04
Context of Use
4a
Co-viewing
83%
users share Smart TV with family members and friends
Who usually shares Smart TV
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
4%
5%
9%
25%
45%
Question: "Who do you most often use Smart TV with?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV: a hub that synchronizes daily home activities.
Smart TV expands the functionality of home devices, covering a range from entertainment to video communication and smart home management, involving all family members in scenarios that were previously the prerogative of mobile devices or computers.
Couples act as the primary users in almost all scenarios, while children actively engage with "utilitarian" functions — from video calls to educational programs.
Who usually uses Smart TV in specific situations
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
Watching broadcast / cable TV channels
Watching online cinemas
Watching downloaded movies and series
Watching video hosting services
Listening to music / podcasts
Playing games
Scrolling through social media feeds
Using video calls
Exercising
Working / studying
Managing a smart home
49%
54%
53%
42%
37%
31%
39%
38%
22%
18%
57%
19%
28%
26%
29%
28%
41%
12%
26%
11%
27%
29%
12%
10%
10%
6%
5%
4%
9%
10%
6%
2%
12%
5%
5%
5%
5%
6%
6%
6%
5%
6%
6%
6%
3%
4%
5%
4%
6%
6%
3%
4%
4%
2%
2%
Question: "Who do you most often use Smart TV with in the following situations?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
4b
Multitasking
Combining Smart TV viewing with other activities
Multitasking is a natural part of interacting with Smart TV.
For most users, viewing happens in the background of active home life: cooking, cleaning, eating, self-care, socializing. This does not diminish its value — in fact, Smart TV captures attention in moments when other channels fall short.
90%
occasionally combine Smart TV viewing with other activities
Number of activities
37%
1-2 activities
35%
3-4 activities
18%
5-6 activities
10%
more than 6 activities
Question: "What do you usually do simultaneously while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
36%
users interact with their smartphone or tablet while watching
this opens up space for cross-screen communication.
Activities
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person with friends/family
Playing with children or pets
Engaging in creative activities
Working
Researching content information
Learning
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Gender Differences
The type of parallel activities strongly depends on gender specifics.
Women
For women, it often accompanies emotionally rich, social, and multitasking scenarios — from self-care to playing with children.
Men
Men tend to engage in monotonous or passive parallel activities, often related to relaxation and consumption.
Combining Smart TV viewing with other activities (Gender)
Men
Women
Total
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person
Playing with children or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
4%
11%
14%
13%
7%
13%
20%
4%
33%
53%
47%
73%
5%
12%
14%
21%
30%
25%
23%
42%
39%
49%
65%
70%
5%
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Significantly above average
Significantly below average
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Age segments
Different age groups use Smart TV in fundamentally different ways.
Older users
Use Smart TV as a point of relaxation and ritual consumption. For them, it replaces traditional television with a familiar scenario: "I turn it on in the evening and unwind."
Youth
Use Smart TV as background in a multi-tasking environment; for them, it is an element of the digital ecosystem.
Combining Smart TV viewing with other activities (age)
18-25
26-35
36-45
46-55
56-65
In summary
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Interacting in person
Playing with kids or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
19%
19%
20%
21%
25%
23%
25%
25%
47%
51%
51%
72%
13%
2%
15%
23%
20%
34%
27%
32%
43%
51%
59%
72%
11%
3%
15%
16%
17%
21%
20%
21%
34%
48%
58%
68%
9%
1%
12%
15%
19%
11%
20%
22%
31%
53%
55%
70%
8%
3%
11%
15%
19%
7%
19%
23%
30%
52%
59%
76%
71%
57%
51%
36%
24%
22%
19%
19%
18%
14%
12%
5%
Significantly above average
Significantly below average
Question: "What do you usually do concurrently while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
4c
Using a second screen
Using Smart TV with a second screen
Background viewing:
Users seamlessly combine video consumption with communication, shopping, and managing everyday tasks. This enhances the role of CTV in the digital day.
