The Boomer Boom on TikTok & YouTube: How Older Adults Are Reshaping Social Media & What It Means for Marketers
For years, social media was largely considered a young person’s game.But that’s changing – rapidly.A new wave of older adults is embracing platforms like TikTok and YouTube, and it’s considerably impacting how we consume content and how brands approach marketing.
Recent data reveals a dramatic shift. Currently, 55% of U.S. adults aged 55-64 use TikTok or youtube, a 10-percentage-point increase since 2020. the trend is equally pronounced across the pond, with U.K.usage rising from 30% to 38% over the last five years. This isn’t just a slight uptick; it’s a basic change in the digital landscape.
Why the Sudden Surge?
Several factors are driving this “Boomer boom” on social media:
* Living Room Integration: YouTube has successfully positioned itself as a central hub for at-home entertainment.More than 29% of those 55-64 now use smart TVs monthly to watch YouTube, a 20-percentage-point jump as the pandemic.
* Platform Evolution: TikTok is no longer solely the domain of Gen Z. Its algorithm delivers diverse content, attracting a wider audience.
* Increased Accessibility: Smart TV ownership and easier-to-use interfaces are lowering the barriers to entry for older adults.
* The Rise of Influencers: Older viewers are increasingly drawn to influencer content, finding relatable personalities and valuable information.
“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,” says Annabel Yeomans, senior research manager at Ampere Analysis.
The Numbers Don’t Lie: Growth by the Numbers
The data paints a clear picture of this demographic shift:
* YouTube Growth (U.S.): Monthly viewing among 55-64 year olds increased by 25% from Q1 2020 to Q3 2025.
* YouTube Growth (U.K.): A 14% increase in monthly viewing within the same timeframe.
* TikTok Growth (U.S.): 6% growth in monthly active users aged 55-64 in the past year.
* TikTok Growth (U.K.): A important 16% increase in monthly active users in the same age group.
These aren’t marginal gains. They represent a significant expansion of the platform’s reach and influence.
What This Means for Streaming Services & Content Creators
Streaming platforms are taking notice. They’re actively partnering with influencers to create premium content that appeals to this growing demographic.
Consider these examples:
* Netflix: Collaborating with Rachel Anne Accurso, the educator behind the popular Ms. Rachel videos for children.
* Amazon: Featuring Molly-Mae Hague in the docuseries Molly-Mae: Behind It all.
This shift demonstrates a recognition that influencer marketing is no longer limited to younger audiences. It’s a powerful tool for engaging older viewers as well.
The Depiction Gap & the Rise of “Granfluencers”
Despite this increased engagement, a significant gap remains. Only 15% of older consumers globally feel represented in the advertising they see. This number rises to 20% for those actively following brands or influencers on social media.
this unmet need is fueling the rise of ”granfluencers” - older creators who are building dedicated followings and resonating with their peers. These creators offer authentic voices and perspectives, filling a void in the current media landscape.
As Yeomans notes, “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.”
What You Need to Do: Marketing to the 55+ Demographic
If you’re a marketer, it’s time to pay attention. Here’s how to effectively reach this growing audience:
* Embrace Authenticity: Older consumers value genuine connections. avoid overly polished or contrived content.
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