"Age really is just a number when it comes to social media, as new research from Ampere Analysis shows that more than half of users ages 55 to 64 now watch influencer content every week. This number is up by 10 percentage points since 2020. In the U.K., the figure has also risen over the past five years, from 30% to 38%. TikTok and YouTube, in particular, are behind the growth-proof that Boomers' social media presence is no longer limited to Facebook. "The biggest surprise in our latest data wasn't how popular influencer videos have become, it is how rapidly this trend has extended to older audiences," Annabel Yeomans, senior research manager at Ampere Analysis, said in a statement on December 1."
"The growing popularity of influencer content with older viewers comes as YouTube has established itself as a living-room viewing experience. More than a quarter (29%) now use a smart TV monthly to watch YouTube, as smart TV ownership among internet users ages 55 to 64 in the U.K. and the U.S. is up 20 percentage points since the pandemic, jumping from 59% to 79%. "As viewing habits diversify and platforms like YouTube and TikTok become part of living-room viewing, the lines between social and traditional platforms are blurring," Yeomans said."
"Streaming platforms have responded by partnering with influencers on premium content, as Netflix has with kids' educator Rachel Anne Accurso's Ms. Rachel videos and Amazon has with Molly-Mae Hague's docuseries, Molly-Mae: Behind It All. And yet, just 15% of older consumers globally feel represented in the advertising they see, according to GWI, jumping to 20% for those who follow brands or influencers on so"
More than half of users aged 55 to 64 now watch influencer content every week, up 10 percentage points since 2020. In the U.K. the share in that age group rose from 30% to 38% over five years. TikTok and YouTube are driving much of the growth, with YouTube monthly viewing for 55–64-year-olds up 25% in the U.S. and 14% in the U.K. between Q1 2020 and Q3 2025. TikTok's monthly active users among 55–64-year-olds grew 6% in the U.S. and 16% in the U.K. in the past year. Smart TV ownership among internet users aged 55–64 climbed from 59% to 79%, and 29% now use a smart TV monthly to watch YouTube. Streaming services are partnering with influencers on premium content, while only 15% of older consumers globally feel represented in advertising, rising to 20% among those who follow brands or influencers.
Read at Fast Company
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