By Wayne Friedman
While U.S. seniors — those 55 and older — continue to be slow to sign on to new streaming services, one study suggests lower income is a factor in decision making when it comes to ad-supported free streaming services.
“Seniors making under $50K are looking for replacements for the high-cost cable bill,” says a report from Broadbeam Media. And that means more advertising video-on-demand (AVOD) services than ad-free subscription services.
Ad-supported free TV services are also resulting in low linear TV viewing.
For example, Tubi was watched by 42% of seniors who had low linear TV viewership (between one and two hours a week. The same percentage for The Roku Channel also had low linear TV viewing. Pluto TV was watched by 36% of seniors who had low linear TV viewing.
With regard to specific content, the study says 60% of the free AVOD audience over 55 watch classic comedies and drama or movies — watching at a comparatively high rate during the daytime.
The research says 75% of adults under 55 years old who make under $50,000 a year are linear TV viewers, while 96% of those same adults who make over $100,000 are linear TV users.
Broadbeam Media adds: “The slower pace of adoption among older adult is especially clear when looking at the low usage rates for the newer services like HBO Max, Paramount+ and Discovery+.”
Broadbeam Media surveyed 1,000 people over the age of 55 about their lifestyle along with their video and audio usage and adoption.
The survey was fielded from June 30 to July 6, 2022.