79% of Americans Aged 50+ Are Streaming Viewers

2 Min Read

Streaming services aren’t just the domain of the youths. A new study from DeepIntent and Roku found that 79% of adults aged 50+ are currently already streaming viewers, with 52% of them streaming more than last year. And a significant amount of those in this age group can only be reached on CTV—21% have forgone linear TV altogether and exclusively rely on streaming services. Most use an average of 4.1 streaming services, with popular platforms such as Netflix, Prime Video, and Hulu dominating their preferences.

The report also found that the older a viewer is, the higher their inclination is towards watching ad-supported content. 69% of people aged 60 to 69 years prefer to view ad-supported streaming in order to pay less for the content, compared to 55% of those aged 18 to 29 years. This rise in access to older generations through streaming has helped prompt an increased interest in CTV advertising from industries that typically target these audiences, as seen in a 59% surge in pharma ad spending on CTV.

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