Pharma advertisers’ coveted 50+ audience flocks to streaming TV, Roku analysis says
One of the reasons pharma marketers rely on TV advertising is because that’s where the target audience is. However, one of its key demographics — the 50-plus market — is on the move, according to Roku research and analysis.
More than half (55%) of the 50-and-older households that own a Roku device are cord cutters. That means the viewers have stopped using traditional cable or satellite services and now only using its streaming service. While Roku’s analysis comes from its own constellation of 70 million households, other streaming or connected TV services such as Hulu, Netflix and Apple TV+ are also growing at a rapid clip while subscriptions to traditional, which is also called linear TV, services decline.
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