: Older creators, or "granfluencers," are gaining massive followings by sharing unvarnished, authentic life experiences, challenging the youth-dominated influencer stereotype.
: This demographic responds well to informative and educational video content, frequently researching products through reviews on platforms like Yelp and Google before purchasing. Popular Media Genres & Formats over 30 xxx mature
The landscape of mature entertainment and popular media for audiences over 30 has shifted from passive consumption to a more intentional, quality-driven engagement. As viewers enter these life stages, their preferences lean toward high-substance content that reflects their growing personal responsibilities and civic awareness. Core Consumption Trends : Older creators, or "granfluencers," are gaining massive
: Mature audiences often face time constraints due to work and family, leading them to value high-quality, impactful content rather than the sheer volume of options. As viewers enter these life stages, their preferences
: While traditional TV remains a staple for evening family viewing, older demographics are rapidly adopting streaming platforms for on-demand flexibility. In 2024, streaming use among adults aged 55–69 jumped to 57%.
2026 Media & Entertainment Industry Outlook | Deloitte Insights
