The Forgotten Generation: Why Entertainment Execs Shouldn’t Overlook Gen X in the Streaming Evolution | Analysis

Gen X is proving to be a formidable force in the streaming market, particularly when it comes to FAST and AVOD [generation-x-man-and-woman]( [The Forgotten Generation: Why Entertainment Execs Shouldn’t Overlook Gen X in the Streaming Evolution | Analysis]( By Jerry Inman Generation X, often referred to as the “forgotten generation,” has long flown under the radar of marketers and entertainment executives. Born between 1965 and 1980, this cohort is sandwiched between the much-talked-about Baby Boomers and Millennials, often eclipsed in discussions about consumer habits and media consumption. However, as they approach retirement age, Gen X is proving to be a formidable force in the streaming market — a force that savvy entertainment executives cannot afford to ignore. It might come as a surprise to some that Americans aged 50 and older, which includes a significant portion of Gen X, now account for over 40% of streaming watch time as of mid-2024, according to Nielsen. This marks a substantial increase from previous years, reflecting a growing trend among this demographic. Streaming services such as Netflix, Hulu and Roku are increasingly becoming the go-to entertainment sources for Gen Xers, many of whom are embracing the digital shift with enthusiasm. In fact, streaming platforms have reached record highs in viewership, with streaming usage growing by over 22% year-over-year, highlighting the deepening engagement of older audiences, including Gen X, with digital content. [Read More]( --------------------------------------------------------------- [WrapPRO logo] Discover why entertainment executives and professionals rely on the WrapPRO platform daily for exclusive coverage, analysis, deeper reporting, and access to VIP events & screenings throughout the year. [Subscribe Today]( --------------------------------------------------------------- [Facebook]( [Twitter]( [Instagram]( [YouTube]( TheWrap | 2034 Armacost Ave Los Angeles, CA 90025 [Preferences]( | [Unsubscribe]( [LiveIntent Logo]( [AdChoices Logo](