36%
Users utilize Smart TV with a second screen
Using Smart TV with a second device
I am messaging friends or relatives
I am scrolling through social media feeds
I am browsing catalogs in online stores or marketplaces
I am reading the news
I am responding to emails and messages
I am playing games
I am ordering food or grocery delivery
I am editing, deleting, or publishing photos or videos
I am watching other video content on my smartphone
I am listening to music
I am reading books
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive CTV audience study, Visible and Data Insight, 2025
Gender differences
The type of parallel activities heavily depends on gender specifics.
Women
The behavioral pattern of women is more oriented towards social interaction and shopping. Women tend to browse catalogs and social media significantly more than men, but read the news less often.
Men
The behavioral pattern of men is focused on informational and entertainment activities. Men are more likely to play games, watch secondary video content, and read the news, but interact less with visual and user-generated content.
Using Smart TV with a second device (gender)
Men
Women
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
10%
18%
23%
16%
31%
38%
45%
54%
45%
56%
64%
8%
11%
13%
25%
32%
29%
41%
43%
59%
64%
65%
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Significantly above average
Significantly below average
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age differences
We observe multi-scenario behavior across different age groups.
At the same time, e-commerce activity (browsing catalogs, ordering food) is one of the few consistent scenarios across all ages, especially 26–45.
Using Smart TV with a second device (age)
18-25
26-35
36-45
46-55
56-65
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
11%
21%
30%
31%
33%
42%
49%
38%
50%
56%
77%
11%
19%
19%
25%
42%
31%
42%
53%
60%
68%
68%
5%
11%
13%
16%
26%
27%
36%
42%
50%
59%
54%
10%
9%
5%
17%
31%
39%
42%
53%
61%
64%
65%
12%
9%
18%
18%
23%
29%
47%
53%
42%
55%
64%
65%
61%
53%
48%
42%
33%
32%
21%
17%
14%
9%
Significantly above average
Significantly below average
Question: "What exactly do you do on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Apps used while watching Smart TV
Top 20 apps on the second screen
Telegram
VK (VKontakte)
WhatsApp*
Ozon
Wildberries
Odnoklasnyki
Instagram*
Email (Gmail, Outlook, etc.)
Yandex Market
YouTube
VK Video
Mobile games
TikTok
Rutube
Aliexpress
Yandex Food
Pyaterochka
Samokat
Cooper
Magnit Delivery
0,8%
1%
1%
1%
1,1%
1,3%
1,5%
1,6%
2%
2,1%
2,2%
2,4%
2,7%
3,5%
3,8%
4,2%
4,8%
9,9%
11%
14%
* the services are owned by Meta, which is recognized as an extremist organization in the territory of the Russian Federation.
Question: "What apps on your smartphone (tablet) do you use alongside watching Smart TV in the following situations?" N=530 It should be noted that in this question, the "brand strength" may play a significant role, and the respondent chooses those they are familiar with.
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
4d
Key Findings
Multitasking is a basic consumption scenario
90% of users combine viewing with other activities—cooking, cleaning, eating, self-care. This does not diminish the value of contact; on the contrary, CTV captures attention where other channels lose it.
Smart TV lives in the background of home life — and this is key to its sustainable penetration.
Multi-screen consumption
36% of users interact with a smartphone or tablet simultaneously.
This creates a strong foundation for cross-screen communications and the integration of e-commerce scenarios. Users easily transition from viewing to action: searching, ordering, purchasing, communicating.
E-commerce as a universal pattern
E-commerce scenarios (browsing catalogs, ordering food) are consistently encountered across all age groups. They are particularly prominent among those aged 26–45 — an audience with high consumer potential.
Smart TV - a screen that encompasses the entire household
Over 80% of users regularly share the Smart TV with family members and friends.
© Visible
All Rights Reserved
04
Context of Use
4a
Co-viewing
83%
users share Smart TV with family members and friends
Who usually shares Smart TV
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
4%
5%
9%
25%
45%
Question: "Who do you most often use Smart TV with?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV: a hub that synchronizes daily home activities.
