Older internet users are fuelling the growth of influencer videos, according to new research from Ampere Analysis, which shows that half of 55- to 64-year-olds now watch influencer content every week.
Overall, 70% of internet users in the UK and the US watch influencer videos at least once a week, with total viewing up 18% since the first quarter of 2020.
The proportion of 55- to 64-year-olds watching influencer videos weekly rose from 44% in the first quarter of 2020 to 54% in the third quarter of 2025 in the US. Correspondingly, this figure rose from 30% to 38% in the UK during the same time span.
TikTok and YouTube, in particular, are driving growth in monthly active users (MAUs).
The research also shows that streaming platforms are increasingly partnering with influencers to win viewers. For example, Amazon Prime Video has Molly Mae: Behind It All, Disney+ has The D’Amelio Show, and Netflix has capitalised on this strategy with Miss Rachel, which was the sixth most-watched children's show globally in the first half of 2025.
The popularity of influencer content with older viewers comes as YouTube becomes increasingly popular as a living-room viewing experience.
Smart TV ownership among 55- to 64-year-old internet users in the UK and the US jumped from 59% in the first quarter of 2020 to 79% in third quarter of 2025. Furthermore, over a quarter (29%) now use a smart TV monthly to watch YouTube.
Annabel Yeomans, Senior Research Manager at Ampere Analysis, said: “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. As viewing habits diversify and platforms like YouTube and TikTok become part of living-room viewing, the lines between social and traditional platforms are blurring.
“As a result, 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.”
Adrian Pennington recently investigated how film and TV professionals can respond to the threat that YouTube and the wider creator economy pose to studios. Discover more here.
BBC Group to deliver original content for YouTube
As viewer behaviour reaches a critical tipping point, the BBC Group has struck a deal to produce new programming for YouTube, in an effort to capture younger viewers.
Netflix switches to all-cash offer for Warner Bros Discovery
Netflix has revised its bid for Warner Bros Discovery's studio and streaming business to an all-cash offer.
Lucasfilm President Kathleen Kennedy steps down
Kathleen Kennedy, President of Lucasfilm, is stepping down after 14 years. She plans to transition back to full-time producing, including the studio’s upcoming feature films The Mandalorian and Grogu and Star Wars: Starfighter.
Paramount appoints Reemah Sakaan as President of 5
Paramount has appointed Reemah Sakaan as President of its UK public service broadcaster, 5.
Sony films to stream worldwide exclusively on Netflix
Netflix and Sony Pictures Entertainment (SPE) have agreed on a first-of-its-kind global streaming deal for SPE movies.
