π¨β𦳠UGC Content Is Winning Over Older Audiences
A study by Ampere Analysis showed that influencer content has firmly entered the mainstream: 70% of internet users in the US and the UK watch such videos at least once a week.
The most significant audience growth comes from older viewers. Among those aged 55β64, weekly influencer content consumption has risen:
πΉ in the US β from 44% in 2020 to 54% in 2025.
πΉ in the UK β from 30% to 38%.
Overall weekly influencer content viewing across all age groups has increased by 18% since 2020.
The surge in popularity among older generations is linked to the widespread use of smart TVs (the share of owners aged 55β64 has grown to 79%), making YouTube a natural part of the living room.
Platforms such as Netflix and Prime Video are actively partnering with creators to produce original shows, further blurring the line between social and traditional media.
In Russia