YouTube’s dominance in TV viewership continues to grow, driven in part by a surprising demographic: older adults. According to Nielsen data, YouTube’s TV audience among viewers 50 and older has surged, raising new concerns for traditional media companies.
A Growing Presence on the Big Screen
In February, YouTube secured the top spot in total U.S. TV viewership, surpassing streaming giants like Netflix and Disney. The platform accounted for 11.6% of total TV watching—a record high—thanks in part to its expanding older audience.
Among adults 65 and older, YouTube TV viewing has nearly doubled in the past two years, growing by 96%. This age group now contributes nearly as much to YouTube’s TV audience as children aged 2 to 11 (15.4% vs. 16.9%). Viewership among those aged 50 to 64 also climbed by 62% in the same period.
Overall, YouTube’s share of total TV viewing has risen 53% over the past two years. Notably, these figures exclude YouTube TV (its live TV service) as well as viewing on computers and mobile devices, meaning its total reach is likely even larger.
Hollywood’s Shifting Landscape
YouTube’s influence on younger audiences has long been a concern for Hollywood, as more people gravitate toward short-form and creator-driven content instead of traditional TV shows and movies. Now, its rising popularity among older viewers is adding a new dimension to the conversation.
To adapt, studios and streaming services are increasingly featuring YouTube creators in their productions and using the platform to distribute full-length TV episodes and films. Yet, many in the industry have still perceived YouTube as primarily a young person’s platform.
That perception is changing. With its vast library of content and older audiences’ growing comfort with digital platforms, YouTube is becoming a go-to entertainment source for all age groups.
A Valuable Audience for Advertisers
Advertisers have historically prioritized younger audiences, assuming they are less brand-loyal and more impressionable. However, older consumers wield significant spending power. As of late 2024, Americans 55 and older controlled 73.2% of the nation’s wealth, according to Federal Reserve data.
While people aged 18 to 44 make up the largest share of YouTube users (42.1%, per a 2025 eMarketer estimate), those 45 and older account for a substantial 37.4%—hardly a niche segment.
As YouTube cements its place in TV viewing habits across generations, traditional media companies and advertisers alike may need to rethink their strategies.
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