How TV Consumption Habits Are Evolving by Age Group in 2025 — and What It Means for D2C Brands

TV consumption habits are changing rapidly, and for Direct-to-Consumer (D2C) brands, understanding how different age groups watch TV has never been more important.

While linear TV remains a powerful driver of mass reach and credibility, Connected TV (CTV) and streaming platforms are increasingly where audiences — especially younger ones — spend their time. The key to successful media planning lies in knowing where each age group is watching and tailoring both budget allocation and creative strategies accordingly.

Recent findings from the State of the Screens 2025 Video Ad Market and other top industry reports reveal exactly how viewing behaviors are shifting. Let’s break down the numbers and what they mean for brands looking to scale.

 

The Big Picture: Video Ad Spend in 2025

The U.S. video ad landscape continues to grow, reaching a projected $183 billion in 2025, but where that money is being spent is shifting.

  • Social Video leads the way at 34% of total spend.
  • Linear TV follows closely at 28%.
  • Streaming TV (CTV) claims 18% and is growing fastest.
  • The rest is split between mobile and desktop video.

This shift shows that while streaming is growing rapidly, linear TV is far from dead — particularly when looking at older audiences who continue to rely on it.

 

TV vs. Streaming by Age Group

The way audiences consume TV varies significantly by age. Understanding these behaviors is essential for D2C advertisers deciding where to invest.

Age Group Main TV Consumption Habits Linear TV vs Streaming/CTV Ad Strategy Insight
65+ Heavy daily linear TV consumption, mostly cable and broadcast. Primarily linear TV; slow but increasing adoption of selected CTV. Focus on linear for reach and credibility. Use trusted, straightforward messaging.
50–64 Balance between linear and streaming, especially ad-supported services. Strong linear base with growing streaming use. Blend linear and CTV. Tailor creative to value, trust, and clarity.
35–49 Primarily streaming and CTV but still uses linear for sports and local events. Streaming overtaking linear, but linear still relevant for live content. Mix of CTV and linear. Use shorter creatives for CTV, emotional storytelling on linear.
18–34 Streaming-first, ad-supported tiers preferred. Mobile and social are key. Linear TV is minimal; most consumption on-demand. Heavy focus on CTV + social video. Quick hooks and culturally relevant content needed.

 

Key Takeaways:

  • Younger audiences (18–34) are nearly saturated in streaming adoption.
  • Older demographics (50+) are rapidly catching up, especially on ad-supported tiers.
  • The “streaming generation gap” is narrowing — especially on platforms like YouTube TV.

For advertisers, this means CTV isn’t just for younger consumers anymore. It’s becoming a universal channel, though older viewers still rely heavily on linear.

 

Linear TV Still Dominates Older Demos

While streaming surges, linear TV remains dominant for older demographics. A recent Pew Research study found:

  • 83% of U.S. adults now use streaming services.
  • However, 65+ households still overwhelmingly subscribe to cable/satellite and watch more linear TV daily.
  • Many older viewers are now supplementing linear with streaming rather than replacing it.

This creates a both/and scenario: For brands targeting 50+, linear remains essential, but integrating CTV strategically ensures you don’t miss those who have shifted platforms.

 

Strategic Recommendations for D2C Brands

Based on these viewing patterns, here’s how brands should allocate spend and plan their creative strategy:

  1. 50+ Audiences → Lean Linear + Selective CTV
  • Linear remains their core medium for awareness and trust.
  • Supplement with ad-supported CTV platforms like Hulu, YouTube TV, and Peacock.
  • Creative should emphasize simplicity, trust, and clear calls-to-action.
  1. 35–49 Audiences → Balanced Mix
  • These consumers are platform-fluid: they use both linear and streaming.
  • Blend linear buys for live/local content with always-on CTV for precision targeting.
  • Test 30s and 15s units across CTV for optimization.
  1. 18–34 Audiences → CTV + Digital-First
  • Linear plays almost no role here.
  • Heavy focus on streaming and digital/social platforms with strong creative hooks.
  • Use interactive ad units and influencer partnerships to grab attention.
  1. Measure Across Platforms
  • Use call tracking, site analytics, and attribution tools to understand the full impact of each channel.
  • Unique promo codes or vanity URLs help tie conversions back to specific media.

 

In sum, an Age-Informed TV Advertising Strategy is key. The TV landscape in 2025 is fragmented but full of opportunity. Linear TV isn’t gone — it’s just sharing the stage with CTV and streaming. For D2C brands, the winning formula lies in understanding how different age groups consume media and crafting a plan that reaches each segment effectively.

  • 65+ audiences: Heavy linear TV, some emerging streaming.
  • 50–64 audiences: Still strong on linear, but fast-growing on streaming.
  • 35–49 audiences: Hybrid viewers, split between both worlds.
  • 18–34 audiences: Streaming-first, digital-native.

By tailoring your spend and creative accordingly, you’ll maximize ROI and ensure your brand shows up where your customers actually watch.

Want to learn more?  Contact me at andres@modusdirect.com