Smart TV expands the functionality of home devices, covering a range from entertainment to video communication and smart home management, involving all family members in scenarios that were previously the prerogative of mobile devices or computers.
Couples act as the primary users in almost all scenarios, while children actively engage with "utilitarian" functions — from video calls to educational programs.
Who usually uses Smart TV in specific situations
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
Watching broadcast / cable TV channels
Watching online cinemas
Watching downloaded movies and series
Watching video hosting services
Listening to music / podcasts
Playing games
Scrolling through social media feeds
Using video calls
Exercising
Working / studying
Managing a smart home
49%
54%
53%
42%
37%
31%
39%
38%
22%
18%
57%
19%
28%
26%
29%
28%
41%
12%
26%
11%
27%
29%
12%
10%
10%
6%
5%
4%
9%
10%
6%
2%
12%
5%
5%
5%
5%
6%
6%
6%
5%
6%
6%
6%
3%
4%
5%
4%
6%
6%
3%
4%
4%
2%
2%
Question: "Who do you most often use Smart TV with in the following situations?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
4b
Multitasking
Combining Smart TV viewing with other activities
Multitasking is a natural part of interacting with Smart TV.
For most users, viewing happens in the background of active home life: cooking, cleaning, eating, self-care, socializing. This does not diminish its value — in fact, Smart TV captures attention in moments when other channels fall short.
90%
occasionally combine Smart TV viewing with other activities
Number of activities
37%
1-2 activities
35%
3-4 activities
18%
5-6 activities
10%
more than 6 activities
Question: "What do you usually do simultaneously while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
36%
users interact with their smartphone or tablet while watching
this opens up space for cross-screen communication.
Activities
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person with friends/family
Playing with children or pets
Engaging in creative activities
Working
Researching content information
Learning
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Gender Differences
The type of parallel activities strongly depends on gender specifics.
Women
For women, it often accompanies emotionally rich, social, and multitasking scenarios — from self-care to playing with children.
Men
Men tend to engage in monotonous or passive parallel activities, often related to relaxation and consumption.
Combining Smart TV viewing with other activities (Gender)
Men
Women
Total
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person
Playing with children or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
4%
11%
14%
13%
7%
13%
20%
4%
33%
53%
47%
73%
5%
12%
14%
21%
30%
25%
23%
42%
39%
49%
65%
70%
5%
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Significantly above average
Significantly below average
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Age segments
Different age groups use Smart TV in fundamentally different ways.
Older users
Use Smart TV as a point of relaxation and ritual consumption. For them, it replaces traditional television with a familiar scenario: "I turn it on in the evening and unwind."
Youth
Use Smart TV as background in a multi-tasking environment; for them, it is an element of the digital ecosystem.
Combining Smart TV viewing with other activities (age)
18-25
26-35
36-45
46-55
56-65
In summary
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Interacting in person
Playing with kids or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
19%
19%
20%
21%
25%
23%
25%
25%
47%
51%
51%
72%
13%
2%
15%
23%
20%
34%
27%
32%
43%
51%
59%
72%
11%
3%
15%
16%
17%
21%
20%
21%
34%
48%
58%
68%
9%
1%
12%
15%
19%
11%
20%
22%
31%
53%
55%
70%
8%
3%
11%
15%
19%
7%
19%
23%
30%
52%
59%
76%
71%
57%
51%
36%
24%
22%
19%
19%
18%
14%
12%
5%
Significantly above average
Significantly below average
Question: "What do you usually do concurrently while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
4c
Using a second screen
Using Smart TV with a second screen
Background viewing:
Users seamlessly combine video consumption with communication, shopping, and managing everyday tasks. This enhances the role of CTV in the digital day.
36%
Users utilize Smart TV with a second screen
Using Smart TV with a second device
I am messaging friends or relatives
I am scrolling through social media feeds
I am browsing catalogs in online stores or marketplaces
I am reading the news
I am responding to emails and messages
I am playing games
I am ordering food or grocery delivery
I am editing, deleting, or publishing photos or videos
I am watching other video content on my smartphone
I am listening to music
I am reading books
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive CTV audience study, Visible and Data Insight, 2025
Gender differences
The type of parallel activities heavily depends on gender specifics.
