Although Internet red and video content creators are usually seen as the domain of young people, older viewers are equally difficult to resist. The latest Amber Analysis study shows that 70 per cent of Internet users in the United Kingdom and the United States today watch Internet red video at least once a week, while recent growth has been driven mainly by older viewers.
Since 2020, there has been a marked increase in the number of weekly views of red content in the 55-64 age group. The proportion of this group watching at least once a week in the United States increased from 44 per cent in the first quarter of 2020 to 54 per cent in the third quarter of 2025; the United Kingdom increased from 30 per cent to 38 per cent during the same period, and the overall proportion of Internet red videos per week for all ages has increased by 18 per cent since the beginning of 2020. It was noted that TikTok and YouTube were contributing to the growth of active monthly users. Between the first quarter of 2020 and the third quarter of 2025, YouTube grew by 12 per cent and 34 per cent, respectively, among Internet users in the United States and the United States, while TikTok reached an all-time high of 30 per cent. Of the 55-64 age group, YouTube experienced the most significant monthly growth (25 per cent in the United States and 14 per cent in the United Kingdom), while the number of monthly active users in TikTok in that age group increased by 6 per cent and 16 per cent in the United States and the United Kingdom, respectively, over the past year alone.
According to the Amber analysis, this shift stems from the rapid acceptance of Internet devices by older consumers. Smart television ownership among Internet users aged 55-64 in the United States jumped from 59 per cent in the first quarter of 2020 to 79 per cent in the third quarter of 2025, with 29 per cent of users viewing YouTube on smart television at least once a month, making it a core living room for users of that age group. Annabel Jomans, Senior Research Manager for Amber Analysis, stated: “The most surprising of our latest data is not how popular the red video is, but the rate at which this trend is expanding to older audiences. The boundaries between social and traditional platforms are being blurred as the viewing of customary diversity and platforms such as YouTube and TikTok become part of the viewing experience in the living room. Streaming media services are increasingly working with the Internet — an initial strategy to attract young audiences, which is now gaining the popularity of older groups.”
