Streaming and Connected TV (CTV) has officially taken over. And the tipping point? Boomers.
According to new Nielsen data and reported in the New York Times , Americans spent more time watching TV via streaming than through cable or broadcast networks this May - the first time this has ever happened over a full month. 😮
Previously it was Gen Z and Millennials driving the trend. But now viewers aged 65+ are watching more YouTube on TV sets than ever before - with viewership in that group growing 106% year-over-year. Other free, ad-supported platforms like Tubu, Pluto TV and Roku are also seeing a surge from older audiences.
This means the biggest screen in the house is well and truly digital.
For media strategists, the message is clear:
➡️ Streaming is mainstream
➡️ CTV is no longer the exclusive domain of the younger generation
➡️ Adding CTV to your channel mix matters more than ever
At Panoply Media , we've long championed digital video as essential to a future-proof media strategy - not just because it's where attention is, but because it's also where greater intent lives.
As traditional networks scale back, the opportunity to deliver relevant, high-impact storytelling through connected platforms has never been greater. So let's not just follow audiences - let's meet them there.
Interested in taking your media strategy to the next level? Let's talk.
