menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Work In Media image

19.08.2024 Media industry

YouTube vs. Television. The 50+ Generation Shifts to Computers

Krzysztof Fiedorek

For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”

Poczytaj artykuł wydanie polskie w wydaniu polskim

YouTube vs. Television. The 50+ Generation Shifts to Computersillustration: bing.com/create

The Silver Generation, or people aged 50+, is a demographic often perceived by marketers as less digitally active. Common stereotypes suggested that most of their time is spent watching television, with the internet being a medium too modern and complex for them. However, the 2024 report by IQS reveals a different reality. Silvers not only use the internet but actively consume video content, with 46% of respondents doing so daily.

YouTube Leading Among Video Platforms


YouTube emerged as the unrivaled leader among video platforms for people 50+. A full 77% of silvers surveyed identified YouTube as their primary online source for video content. Following were Facebook (65%), news portals (46%), and VOD platforms like Netflix and Player (33%). Surprisingly, the older generation actively seeks professional, educational, and entertainment content, creating vast potential for content creators and marketers.

Marcin Pyć, Head of Network Management at Lifetube, notes that while silvers are one of the largest groups on YouTube, there is still a lack of content targeted directly at them. Channels dedicated to this age group are still rare, meaning creators have great opportunities to develop valuable, tailored materials.

Changing Content Consumption Habits


One of the report`s key findings is the gradual shift of the Silver Generation from traditional television to the internet. A total of 46% of respondents stated that their online activity has increased over the past three years at the expense of television time. This significant change should prompt companies and marketers to shift some of their advertising efforts to online platforms like YouTube to reach this growing audience.




Joanna Adamiak, PR expert and CEO of Face it! agency, emphasizes that more companies are recognizing the internet`s potential in reaching the older generation. Once seen as technologically excluded, silvers now actively use social media and digital communication tools. As a result, online campaigns are becoming more effective, authentic, and precisely aligned with the needs of this consumer group.

Diversity of Content is Key to Success


Although older, the Silver Generation exhibits a wide range of interests. The report found that silvers` most-watched content includes news and information (68%), educational and instructional videos (47%), and music content (45%). The high popularity of educational and informational materials indicates a demand for valuable, professional content that meets their needs and interests.

Beata Borucka, known as “Wise Grandma” and the biggest silver influencer in Poland, points out that mature viewers seek content suited to their needs, eagerly use tips and recommendations, and value the opportunity for interaction. Thanks to the internet, silvers can comment, discuss, and share their views, which gives them a sense of influence over reality and a voice in public discourse.

Online Advertising and Online Shopping


The Silver Generation’s growing internet activity also directly impacts their shopping preferences. More than half of those surveyed (54%) reported buying a product they saw advertised online. Interestingly, silvers pay special attention to price and detailed product descriptions (71% and 67% of respondents, respectively). Other key factors include seeing the product in use (50%) and highlighting the benefits of purchase (33%).


SELF PROMOTION. Listen to the story of PLAYBOY. Discover our #mediaHISTORYpodcast


Izabela Wojciuk, Marketing Director at Biowen, notes that the Silver Generation not only shops online but is also increasingly guided by expert and influencer recommendations. The use of social media platforms and creator-generated content is becoming essential in communicating with this group, which seeks valuable content and is increasingly resistant to generic ads in traditional media.

Insights for Marketers and Content Creators


The IQS report provides valuable insights for companies and marketers looking to reach the Silver Generation effectively. The study’s findings show that stereotypes about this group’s lack of digital activity are outdated. Silvers not only spend time online but actively consume video content, have favorite platforms, and even shop online.

For content creators, this means creating materials that cater to the diverse needs and interests of this group. It’s worth investing in educational, informational, and entertaining content that will engage and attract mature viewers. For marketers, it’s essential to understand that the internet is becoming an increasingly important communication channel with the Silver Generation, which should prompt them to review their marketing strategies and increase budgets for online activities.

The report’s conclusions highlight the growing potential of the online content and advertising market targeted at silvers. This is a group that not only wants to but can actively participate in the digital world, and its importance will only grow in the coming years.

The full report “YouTube: The New TV for Silvers” can be downloaded at:
https://www.lifetube.pl/lp/raport-youtube-pokolenie-silver

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

Greenwashing storms media in Poland. Business feel the impact too

BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.

Algorithmic personalization study. Who and how understands digital media

KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.

Digital media addiction. Why the brain can’t cope

KFi
Digital media can hijack the brain's reward system in ways similar to drugs and alcohol, warned psychiatrist and author Anna Lembke. She emphasized that compulsive use of digital platforms can become a serious addiction. Not just a bad habit or risky behavior.


See articles on a similar topic:

The Podcast Market in Poland. Research by Wprost and Tandem Media

Krzysztof Fiedorek
How many Polish internet users listen to podcasts? Where and how do we listen? How and why do we choose episodes? Two major studies on this topic were recently released. One by Wprost, the other by Tandem Media from Agora Radio Group. We present both for data comparison and insights.

Social Media and Relationships. Interesting Research from Palestine

KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.

Violence in Media and Child Rearing

Małgorzata Więczkowska
The influence of mass media on individuals is now an undisputed fact. There is no place today where this impact on religious, moral, political, social, or educational attitudes cannot be felt.

Equality and Diversity in Media: European Broadcasting Union Report

KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.

More in the section: Media industry

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Flying Tiger





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25