LATEST DEVELOPMENT
Ampere Analysis reveals 50%+ of users ages 55-64 now watch influencer content weekly (up 10 percentage points since 2020), with TikTok and YouTube driving growth as Boomer social presence extends beyond Facebook—while smart TV ownership among 55-64 demographic jumps from 59% to 79% since pandemic, transforming YouTube into living-room viewing experience.
INDUSTRY TALK
"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. 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."
BY THE NUMBERS
Demographic shift includes:
50%+ of 55-64 age group watching influencer content weekly
10 percentage point increase since 2020 in U.S.
38% in U.K. (up from 30% five years ago)
25% YouTube monthly viewing growth (Q1 2020-Q3 2025) in U.S. for 55-64 demographic
6% TikTok MAU growth in U.S., 16% in U.K. among 55-64 past year
SMART TV ADOPTION
Living-room transformation includes:
29% using smart TV monthly to watch YouTube
79% smart TV ownership among 55-64 internet users (up from 59%)
20 percentage point increase since pandemic
Blurring lines between social and traditional platforms
YouTube establishing itself as living-room viewing experience
STREAMING PLATFORM RESPONSE
Premium content partnerships include:
Netflix partnering with kids' educator Rachel Anne Accurso (Ms. Rachel)
Amazon partnering with Molly-Mae Hague for docuseries "Behind It All"
Streaming services increasingly collaborating with influencers
Approach first attracting younger viewers now gaining older audience traction
New opportunities emerging across different platform types
REPRESENTATION GAP
Market opportunity includes:
Only 15% of older consumers globally feeling represented in advertising
20% for those following brands/influencers on social media
Growing number of "granfluencers" filling representation void
Fast-growing demographic catching marketers' attention
Older creators representing previously underserved audience segment
THE BOTTOM LINE
The rapid adoption of influencer content among 55-64 demographic demonstrates that creator economy extends far beyond youth culture, with smart TV proliferation transforming social platforms into living-room experiences while massive representation gap—only 15% of older consumers feeling represented in advertising—creates opportunity for granfluencers and brands willing to authentically engage older audiences who increasingly discover content through same platforms and consumption patterns as younger generations.