More Older Viewers Adopting Streaming than You Might Realize

Streaming is for the young, right? As the old stereotype goes, older Americans aren’t as comfortable with technology, and are therefore not willing to access content on a streaming platform like Netflix or Hulu, leaving those platforms to be feasted on by Millennials and Gen Zers.

But a new survey released by MNTN Research indicates that the generational gap between streaming users isn’t as wide as those stereotypes would lead observers to believe. MNTN’s data shows that audiences 50 years of age and older now account for 39% of streaming viewing time, a higher percentage than the 35-49 age group. In 2022, the 50+ age group made up 35% of total streaming time.

Ad-supported streaming platforms that more closely replicate the linear TV experience are preferred among this age subset. MNTN cites a survey performed by DeepIntent and Roku, which found that more than 66% of those aged 50-69 preferred to stream on ad-supported platforms like Pluto TV or The Roku Channel as compared to paid subscription streamers.

Despite this data, younger viewers cannot be discounted. MNTN cites another survey from GIW which shows that time spent on streaming platforms by Gen Zers more than trebles the amount of time they spend watching linear television, on average. Millennials watch nearly double the amount of streaming as they do traditional TV, and neither figure should be terribly surprising given that some of these users grew up as cord-nevers.

The further migration of sports from linear channels to streaming platforms could help older viewers transition to streaming at a faster rate. Baby Boomers are still the core of the 80 million or so cable subscribers remaining in the United States, but as streaming platforms like Max continue to add live sports, those viewers will have more reason to give such services a try.

The creation of more news streaming platforms will also help convince older customers to leave linear TV behind. One recent survey found that local news is the most-watched programming category on broadcast TV channels among all age segments, but particularly older viewers. New streaming platforms dedicated to local content like Gray Television's Local News Live are being created all the time to help give these viewers a new alternative.

Harvard Business Review states that over half of all older consumers now have a streaming subscription, and 25% of those over 50 have cut the cord. Those numbers aren’t quite on par with the adoption of streaming among younger audiences, but they do demonstrate conclusively that older audiences aren’t the streaming neophytes many assume them to be.