Influencers and content creators may be seen as a young person’s game but older viewers are not immune to their charm, according to new research from Ampere Analysis .

Ampere found that more than half (54%) of American 55-to-64-year olds now watch influencer content every week. This has risen by 10 percentage points since the start of the pandemic. In the UK, the figure has risen over the past five years from 30% to 38%.

Ampere said TikTok and YouTube are driving growth in monthly active users. Audiences aged 55-to-64 delivered the highest growth in YouTube’s monthly viewing between Q1 2020 and Q3 2025, up by 25% in the U.S. and 14% in the UK.

YouTube recently became the second most viewed TV platform in the UK, a landmark moment, and Ampere said the Google behemoth is “becomin

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