According to Ampere Analysis’ latest global consumer tracker of 56,000 adults, influencer videos have reached a new milestone in the UK and US, with 70% of Internet users now watching such content at least weekly. This marks a significant increase from 59% in the first quarter of 2020, underscoring the growing dominance of social video as a mainstream form of entertainment.
While younger demographics continue to drive the bulk of influencer engagement, older audiences are increasingly participating. Among 55–64-year-old Internet users in the UK and US, weekly viewership of influencer content has risen from 30% in Q1 2020 to 38% in Q3 2025 in the UK, and from 44% to 54% in the US over the same period.
Streaming platforms have taken notice of this trend and are leveraging influencers to boost their own content libraries. Amazon Prime Video’s "Molly Mae: Behind It All" and Disney+’s "The D’Amelio Show" exemplify strategic partnerships with popular creators. Netflix has notably found success with Ms Rachel, whose program ranked as the sixth most-watched Children’s and Family title globally by viewing hours in the first half of 2025.
The rise in influencer content consumption aligns with broader growth in social video platform engagement. In the UK, monthly active usage of platforms like YouTube rose by 34% between Q1 2020 and Q3 2025, while the US experienced a 12% increase over the same timeframe. Although YouTube remains most popular with younger users, the 55–64 demographic has shown the highest growth in monthly viewing, with a 14% increase in the UK and 25% in the US.
This trend is partly fueled by increased Smart TV ownership among older consumers. Smart TV penetration among 55–64-year-olds jumped from 59% in Q1 2020 to 79% in Q3 2025. As a result, 29% of Internet users in this age bracket now use their Smart TVs monthly to access YouTube in both the UK and US, contributing to the platform’s growing adoption as a living room staple.
Ampere’s findings highlight the convergence between social video platforms and traditional media habits, with influencers playing a central role in capturing cross-generational attention and shaping modern entertainment consumption patterns.
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