If you think YouTube is just about teens, vlogs, and trending music videos, then you need to revisit the platform. More older adults are discovering the site as a place to explore hobbies, stay informed, laugh, learn, and connect with the wider world.  

For those who work with older adults, from care managers to senior living activities directors and nursing home administrators, YouTube is becoming a valuable and accessible way to support wellness, engagement, and joy—while broadening your visibility. 

A new era of digital comfort 

The stereotype of seniors struggling with technology is becoming increasingly outdated. In the last decade, tech use among adults 65 and older has surged; in 2021, older adults using the internet grew to 75% while smartphone ownership climbed to 61%—and 45% are on social media. Seniors spend about 27 hours per week online. Clearly, they’re adapting and engaging more than ever. 

This digital shift also shows up in video viewing habits. A Nielsen report from early 2025 revealed that YouTube now reaches more viewers than traditional cable TV in the U.S.; older adults are part of that trend. Senior viewers watched 96% more YouTube than they did just a year ago. In other words, they watch as much YouTube as kids aged 2 to 11.  

Each year, the number of viewers 65 or older continues to double. For people 55 and older, 88% watch YouTube weekly. And, they are twice as likely to share YouTube links than Millennials. We may think of Facebook when we think of seniors, but the reality is many older adults are finding YouTube to be easy, enjoyable, and endlessly customizable. 

Content and advertising that reach older adults  

The beauty of YouTube is that there’s something for everyone. Market research has found that seniors prefer informative content, including highlights and recaps. For example, seniors are likely to engage with: 

  • Gentle exercise classes like chair yoga or tai chi 
  • Classic TV shows and music from their youth 
  • Faith-based or spiritual services, often livestreamed weekly 
  • Educational content, from cooking tutorials to history documentaries 
  • Product details and information before purchasing 
  • Family vlogs or local community events shared by loved ones 

Finding ways to connect on YouTube may build social opportunities as well as reinforce independent engagement. From movie afternoons to memory-boosting music hours, professionals working with seniors can use YouTube as a free and familiar tool that meets residents where they are. 

YouTube also offers valuable advertising opportunities. Because YouTube is owned by Google, businesses that run Google Ads campaigns (formerly known as AdWords) can easily incorporate video ads into their marketing strategy. These ads can appear before, during, or after relevant YouTube videos, or even as promoted content in search results and on the home page. This makes it possible to target specific audiences, including older adults, based on interests, viewing habits, and demographics. 

Bridging gaps and opening doors 

Although important behavioral changes should be discussed in person, studies have shown that YouTube can be a safe source for health information. With video formats offering easy-to-follow visuals, content becomes more accessible—especially for those who prefer watching to reading.  

Research has found positive results in using social media to reduce the feeling of loneliness and/or social isolation in older adults. As more seniors grow confident online, YouTube also becomes a way to reduce isolation, enabling them to watch sermons from their home church, see video messages from grandchildren, or even follow creators their own age who talk about life, aging, and staying active. There is even emerging evidence that YouTube can play an impactful role for dementia patients through reminiscence therapy. 

What’s next 

As technology continues to evolve, coming generations of seniors will have ever-more digital experience and expectations. For those working with older adults, now is the time to embrace YouTube not just as entertainment, but as a versatile and inclusive engagement tool.  

YouTube isn’t just shaping how seniors watch the world—it’s giving them new ways to be part of it. We at IlluminAge are happy to help you both create a strategy and bring it to life for this growing audience. Contact us today.