YouTube is growing up — and reaching older generations.
The Google-owned video-sharing site celebrates its 20th birthday this year, and the streaming platform has certainly come a long way in two decades. Started as an accessible way to find and share video content online, YouTube is now a go-to source for anything from tutorials, music, and podcasts to TV shows, movies, and branded content.
YouTube Statistics That Might Surprise You
There is truly something for everyone, young and old, and statistics show that everyone agrees. According to Pew Research, YouTube is now the most-used platform by U.S. adults, with 85 percent saying they have used YouTube at some point versus 70 percent who have ever used Facebook, 50 percent who have ever used Instagram, and even fewer who have tried other social media channels.
One factor driving this growth is the popularity of watching TV on YouTube — not to be confused with an actual YouTube TV subscription. In fact, Nielson ratings show that YouTube TV watchers have grown by 53 percent in just the past two years, even beating out Netflix and Disney in February 2025.
But there’s more to this growth story and it has to do with age demographics in a category you might not expect. More people over 50 years old are choosing YouTube over traditional media. That same Nielson data reveals that, over the last two years, the number of adults aged 65 and up who watch TV on YouTube has grown by 96 percent, while viewership among adults aged 50 to 64 has increased by 62 percent.
Independent research conducted by Creating Results also shows that 88 percent of “mature consumers” use YouTube at least once a week, citing research and education as other primary reasons for engagement outside of entertainment.
Does this mean that younger generations are moving away from YouTube? Actually, no.
As reported by MSN, EMARKETER estimates that 42.1 percent of YouTube users fall in the 18 to 44 age range, compared to 37.4 who are 45 or older. Yet the rise of older viewers is still significant, especially given that the 55+ demographic possesses 73.2 percent of total U.S. wealth, according to Federal Reserve data for Q4 of 2024.
Looking at the bigger picture, a 2024 Sprout Social report notes that 47 percent of all users — regardless of age — engage with brands on YouTube at least once per week, and 32 percent engage at least once per day. Users also spend more time on YouTube than on any other platform, with an average daily time of 48.7 minutes.
How to Promote Your Business on YouTube
For brands looking to reach multiple generations — both organically and through targeted digital advertising — YouTube offers a prime opportunity. So how can independent retailers take advantage?
- Create a YouTube channel or continue to grow your existing channel
- Consider your current audience demographic and any new audiences you might want to pursue
- Create engaging content that adds value by:
- Positioning yourself as an industry expert
- Providing educational or how-to videos
- Sharing product-specific information
- Showcasing the personality of your business
- Help consumers find you by using specific SEO-friendly keywords in your video titles, descriptions, and even text on-screen
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Digital Advertising on YouTube
An addition to posting organic content on YouTube, consider allotting part of your marketing budget toward digital advertising on the platform.
In a 2022 study conducted by research company Latitude, those surveyed felt a greater connection to ads on YouTube, with 59 percent “agree[ing] that ads on YouTube are more relevant than ads on linear TV or other streaming apps.”
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