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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