With the rapid rise of streaming in recent years, it’s a common misconception that older audiences are still spending the majority of their viewing time with linear TV — a belief that has kept most pharma advertising investments focused on traditional channels.
As one of the most important demographics for pharma, we set out to challenge that misconception. Partnering with Roku, we surveyed more than 3,000 U.S. adults across every age group, and found that 79% of adults 50 and over use streaming services.
Additionally, the research uncovered that 66% of adults 50+ prefer advertising-based video-on-demand (AVOD) services, which means these so-called “silver streamers” are amenable to seeing ads within their streaming content.
Download the report to learn more about:
- Generational similarities and differences in streaming behavior
- How silver streamers would prefer relevant pharma ads, but rarely see them
- The power of integrated campaigns for improving older patients’ outcomes, and more!
Complete the form to receive a copy of Silver Streamers: A Golden Opportunity for Pharma Advertisers on CTV.