Women
The behavioral pattern of women is more oriented towards social interaction and shopping. Women tend to browse catalogs and social media significantly more than men, but read the news less often.
Men
The behavioral pattern of men is focused on informational and entertainment activities. Men are more likely to play games, watch secondary video content, and read the news, but interact less with visual and user-generated content.
Using Smart TV with a second device (gender)
Men
Women
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
10%
18%
23%
16%
31%
38%
45%
54%
45%
56%
64%
8%
11%
13%
25%
32%
29%
41%
43%
59%
64%
65%
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Significantly above average
Significantly below average
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age differences
We observe multi-scenario behavior across different age groups.
At the same time, e-commerce activity (browsing catalogs, ordering food) is one of the few consistent scenarios across all ages, especially 26–45.
Using Smart TV with a second device (age)
18-25
26-35
36-45
46-55
56-65
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
11%
21%
30%
31%
33%
42%
49%
38%
50%
56%
77%
11%
19%
19%
25%
42%
31%
42%
53%
60%
68%
68%
5%
11%
13%
16%
26%
27%
36%
42%
50%
59%
54%
10%
9%
5%
17%
31%
39%
42%
53%
61%
64%
65%
12%
9%
18%
18%
23%
29%
47%
53%
42%
55%
64%
65%
61%
53%
48%
42%
33%
32%
21%
17%
14%
9%
Significantly above average
Significantly below average
Question: "What exactly do you do on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Apps used while watching Smart TV
Top 20 apps on the second screen
Telegram
VK (VKontakte)
WhatsApp*
Ozon
Wildberries
Odnoklasnyki
Instagram*
Email (Gmail, Outlook, etc.)
Yandex Market
YouTube
VK Video
Mobile games
TikTok
Rutube
Aliexpress
Yandex Food
Pyaterochka
Samokat
Cooper
Magnit Delivery
0,8%
1%
1%
1%
1,1%
1,3%
1,5%
1,6%
2%
2,1%
2,2%
2,4%
2,7%
3,5%
3,8%
4,2%
4,8%
9,9%
11%
14%
* the services are owned by Meta, which is recognized as an extremist organization in the territory of the Russian Federation.
Question: "What apps on your smartphone (tablet) do you use alongside watching Smart TV in the following situations?" N=530 It should be noted that in this question, the "brand strength" may play a significant role, and the respondent chooses those they are familiar with.
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
4d
Key Findings
Multitasking is a basic consumption scenario
90% of users combine viewing with other activities — cooking, cleaning, eating, self-care. This does not diminish the value of contact; on the contrary, CTV captures attention where other channels lose it.
Smart TV lives in the background of home life — and this is key to its sustainable penetration.
Multi-screen consumption
36% of users interact with a smartphone or tablet simultaneously.
This creates a strong foundation for cross-screen communications and the integration of e-commerce scenarios. Users easily transition from viewing to action: searching, ordering, purchasing, communicating.
E-commerce as a universal pattern
E-commerce scenarios (browsing catalogs, ordering food) are consistently encountered across all age groups. They are particularly prominent among those aged 26–45 — an audience with high consumer potential.
Smart TV - a screen that encompasses the entire household
Over 80% of users regularly share the Smart TV with family members and friends.
© Visible
All Rights Reserved
04
Context of Use
4a
Co-viewing
83%
users share Smart TV with family members and friends
Who usually shares Smart TV
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
4%
5%
9%
25%
45%
Question: "Who do you most often use Smart TV with?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV: a hub that synchronizes daily home activities.
Smart TV expands the functionality of home devices, covering a range from entertainment to video communication and smart home management, involving all family members in scenarios that were previously the prerogative of mobile devices or computers.
Couples act as the primary users in almost all scenarios, while children actively engage with "utilitarian" functions — from video calls to educational programs.
