The Rise of Influencer Content Among Older Audiences

Recent research from Ampere Analysis reveals a significant increase in the consumption of influencer content among older audiences, particularly those aged 55 to 64. In the United States, weekly viewership in this demographic rose from 44% in early 2020 to 54% by the third quarter of 2025. Similarly, in the United Kingdom, the figure increased from 30% to 38% over the same period. This trend indicates a broader acceptance of influencer-driven media beyond its traditionally youthful audience.

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The surge in influencer content consumption among older viewers is closely linked to the rising adoption of smart TVs. Ownership among internet users aged 55-64 jumped from 59% in early 2020 to 79% by late 2025. This technological shift has facilitated easier access to platforms like YouTube and TikTok, which have seen notable growth in monthly active users. YouTube's monthly viewing among this age group increased by 25% in the U.S. and 14% in the U.K. between Q1 2020 and Q3 2025, while TikTok's user base among older adults grew by 6% in the U.S. and 16% in the U.K. during the same timeframe.

The DeskTikTok, YouTube influencer videos gain favor with older demosYouTube growth driven by older viewers, research revealsCreator, streamer partnerships to grow as older viewers turn to influencer contentDeadline Hollywood

Streaming services are responding to this demographic shift by forming partnerships with influencers to create tailored content. Amazon Prime Video has launched "Molly Mae: Behind It All," Disney+ features "The D’Amelio Show," and Netflix has seen success with "Miss Rachel," which ranked as the sixth most-watched children's program globally in the first half of 2025. These collaborations aim to attract and retain older viewers who are increasingly engaging with influencer content.

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Annabel Yeomans, Senior Research Manager at Ampere Analysis, emphasized the rapid expansion of influencer viewing among older demographics, stating, “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.” She noted that the lines between social media and traditional platforms are blurring, creating new opportunities for collaboration across different types of media.

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Despite the positive trends, some critics argue that the rise of influencer content among older audiences may lead to misinformation, as not all influencers are equipped to provide accurate information. Concerns have been raised regarding the potential for misleading content, particularly in areas such as health and finance, where older viewers may be more vulnerable.

Deadline Hollywood

As the trend of older audiences engaging with influencer content continues to grow, streaming platforms are likely to explore further collaborations with creators. This shift may lead to an increase in content specifically designed for older viewers, enhancing their viewing experience and expanding the market for influencer-driven media.

Creator, streamer partnerships to grow as older viewers turn to influencer content

• “Annabel Yeomans, senior research manager at Ampere Analysis, said: “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, Ampere Analysis

YouTube growth driven by older viewers, research reveals

• “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.” — Annabel Yeomans, Senior Research Manager, Ampere Analysis

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