Observed Signal · Aug 27, 2026 · Market Signal · Source: Attest · Impact: 5/5
How to reach over-50s audiences
A complete look at over-50s' daily media diet, drawn from Attest's 2026 media consumption report, mapping their time, attention and ad tolerance.
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Recent verified developments and strategic activity across this market segment.
Record Screen Time; Attention, Not Reach, Drives Ad Effectiveness
A BurdaVerlag study (ninth edition of 'Screens in Motion') finds Germans now spend a record 4 hours 33 minutes per day on moving-image content. The YouGov-surveyed study of 2,000 people shows classic linear TV remains the most-used offering (65% monthly reach) while streaming subscriptions reach 60% and YouTube 41%. However, two-thirds of respondents use a second screen during viewing, reducing ad attention. Only 7% rate personalized advertising as disturbing. The study concludes advertisers must prioritise quality and attention of ad contacts over pure reach, as long ad breaks and frequent repetition harm viewer perception and brand response.
TV Executives' 2029 Predictions: Bundling, Sports, and FAST Rise
CNBC asked 10 media executives for predictions about TV in 2029, and many are already materializing. Key trends include further cable decline, with providers like Spectrum and Breezeline shifting to streaming; live sports remaining a valuable anchor, with Prime Video securing local NHL rights and DAZN partnering with the Orlando Magic; and streaming bundles becoming more common, as seen with Peacock joining YouTube Premium. Major consolidation deals, such as FOX's $22B acquisition of Roku and Paramount's proposed $111B merger with Warner Bros. Discovery, are advancing. Free ad-supported streaming (FAST) services like The Roku Channel and Pluto TV are gaining significant viewership. YouTube is increasingly acting as a TV platform, with record live audiences during the World Cup. Overall, the future points to fewer, larger platforms offering bundled content.
YouTube Tops Cable as Americans' Daily Video Habit
Attest’s 2026 Attention Economy Report and related industry data show YouTube has surpassed live television in weekday reach among U.S. adults and that creator-driven video (YouTube, TikTok, others) now commands more daily minutes than live TV plus major streaming services combined. The report finds 90% of Americans access YouTube on a typical weekday, average daily minutes on YouTube are nearly on-par with subscription streaming, and 23% primarily watch YouTube on their television sets. Demographic splits show heavier YouTube consumption among younger cohorts and men. The findings have implications for advertisers, programmers and device makers as viewing shifts toward on-demand, algorithm-driven creator content.
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