YouTube has taken a significant leap in its viewership among adults aged 50 and above, with nearly doubling its viewership over the last two years. The platform’s growth in this demographic is partly due to traditional media companies placing more full-length TV episodes and movies on YouTube.
According to Nielsen data, YouTube grabbed the top spot in total US TV watching in February, beating out Netflix and Disney. The platform now represents a significant share of the market, with its share increasing by 53% over the past two years.
While many in the industry view YouTube as primarily a young person’s medium, its growth among older viewers could be seen as less surprising given the vast amount of video content available on the platform and the increasing popularity of social media among older audiences.
A recent estimate suggests that people aged 18-44 make up 42.1% of YouTube users, while those aged 45 and above account for 37.4%. Advertisers may want to reconsider their focus solely on younger demographics, as older viewers tend to have more disposable income.
This shift marks a significant turning point for the platform, with advertisers now likely to take note of the growing importance of this demographic in shaping consumer behavior.
Source: https://www.businessinsider.com/older-viewers-fuel-youtube-tv-growth-nielsen-data-2025-3