Research Shows Growing Interest of Older Audiences in Influencer Content

While influencers are often associated with younger viewers, recent research from Ampere Analysis shows that older demographics are also tuning in. The study revealed that 54% of Americans aged 55 to 64 now watch influencer content weekly, marking a 10-percentage-point increase since the pandemic began. In the United Kingdom, this audience segment has grown from 30% to 38% over the last five years.

Ampere highlighted that platforms such as TikTok and YouTube are key drivers of growth in monthly active users. For the 55-to-64 age group, YouTube saw the largest increase in monthly viewing between Q1 2020 and Q3 2025, rising by 25% in the U.S. and 14% in the UK.

YouTube recently became the second most-watched TV platform in the UK, a milestone that Ampere interprets as the platform becoming central to living room viewing. The research notes that the growing adoption of connected devices among older consumers supports this shift.

Streaming services are adapting by collaborating with influencers, such as Netflix featuring Miss Rachel, Disney working with the DAmelios, and Amazon partnering with Molly-Mae Hague for premium content. These collaborations provide older viewers with new insights into influencer lifestyles.

Annabel Yeomans, Senior Research Manager at Ampere, commented: The most striking finding isnt just the popularity of influencer contentits the speed at which older audiences are embracing it. Opportunities for collaboration across traditional and social platforms are expanding. Strategies that first appealed to younger viewers are now resonating with older demographics.

Analysis: Older Audiences Are Driving Influencer Growth

Recent data from Ampere Analysis highlights a significant shift in influencer viewership. While influencers have traditionally been associated with younger audiences, Americans aged 55 to 64 now show strong weekly engagement, rising to 54%, a 10-point increase since the pandemic. The United Kingdom shows a similar trend, with this age group increasing from 30% to 38% over five years.

Platforms like TikTok and YouTube are central to this growth. In particular, YouTube's monthly viewing for the 55-to-64 demographic increased by 25% in the U.S. and 14% in the UK between Q1 2020 and Q3 2025. YouTube becoming the second most-watched TV platform in the UK underscores its importance in living room viewing, supported by wider adoption of connected devices among older users.

Streaming services are adjusting to this shift by integrating influencer content into their offerings. Collaborations with creators such as Miss Rachel on Netflix, the D’Amelios on Disney, and Molly-Mae Hague on Amazon provide older viewers with curated insights into influencer lifestyles, bridging traditional media and social platforms.

The speed at which older demographics are adopting influencer content indicates that strategies originally targeting younger audiences now have cross-generational appeal. Brands and platforms that recognize and leverage this trend may unlock new engagement opportunities and expand their reach significantly.

Sources:

• Older Audiences Flocking To Influencer Content, Research Finds