Why the second screen is becoming a strategic layer for media

The evolving trend of second-screen behavior, where viewers engage with additional digital content and platforms while watching live broadcasts, is reshaping how media companies approach content creation, audience engagement, and monetization. This trend was a significant focus at BroadcastAsia in Singapore, highlighting the potential for broadcasters and rights holders to leverage second-screen experiences to retain control over engagement and gather valuable first-party data. As traditional long-form viewership models decline, media companies are exploring new monetization formats such as interactive stats, mobile-first experiences, and live commerce that align with fragmented audience attention. The rise of AI-generated highlights, personalized content, and creator communities further emphasizes the shift towards engaging experiences that extend beyond the main video stream. Real-time software solutions play a crucial role in synchronizing these interactive features with the primary viewing experience, facilitating seamless audience journeys that integrate live events, discovery, and commerce.