YouTube's long-form content surge is being driven by older demographics, with 35–64-year-olds emerging as the platform's most engaged audience for full-length films and TV shows, according to new research from Ampere Analysis. The report, based on a global survey of 56,000 adults across 30 markets, shows that 85% of internet users now watch YouTube every month, and nearly one in five (18%) of them are turning to the platform to consume full-length movies and television series.
This trend represents a significant evolution in how audiences use YouTube. While traditionally known for short-form, creator-driven videos, YouTube is now a growing destination for multi-generational viewing. The Ampere report reveals that households with children are key drivers of this trend, indicating that parents and even grandparents are increasingly engaging in family viewing experiences on the platform.
Geographically, the data shows a wide disparity in long-form engagement. India leads with 32% of internet users watching films and TV shows on YouTube, followed by 20% in Saudi Arabia, 15% in the United States, 12% in the United Kingdom, and just 7% in Sweden. These figures reflect the availability—or lack—of on-demand services and broadcaster catch-up platforms in local markets. For example, in Brazil and Mexico, where such services are less dominant, YouTube has become a key venue for premium, broadcast-style content. Both countries also report high levels of YouTube usage via smart TVs, indicating that audiences are embracing the platform for living-room viewing experiences similar to traditional television.
Ampere also identifies this older demographic as “content super-consumers.” These viewers not only watch more long-form content but also engage with a broader range of genres than the general online population. This increased engagement makes them a valuable audience for content distributors and platform owners alike.
“YouTube’s vast audience makes it an attractive partner for content owners seeking to monetise their catalogues and reach beyond their regular audience,” said Ed Ludlow, Senior Analyst at Ampere Analysis. “But that same scale means viewing behaviours vary widely across demographic groups—it’s crucial that content owners understand who they’re really engaging when distributing content on the platform.”
The report reinforces YouTube’s positioning not just as a youth-driven video platform but increasingly as a mass-market, multi-generational destination for long-form entertainment. For content owners, especially those with rich back catalogues, YouTube presents an opportunity to unlock new value from older audiences in both established and emerging markets.
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