New figures from BARB reveal “baby boomers” are beginning to spend more time watching SVoD services.
In its Viewing Report 2020, BARB found that in Q4 2019, SVoD services saw the biggest growth in audiences in the 55-74 years old age group.
In particular, Amazon Prime saw a bump in that age group with viewers doubling between 2015 and 2019 to 16 per cent of total viewers.
BARB said that while older SVoD audiences have grown over the past five years, the group is still under-represented when compared to their proportion of the general population.
The organisation added that while it may be unlikely that the age profile of SVoD service users will reach parity with the UK population (22 per cent aged 55-74), older audiences may be a growth opportunity for SVoD services.
BARB also released the Top Tens of 2019, looking at the most-watched programmes by genre and age group. As expected the most-watched show in 2019 was the Gavin and Stacey Christmas Special.