Understanding the media consumption habits of the over 50s in 2024
In an era where digital transformation dominates media consumption trends, one age group stands out for its unique habits: the over 50s. Unlike their younger counterparts, who are quick to adopt new technologies, the over 50 demographic is shifting at a slower pace. However, this group presents significant scope for new media opportunities, as digital and non-digital media coexist in their daily routines. In this blog, we’ll explore the key insights into the media habits of over 50s, the top channels they engage with, and where opportunities lie to scale marketing reach.
Shifting media preferences
New IPA Touchpoints data reveals that, while shifts in media consumption are slower for this age group, over 50s still represent a valuable audience for both digital and traditional media. Here’s a closer look at the most significant channels:
TV (live/recorded): Despite a decline in total share of commercial media time (from 53% in 2015 to 41% in 2024), TV maintains a high weekly reach of 90% of over 55s, demonstrating the ongoing appeal of live and recorded broadcasts among this group. Additionally, ITV, Channel 4, and Channel 5 remain some of the most popular channels for over-55s, with respective reaches of 70%, 54%, and 43%.
Video on demand: There has been significant growth in the adoption of digital video formats among older generations. Between 2015 and 2024, weekly reach for BVoD grew from 14% to 36%, while SVoD is now being used by 9% of over 55s. According to Ofcom, older audiences accounted for the largest year-on-year increase in BVoD in 2023, with 55-64s and over 74s increasing by 32% and 43% respectively, while people aged 55-74 showed the fastest growth in use of SVoD services, increasing by more than 10% year-on-year (Media Nations, 2024). With increasingly available options for flexible, on-demand viewing, digital video is a core platform to engage this audience.
Newsbrands: While consumption of Print Newsbrands is on the decline, it is met by the increasing consumption of Online Newsbrands and Commercial Online News. With more efficient reading opportunities afforded by digital delivery, this is becoming a key channel for over 55s.
Audio: Commercial Live Radio accounts for 10% of weekly media consumption time for over 55s (down from 12% in 2015). Online audio consumption continues to increase. According to Ofcom, weekly reach of streamed music for over 55s has more than doubled in the past 5 years (from 13% in 2019 to 28% in 2024). Podcast listening has also been steadily increasing – as of Q1 2024, 11% of over 65s listened to podcasts on a weekly basis (Media Nations, 2024).
Mail: Curated commercial media consumption dominates while Mail declines, which is to be expected as a result of increased smartphone and tablet usage and a push towards sustainability and digital communications.
OOH: for OOH, there has been minimal change, reaching 28% of over 55s in 2015 and 25% in 2024.
Opportunities to scale reach with over 50s
For the over 50s audience, media consumption is highly varied, creating ample opportunities to develop effective multi-channel strategies. Insights from IPA Touchpoints data highlight how analysing weekly reach across various media channels can uncover key opportunities for engaging this older demographic.
While digital versions of traditional media formats are experiencing significant growth among over 55s, their non-digital counterparts are not reducing in scale at the same pace. For example, Commercial TV reach has only slightly declined (from 97% in 2015 to 90% in 2024), whereas BVoD weekly reach has more than doubled (from 14% in 2015 to 36% in 2024). Additionally, SVoD now reaches 9% of over 55s weekly in 2024. This mix of traditional and digital media consumption creates a rich landscape for connecting with this generation.
Top 5 reaching media properties for over 55s in 2024:
ITV (70%)
Channel 4 (54%)
Channel 5 (43%)
Facebook (42%)
YouTube (26%)
Overall, the media consumption patterns of over 50s in 2024 showcase a balance between continuity and change. While the shift towards digital platforms is slower compared to younger audiences, this demographic is steadily incorporating new media into their routines without abandoning traditional channels. The state of play in 2024 highlights a generation that is gradually embracing digital formats while remaining loyal to familiar, long-established media, creating a unique and diverse consumption landscape.
Sources
Making Sense: The Commercial Media Landscape, IPA, 2024
Media Nations, Ofcom, 2024
Anna Henderson
Our Strategy and Research Executive, Anna, combines fresh perspectives with a strong analytical foundation to develop innovative marketing strategies for our clients.
