Unlocking the Silver Screen: The Booming Economic Potential of Mature Adults in Streaming

The entertainment industry is undergoing a seismic shift, and the key to unlocking the next wave of growth lies in a demographic often overlooked: mature adults. As the U.S. population ages, the 55+ cohort is proving to be a goldmine for streaming platforms, advertisers, and tech innovators. With 83% of U.S. adults using streaming services in 2025, and 53% of those 65+ engaging with platforms like Netflix and Amazon Prime Video, the demand for tailored content and cost-effective access is surging. This isn't just a cultural trend—it's a $226 billion opportunity by 2030.

The Silver Tsunami: A Market in Motion

Mature adults may not binge-watch as much as Gen Z, but their spending power and media habits are reshaping the industry. While 64% of those 65+ still hold cable subscriptions, their streaming usage is growing rapidly. Netflix's 53% penetration among this age group and Amazon Prime Video's 50% adoption rate highlight their dominance. However, the real game-changer is the shift toward ad-supported video-on-demand (AVOD).

Why AVOD? For mature adults, price sensitivity is a driving force. With 72% of households cutting the cord and 72% of U.S. CTV ad spending projected to hit $25 billion in 2025, platforms like Hulu, Peacock, and YouTube TV are capitalizing on this shift. These services offer free or low-cost access in exchange for ads, a model that resonates with older audiences who prioritize affordability. By 2030, the global AVOD market is expected to grow at a 29.2% CAGR, with North America leading the charge.

The Investment Playbook: Where to Stake Your Claim

1. Streaming Platforms with AVOD Tiers
   Netflix (NFLX) and Amazon Prime Video (AMZN) are expanding their ad-supported models, but the real alpha may come from niche players like Paramount Global (PARA) and Discovery, Inc. (DISCA). These companies are aggressively rolling out AVOD tiers (e.g., Paramount+'s ad-supported version) to capture mature audiences.

2. Ad Tech and Data Analytics Firms
   As AVOD grows, so does the need for hyper-targeted advertising. Companies like The Trade Desk (TTD) and AppNexus (APPN) are enabling advertisers to reach mature demographics with precision. With 45% of ad budgets shifting from linear TV to CTV/OTT, these firms are poised to benefit.

3. Smart TV and Connectivity Providers
   Connectivity is the backbone of streaming. Companies like Roku (ROKU) and Samsung (SSNLF) are dominating the CTV space, with the Roku Channel alone reporting 83.4 million U.S. viewers in 2024. As 72% of households cut the cord, demand for smart TVs and streaming devices will only rise.

The Risks and Rewards

While the potential is vast, investors must navigate challenges. Economic uncertainty and rising tariffs could dampen ad spending, and mature adults remain less tech-savvy than younger demographics. However, the long-term trend is undeniable: mature adults are increasingly embracing digital media, and their loyalty to traditional TV is waning.

For example, the AARP 2024 survey found that 64% of mature adults believe they have the digital skills to thrive online, and 71% express interest in tech support tailored to their needs. This signals a growing comfort with streaming, which platforms can monetize through personalized content and ads.

Conclusion: Age Is Just a Number

The mature adult audience is no longer a niche—it's a $3.5 trillion entertainment and media industry cornerstone. By 2030, AVOD's 29.2% CAGR and the shift to CTV will redefine how we think about aging demographics. For investors, the key is to target companies that bridge the gap between affordability, accessibility, and advertising.

As the silver tsunami rolls in, the winners will be those who recognize that older audiences aren't just watching—they're spending. The time to act is now.