Understanding the Consumer Value and Exploring the Video Viewing Habits of Adults 65+ - A 2-Part Series

Older adults are an often-overlooked opportunity by marketers. 

Did you know that older adults are choosing to postpone traditional retirement milestones and opt for a more fun and active lifestyle? Or that their household net worth has outpaced the national average increase over the past 20 years, as they now account for 21% of the total annual aggregate U.S. expenditures? This combination has resulted in more spending within discretionary categories, even during periods of inflation and economic uncertainty.

Alongside these lifestyle changes they have also expanded their definition of TV beyond linear TV as they access and explore new content across various distribution platforms, opting to watch their favorite content in a variety of ways, including on Connected TV and streaming platforms like Free Ad-Supported Streaming TV services (FAST).

Learn more about the silver lining of this lucrative audience in this two-part VAB Insights release.