The rise of the silver streamer 55+ demographic reshapes video streaming
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The 20,000 Foot View: 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.
Key insights
- Lockdowns combined the ‘big-bang’ to make streaming
- This resulted older demographics becoming a core of the streaming consumer base
- In 2020, largest demographic for binge viewing consumers age who accounted for all binge viewers
- Binge viewing closely correlated with early adoption on-demand functionality and is followed savvy switching
- However, binge among year olds is as replicating lean-back linear viewing as is new adopter streaming behaviour
- Lean-in binge is being replaced by lean-back viewing
- Savvy switching strategic subscribing and unsubscribing to video services will be the behaviour next adopted by silver
- Silver streamers inhibit innovation in as they to dominate streaming user bases digital laggard behaviour
- The arrival the streamers in is set be as disruptive to streaming as cord-cutting by digital natives been to traditional pay-TV
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