Boomers Embrace Influencer Culture, Driving Surge in TikTok and YouTube Viewership
More than half of social media users aged 55 to 64 now regularly consume influencer content, signaling a dramatic shift in demographics and challenging long-held assumptions about generational divides online. New research indicates this figure has risen by 10 percentage points since 2020, with similar growth observed in the United Kingdom.
The data, released by Ampere Analysis on December 1, reveals a rapidly expanding presence of older adults on platforms traditionally favored by younger generations. This trend is particularly evident on TikTok and YouTube, demonstrating that the social media habits of Baby Boomers are evolving beyond Facebook.
“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,” a senior research manager at Ampere Analysis stated.
The 55-64 age group has demonstrated the highest growth in monthly YouTube viewing between the first quarter of 2020 and the third quarter of 2025, with a 25% increase in the U.S. and a 14% increase in the U.K. TikTok has also seen significant gains, experiencing a 6% rise in monthly active users in the U.S. and a substantial 16% increase in the U.K. among the same demographic over the past year.
This surge in popularity coincides with YouTube’s growing role as a central living-room viewing experience. Over a quarter (29%) of individuals aged 55-64 now use a smart TV monthly to watch YouTube, a 20-percentage-point increase since the start of the pandemic, jumping from 59% to 79% ownership among internet users in the U.K. and the U.S.
“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,” the research manager explained.
Streaming platforms are responding to this demographic shift by forging partnerships with influencers to create premium content. Examples include Netflix’s collaboration with Rachel Anne Accurso, creator of the popular children’s educational videos Ms. Rachel, and Amazon’s docuseries featuring Molly-Mae Hague, Molly-Mae: Behind It All.
Despite this growing engagement, a significant gap remains in representation. According to data from GWI, only 15% of older consumers globally feel adequately represented in the advertising they encounter, a figure that rises to 20% for those who actively follow brands or influencers on social media.
This lack of representation is fueling the rise of “granfluencers”—older creators who are increasingly attracting the attention of marketers. These creators represent a fast-growing segment of social media users, offering brands a unique opportunity to connect with an underserved audience.
“New opportunities for collaboration across different platform types are emerging,” the research manager noted. “Streaming services are increasingly partnering with influencers, an approach that first attracted younger viewers and is now gaining traction among older audiences.”
This evolving landscape presents both challenges and opportunities for brands seeking to engage with a broader demographic. The data underscores the importance of recognizing that age is no longer a reliable predictor of social media behavior, and that a more inclusive approach to content creation and advertising is essential for reaching a diverse audience.