Who usually uses Smart TV in specific situations
Spouse / Partner
Children
Elder family members
Sisters / Brothers
Friends and other guests
Watching broadcast / cable TV channels
Watching online cinemas
Watching downloaded movies and series
Watching video hosting services
Listening to music / podcasts
Playing games
Scrolling through social media feeds
Using video calls
Exercising
Working / studying
Managing a smart home
49%
54%
53%
42%
37%
31%
39%
38%
22%
18%
57%
19%
28%
26%
29%
28%
41%
12%
26%
11%
27%
29%
12%
10%
10%
6%
5%
4%
9%
10%
6%
2%
12%
5%
5%
5%
5%
6%
6%
6%
5%
6%
6%
6%
3%
4%
5%
4%
6%
6%
3%
4%
4%
2%
2%
Question: "Who do you most often use Smart TV with in the following situations?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
4b
Multitasking
Combining Smart TV viewing with other activities
Multitasking is a natural part of interacting with Smart TV.
For most users, viewing happens in the background of active home life: cooking, cleaning, eating, self-care, socializing. This does not diminish its value — in fact, Smart TV captures attention in moments when other channels fall short.
90%
occasionally combine Smart TV viewing with other activities
Number of activities
37%
1-2 activities
35%
3-4 activities
18%
5-6 activities
10%
more than 6 activities
Question: "What do you usually do simultaneously while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
36%
users interact with their smartphone or tablet while watching
this opens up space for cross-screen communication.
Activities
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person with friends/family
Playing with children or pets
Engaging in creative activities
Working
Researching content information
Learning
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Gender Differences
The type of parallel activities strongly depends on gender specifics.
Women
For women, it often accompanies emotionally rich, social, and multitasking scenarios — from self-care to playing with children.
Men
Men tend to engage in monotonous or passive parallel activities, often related to relaxation and consumption.
Combining Smart TV viewing with other activities (Gender)
Men
Women
Total
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Socializing in person
Playing with children or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
4%
11%
14%
13%
7%
13%
20%
4%
33%
53%
47%
73%
5%
12%
14%
21%
30%
25%
23%
42%
39%
49%
65%
70%
5%
12%
14%
18%
19%
19%
22%
24%
36%
51%
57%
71%
Significantly above average
Significantly below average
Question: "What do you usually do in parallel when watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Age segments
Different age groups use Smart TV in fundamentally different ways.
Older users
Use Smart TV as a point of relaxation and ritual consumption. For them, it replaces traditional television with a familiar scenario: "I turn it on in the evening and unwind."
Youth
Use Smart TV as background in a multi-tasking environment; for them, it is an element of the digital ecosystem.
Combining Smart TV viewing with other activities (age)
18-25
26-35
36-45
46-55
56-65
total
Just relaxing, watching TV
Doing household chores
Watching Smart TV while eating
Sitting on my smartphone or tablet
Taking care of myself
Interacting in person
Playing with kids or pets
Engaging in creative activities
Exercising in front of the screen
Working
Researching content information
Learning
19%
19%
20%
21%
25%
23%
25%
25%
47%
51%
51%
72%
13%
2%
15%
23%
20%
34%
27%
32%
43%
51%
59%
72%
11%
3%
15%
16%
17%
21%
20%
21%
34%
48%
58%
68%
9%
1%
12%
15%
19%
11%
20%
22%
31%
53%
55%
70%
8%
3%
11%
15%
19%
7%
19%
23%
30%
52%
59%
76%
71%
57%
51%
36%
24%
22%
19%
19%
18%
14%
12%
5%
Significantly above average
Significantly below average
Question: "What do you usually do concurrently while watching movies, shows, videos, or series on Smart TV?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
4c
Using a second screen
Using Smart TV with a second screen
Background viewing:
Users seamlessly combine video consumption with communication, shopping, and managing everyday tasks. This enhances the role of CTV in the digital day.
