The rise of the silver streamer 55+ demographic reshapes video streaming
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2020 brought video streaming into the mainstream, resulting in an aging consumer base as later adopters embraced the digital-first behaviour. With binge viewing typically occurring at the start of on-demand familiarisation, these new streaming subscribers are at risk of succumbing to accelerated churn rates, as savvy switching is likely to follow. Equally significantly, the ‘silver streamer’ influx will likely hinder streaming innovation, with these older consumers inclined towards more traditional video functionality. The revolution will therefore be transformed by silver streamers into a evolution.
Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Apple TV+, Comcast, Disney, Disney+, HBO Max, Netflix, Paramount, Paramount+, Peacock, Warner Bros., Warner Media