CTV Adoption Among Seniors: What It Means for AEP

With the new season of AEP just launching, we’re taking a closer look at how the Medicare-eligible audiences are using Connected TV (CTV). For years, there’s been a common belief that seniors stick to traditional TV and avoid streaming. But new data tells a very different story. Today’s Medicare-eligible audience is not just aware of CTV — many are actively watching it.

Seniors Are Streaming — And in Growing Numbers

Part of that change comes down to accessibility. The Pew Research Center (2024) report that nearly 90% of adults over 65 now have internet access. With smart TVs and easy-to-use remotes, streaming platforms have become far more approachable for this group.

Where Are Seniors Watching?

Among streaming seniors, the preferences might surprise you.

  • 53% use Netflix

  • 50% watch Amazon Prime Video

  • 29% stream on Hulu
    (Source: Pew Research Center, 2025)

These are the same major platforms driving viewership across all generations, proving that older adults are participating in the same streaming ecosystem as everyone else.

The Bigger Picture: Streaming Surpasses Traditional TV

In May 2025, streaming officially became the dominant form of TV viewing in the U.S., capturing 44.8% of total TV usage, according to Nielsen. That’s more than both broadcast and cable combined — a first in television history.

Seniors are part of that shift. With more smart TVs in households and streaming apps integrated directly into the viewing experience, it’s simply easier to click “Netflix” or “Prime Video” than to navigate a cable guide. In fact, the percent of households with a smart TV set has significantly grown in the last 5 years. Jumping up to 82% in 2025- that is up 16% from 2020.

 

What This Means for Marketers

The takeaway is clear: CTV adoption among seniors is real, measurable, and growing. They’re comfortable online, using streaming platforms regularly, and increasingly reachable through CTV advertising.

For healthcare and Medicare marketers, this opens up a huge opportunity. CTV’s targeting capabilities let you reach the Medicare-eligible audience with the same precision as digital ads — but with the storytelling impact of television.

Each year, we review county coverage for AEP MA plans and evaluate how effective CTV will be to limit waste. CTV plays an important role in our AEP strategy, allowing us to target smaller local markets where linear TV would be wasteful.

In short: The idea that seniors aren’t watching streaming TV is no longer true. The data shows they are — and advertisers should make sure they are considering CTV in their overall AEP strategies.

Want to learn more and find out if CTV would be a great fit for your AEP campaigns? We would love to chat with you!