Simultaneous media consumption has always been seen as a negative factor. It is when people are consuming multiple media at the same time, thus not paying enough attention to one media. Most media content creators designed their contents with a belief that the consumer will experience them in the best possible situation. The researcher feel that this is unrealistic, and survey has shown that 80% of smart phone users, used them while they are watching TV.

But Simultaneous media consumption can be a good thing if the two media provide the same content that enhance one another, an example of Transmedia story telling. Survey said that while the other look at the phone while watching movie, they are looking up the very same content they are watching. The researcher argue that it if we provide information related to what is shown on the screen, more immersion can be achieved.