If you are currently building flowcharts for Q3/Q4, the data shows a massive bifurcation in how age groups consume content. Here is the raw intelligence you need to adjust your buy models.
1. The "Linear Cliff" is Real. If your client is still insisting on heavy Linear TV weight to reach anyone under 30, show them this stat: 41% of Americans under 30 do not watch Live TV. At all.
The shift is absolute. While 66% of the 50+ demographic still clocks 3+ hours of TV daily, the younger demographic has completely defected to streaming.
- The Winner: Amazon Prime has hit its highest viewing numbers yet (49% weekly reach), and Disney+ is up to 35%.
- The Loser: HBO Max is bleeding out, dropping another 4 points to 25% weekly reach.• The Fix: Shift those Tier 2 linear dollars into CTV environments immediately.
2. TikTok is the Only Engine GrowingSocial media usage is plateauing across the board—except for one outlier. TikTok is the only platform that grew its daily user base in 2025 (+5 points to 30%).Meanwhile, the "legacy" platforms are leaking oil:• X (Twitter): Daily usage dropped to 16%. Over half the population (54%) now says they never use it.
- Facebook: Daily usage is down to 52%, heavily skewed toward the 45+ demographic.
- The Fix: If you are chasing growth, TikTok is no longer "experimental" budget; it is baseline. If you are chasing retention for older demos, Facebook remains the necessary evil.
3. Audio Split: The "Age Gap" is WideningDon't just buy "Digital Audio" and hope for the best. The platform split is now strictly generational.
- Under 30s: 56.5% are on Spotify. It is the dominant utility for this group.
- Ages 31-49: They prefer YouTube Music (38% usage) over Spotify.
- The Surprise: Podcasts are aging up. The only demographic that increased podcast consumption this year was the Over 50s (+5%).
The Bottom LineThe "General Market" buy is dead. The gap between a 25-year-old streamer and a 55-year-old linear viewer is now a canyon.
