Multimedia
Influencers aren't just for young people.
17.02.2026 • 07h00
A recent study shows that even older viewers are drawn to influencers. Having emerged in recent years with the rise of social media, one might think that "content creators" or influencers appeal primarily to a young audience. However, it seems that a growing number of older users are attracted to these videos.
This is according to a recent study by Ampere Analysis (via Deadline), which reports that 54% of Americans aged 55 to 64 watch influencer content every week, 10% more than since the start of the pandemic in 2020. In the UK, this figure rose from 30% to 38% over the same period. Seniors are increasingly fans of TikTok. TikTok and YouTube are the main drivers of this growth. The 55-64 age group generated the largest monthly audience growth on YouTube between 2020 and 2025: +25% in the US and +14% in the UK. "Google (owner of YouTube) is becoming synonymous with the living room viewing experience," explains the Ampere report. The increasing ownership of connected devices among older consumers supports this trend. New opportunities for collaboration: “The lines between social and traditional platforms are blurring,” says Annabel Yeomans, senior researcher at Ampere. “The biggest surprise in our latest data isn’t the popularity of influencer videos, but how quickly this trend has spread to older audiences. New opportunities for collaboration between different types of platforms are emerging. Streaming services are increasingly partnering with influencers—an approach that initially appealed to younger viewers and is now gaining traction with older audiences.”