Here's a bold statement: The way we watch TV is changing forever, and it's not just about what's on the screen. But here's where it gets controversial... While some see phone-obsessed millennials and Gen Zers as a distraction, Tubi's Chief Marketing Officer, Nicole Parlapiano, sees a golden opportunity. In an era where nearly 70% of U.S. social media users scroll their phones while watching TV—a trend led by younger generations—Parlapiano believes this 'second-screen' behavior isn't a threat but an 'additive' chance to innovate.
And this is the part most people miss... Instead of fighting against multitasking, Tubi is embracing it with shoppable ads—interactive commercials that let viewers scan QR codes on their TV screens to shop directly from their phones. It's a strategy that's already gaining traction, with industry observers predicting it could revolutionize advertising. Other streamers like Disney+ and Hulu are also jumping on the bandwagon, but Tubi's approach feels particularly tailored to its young, tech-savvy audience.
So, why does this matter? According to a 2025 YouGov survey, multitasking while watching TV isn't just a Gen Z thing—it's a widespread habit. Here’s the kicker: EMARKETER found that 42% of marketers are already using interactive ads, and those with QR codes or gamified elements are 36% more memorable. Even more compelling, these ads strengthen the emotional bond between viewers and brands, according to BrightLine data.
But here's the controversial part... Is this the future of advertising, or are we risking overloading viewers with too many distractions? Ian Sharpe, COO of media at NextTrip, argues that shoppable ads are 'one of the biggest opportunities in modern media,' turning passive viewers into active buyers. Alicia Weaver of Mediassociates adds that this trend isn't limited to Gen Z—even she finds herself scrolling during commercials or sports games. The question is: Are we innovating around consumer behavior, or are we enabling it?
Beyond shoppable ads, marketers are leveraging cross-device retargeting data to reach audiences across platforms. As Weaver puts it, 'We can't change consumer behavior, but we can absolutely innovate around it.' So, here's the big question for you: Is second-screen viewing a problem to solve, or an opportunity to embrace? Let us know in the comments—we want to hear your take!
