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Digiday Media Buying Briefing: Broadbeam Adult 55+ Video Viewing Research Highlighted

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By Michael Bürgi and Antoinette Siu for Digiday


Performance media agency Broadbeam shared some findings on media habits of U.S. adults 55-plus, studying their lifestyle and video and audio adoption throughout June to July 2022. The big takeaways: linear television still has the highest reach with this group, but streaming adoption is increasing. On the audio side, some are listening to more podcasts and music streaming services, a trend that seems to align with their streaming video habits.

  • 84% watched broadcast or cable TV in the last month, while 80% watched any streaming service.
  • For streaming, there is an 80% penetration among this group, but individual service adoption is much lower than younger age groups. The pace of adoption is evident when looking at newer services, such as HBO Max, Discovery+ and Paramount+.
  • Netflix has the greatest reach (50%), followed by Amazon Prime Video (45%) and then Hulu (29%). The ad-supported connected TV services Roku Channel and Tubi rounded out fourth and fifth highest in usage.
  • On the free AVOD services, such as Crackle, Pluto and Vizio, the audience liked watching classic comedies, dramas or movies, especially during daytime.
  • For audio, younger seniors listen to more podcasts, while older listeners aged 70-plus prefer satellite radio, which has twice the reach. And streaming music, including Spotify and Pandora, are gaining an older audience – with 30% saying they use these apps. — Antoinette Siu

View the original article published on Digiday. (requires a subscription) 

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