More than half of users aged 55 to 64 now watch influencer content every week, according to new research from Ampere Analysis reported by Fast Company.

The figure represents a 10 percentage point increase since 2020. In the UK, the percentage rose from 30% to 38% over the past five years.

YouTube and TikTok drive the growth in influencer content consumption among older audiences. The 55 to 64 age group delivered the highest growth in YouTube’s monthly viewing from the first quarter of 2020 to the third quarter of 2025, up 25% in the U.S. and 14% in the UK.

TikTok’s monthly active users in the 55 to 64 age bracket grew 6% in the U.S. and 16% in the UK over the past year alone.

“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,” Annabel Yeomans, Senior Research Manager at Ampere Analysis, said in a statement.

Smart TV Adoption Expands YouTube Reach

The growing popularity of influencer content with older viewers coincides with YouTube’s establishment as a living-room viewing experience. Smart TV ownership among internet users ages 55 to 64 in the UK and the U.S. increased 20 percentage points since the pandemic, jumping from 59% to 79%.

More than a quarter (29%) now use a smart TV monthly to watch YouTube.

“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,” Yeomans said.

Streaming Services Partner With Influencers

Streaming platforms have responded by partnering with influencers on premium content. Netflix partnered with kids’ educator Rachel Anne Accurso for Ms. Rachel videos, while Amazon partnered with Molly-Mae Hague for the docuseries “Molly-Mae: Behind It All.”

Just 15% of older consumers globally feel represented in the advertising they see, according to GWI. The figure jumps to 20% for those who follow brands or influencers on social media.

The number of granfluencers (older creators on social media) is increasing as this demographic grows.

“New opportunities for collaboration across different platform types are emerging,” Yeomans said. “Streaming services are increasingly partnering with influencers, an approach that first attracted younger viewers and is now gaining traction among older audiences.”