36%
Users utilize Smart TV with a second screen
Using Smart TV with a second device
I am messaging friends or relatives
I am scrolling through social media feeds
I am browsing catalogs in online stores or marketplaces
I am reading the news
I am responding to emails and messages
I am playing games
I am ordering food or grocery delivery
I am editing, deleting, or publishing photos or videos
I am watching other video content on my smartphone
I am listening to music
I am reading books
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive CTV audience study, Visible and Data Insight, 2025
Gender differences
The type of parallel activities heavily depends on gender specifics.
Women
The behavioral pattern of women is more oriented towards social interaction and shopping. Women tend to browse catalogs and social media significantly more than men, but read the news less often.
Men
The behavioral pattern of men is focused on informational and entertainment activities. Men are more likely to play games, watch secondary video content, and read the news, but interact less with visual and user-generated content.
Using Smart TV with a second device (gender)
Men
Women
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
10%
18%
23%
16%
31%
38%
45%
54%
45%
56%
64%
8%
11%
13%
25%
32%
29%
41%
43%
59%
64%
65%
9%
14%
17%
21%
32%
33%
42%
48%
53%
61%
65%
Significantly above average
Significantly below average
Question: "What exactly are you doing on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age differences
We observe multi-scenario behavior across different age groups.
At the same time, e-commerce activity (browsing catalogs, ordering food) is one of the few consistent scenarios across all ages, especially 26–45.
Using Smart TV with a second device (age)
18-25
26-35
36-45
46-55
56-65
Total
Messaging
Scrolling through the feed
Browsing the catalog
Reading the news
Replying to emails/messages
Playing games
Ordering food delivery
Editing and publishing photos/videos
Watching other video content
Listening to music
Reading books
11%
21%
30%
31%
33%
42%
49%
38%
50%
56%
77%
11%
19%
19%
25%
42%
31%
42%
53%
60%
68%
68%
5%
11%
13%
16%
26%
27%
36%
42%
50%
59%
54%
10%
9%
5%
17%
31%
39%
42%
53%
61%
64%
65%
12%
9%
18%
18%
23%
29%
47%
53%
42%
55%
64%
65%
61%
53%
48%
42%
33%
32%
21%
17%
14%
9%
Significantly above average
Significantly below average
Question: "What exactly do you do on your smartphone (tablet) while watching movies, shows, videos, or series on Smart TV?" N=530
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Apps used while watching Smart TV
Top 20 apps on the second screen
Telegram
VK (VKontakte)
WhatsApp*
Ozon
Wildberries
Odnoklasnyki
Instagram*
Email (Gmail, Outlook, etc.)
Yandex Market
YouTube
VK Video
Mobile games
TikTok
Rutube
Aliexpress
Yandex Food
Pyaterochka
Samokat
Cooper
Magnit Delivery
0,8%
1%
1%
1%
1,1%
1,3%
1,5%
1,6%
2%
2,1%
2,2%
2,4%
2,7%
3,5%
3,8%
4,2%
4,8%
9,9%
11%
14%
* the services are owned by Meta, which is recognized as an extremist organization in the territory of the Russian Federation.
Question: "What apps on your smartphone (tablet) do you use alongside watching Smart TV in the following situations?" N=530 It should be noted that in this question, the "brand strength" may play a significant role, and the respondent chooses those they are familiar with.
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
4d
Key Findings
Multitasking is a basic consumption scenario
90% of users combine viewing with other activities — cooking, cleaning, eating, self-care. This does not diminish the value of contact; on the contrary, CTV captures attention where other channels lose it.
Smart TV lives in the background of home life — and this is key to its sustainable penetration.
Multi-screen consumption
36% of users interact with a smartphone or tablet simultaneously.
This creates a strong foundation for cross-screen communications and the integration of e-commerce scenarios. Users easily transition from viewing to action: searching, ordering, purchasing, communicating.
E-commerce as a universal pattern
E-commerce scenarios (browsing catalogs, ordering food) are consistently encountered across all age groups. They are particularly prominent among those aged 26–45 — an audience with high consumer potential.
Smart TV - a screen that encompasses the entire household
Over 80% of users regularly share the Smart TV with family members and friends.
Contacts
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