Older Audiences Flocking To Influencer Content, Research Finds
Influencers and content creators may be seen as a young person’s game but older viewers are not immune to their charm, according to new research from Ampere Analysis.
Ampere found that more than half (54%) of American 55-to-64-year olds now watch influencer content every week. This has risen by 10 percentage points since the start of the pandemic. In the UK, the figure has risen over the past five years from 30% to 38%.
Ampere said TikTok and YouTube are driving growth in monthly active users. Audiences aged 55-to-64 delivered the highest growth in YouTube’s monthly viewing between Q1 2020 and Q3 2025, up by 25% in the U.S. and 14% in the UK.
YouTube recently became the second most viewed TV platform in the UK, a landmark moment, and Ampere said the Google behemoth is “becoming synonymous with the living room viewing experience,” adding: “The growing ownership of connected devices among older consumers is supporting this trend.”
Streaming platforms have responded by partnering with influencers such as Netflix with Miss Rachel, Disney with the D’Amelios (pictured) and Amazon with Molly-Mae Hague on premium content. This also gives older audiences a window into the lives of influencers.
Annabel Yeomans, Senior Research Manager at Ampere, said “the lines between social and traditional platforms are blurring.”
“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 added. “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.”
