content:

  • Live News: Viewers can access fact-checked information, live discussion polls, and in-depth analysis directly on their screens.
  • Reality TV: Fans can vote for contestants, participate in live Q&As, and engage in interactive storytelling.
  • E-Commerce Integration: Viewers can purchase products seen on-screen without disrupting their experience.
  • Educational Content: Documentaries and learning programs can incorporate real-time quizzes, additional resources, and community discussions.
  • Sports Analytics: Live games can feature on-screen statistics, predictive analysis, and fan-driven content contributions.

A Win-Win for Broadcasters and Audiences

The reality is that audiences are already co-screening—but up until now, broadcasters have ceded control of this experience to external platforms. The difference today is that broadcasters now have the tools to take ownership of viewer engagement at a much higher level and at a fraction of the cost.

Technologies like Sport Buff enable media companies to deliver curated, interactive experiences that drive:

  • Higher audience retention: Keeping viewers engaged within their ecosystem rather than losing them to social media distractions.
  • Enhanced viewer loyalty: Creating a participatory experience strengthens the bond between the audience and the content.
  • Data-driven decision-making: Gaining deeper insights into viewer preferences and behaviors.
  • Increased monetization opportunities: Directly integrating advertising, sponsorships, and transactions into the viewing experience.

Co-Screening is the Future of Viewer and Media Engagement

Co-screening represents a paradigm shift in how audiences consume content. As broadcasters face growing competition for viewer attention, they must embrace this evolution to remain relevant and competitive. By leveraging innovative engagement solutions, broadcasters can turn second screening from a distraction into an opportunity—one that enhances the viewing experience, strengthens audience loyalty, and drives greater revenues.

The future of media engagement is not about fighting the second screens—it’s about making them work for you.