More Older Adults Are Turning to Influencer Content, New Research Shows
Research by Ampere Analysis reveals that older viewers are increasingly engaging with influencer content, challenging the notion that this form of entertainment is primarily for younger audiences.
According to the analysis, more than half (54%) of Americans aged 55 to 64 watch influencer content on a weekly basis, a ten percentage point increase since the onset of the pandemic. In the UK, this demographic’s exposure to influencer content has also grown, rising from 30% to 38% over the past five years.
Ampere attributes this growth to platforms like TikTok and YouTube, which have experienced a surge in monthly active users. Notably, individuals aged 55 to 64 have accounted for the highest increase in YouTube’s monthly viewership, soaring by 25% in the U.S. and 14% in the UK from Q1 2020 to Q3 2025.
In a significant development, YouTube has recently become the second most viewed television platform in the UK. Ampere notes that the platform is becoming “synonymous with the living room viewing experience,” while also highlighting the role of connected devices among older consumers in fostering this trend.
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In response to the growing interest from older viewers, streaming services are increasingly collaborating with influencers. Notable partnerships include Netflix with Miss Rachel, Disney with the D’Amelios, and Amazon with Molly-Mae Hague, offering older audiences a glimpse into the lives of these digital personalities.
Annabel Yeomans, Senior Research Manager at Ampere, noted, “the lines between social and traditional platforms are blurring.” She added, “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. New opportunities for collaboration across different platform types are emerging. Streaming services are increasingly partnering with influencers, an approach that first attracted younger viewers and is now gaining traction among older audiences.”
