The Forgotten Generation: Why Entertainment Execs Shouldn’t Overlook Gen X in the Streaming Evolution | Analysis

Generation X, often referred to as the “forgotten generation,” has long flown under the radar of marketers and entertainment executives. Born between 1965 and 1980, this cohort is sandwiched between the much-talked-about Baby Boomers and Millennials, often eclipsed in discussions about consumer habits and media consumption. However, as they approach retirement age, Gen X is proving to be a formidable force in the streaming market — a force that savvy entertainment executives cannot afford to ignore.

The power of Gen X in streaming

It might come as a surprise to some that Americans aged 50 and older, which includes a significant portion of Gen X, now account for over 40% of streaming watch time as of mid-2024, according to Nielsen. This marks a substantial increase from previous years, reflecting a growing trend among this demographic. Streaming services such as Netflix, Hulu and Roku are increasingly becoming the go-to entertainment sources for Gen Xers, many of whom are embracing the digital shift with enthusiasm. In fact, streaming platforms have reached record highs in viewership, with streaming usage growing by over 22% year-over-year, highlighting the deepening engagement of older audiences, including Gen X, with digital content.

But the real untapped potential lies in AVOD and FAST. These platforms are particularly well-suited for Gen Xers, who are often navigating financial pressures from multiple directions — supporting both their aging parents and adult children, while also trying to secure their own retirement. For many in this generation, the idea of paying for multiple subscription services can be daunting, making the ad-supported models of FAST and AVOD highly appealing.

Why this matters to Hollywood executives

The average age of top Hollywood executives hovers around the early 50s, according to KCRW, placing many of them within the Gen X demographic. That means that the individuals making decisions about content, marketing and distribution strategies are part of the audience that’s increasingly turning to streaming services, particularly those with ad-supported models like FAST and AVOD. Understanding their own generation’s viewing habits could be the key to tapping into a lucrative and loyal audience.

So, how can streaming services, particularly FAST and AVOD platforms, capture the attention — and the dollars — of this often-ignored generation?

• Nostalgia-fueled content: Gen Xers have a deep sense of nostalgia for the media of their youth. Bringing back classic TV shows and movies, either through reboots or by making them available on streaming platforms, can be a powerful way to attract this audience. Platforms like Netflix have already seen success with this strategy, reviving shows like “Cobra Kai” and bringing back popular ‘80s and ‘90s movies.

• Ad-supported models: Given their financial constraints, Gen Xers are likely to be drawn to cost-effective options. FAST and AVOD platforms offer a unique proposition — free or low-cost access to a wide range of content in exchange for watching ads. This model aligns well with the budget-conscious nature of many Gen X households and provides an opportunity for advertisers to reach a demographic that is often under-targeted but highly engaged.
• Bundling services and discounts: Offering bundled services can provide access to multiple platforms at a discounted rate. This approach not only appeals to Gen Xers frugality but also adds value by reducing the hassle of managing multiple subscriptions.
• Targeted marketing campaigns: Marketing efforts that speak directly to the values and experiences of Gen X can go a long way. This generation values authenticity and directness. Campaigns that acknowledge their financial challenges, while highlighting the value of entertainment as a form of escape and relaxation, will resonate deeply.
• Leveraging their digital savvy: Gen Xers may not be as tech-obsessed as Millennials or Gen Z and Gen A, but they are far from technophobes. They have embraced digital media, and their familiarity with both the old and new means they can navigate streaming platforms with ease. Streaming services should consider user interfaces and features that appeal to this dual sensibility — intuitive yet rich with options that allow for a personalized experience.

Why Gen X matters now more than ever

As streaming becomes increasingly central to how people consume media, the competition for viewers’ attention is fiercer than ever. While much of the focus has been on capturing the elusive Millennial and Gen Z markets, Gen X represents a substantial and growing segment of the streaming audience. They may be financially strapped, but their loyalty, adaptability and appetite for diverse content make them a key demographic for the future of streaming.

In many ways, Gen X’s media consumption habits are a bellwether for the broader industry. Their embrace of streaming services, particularly ad-supported platforms like FAST and AVOD, despite the financial challenges they face, underscores the enduring importance of entertainment in their lives.

For entertainment executives, the message is clear: their own generation may be the forgotten one, but it should be top of mind when it comes to developing strategies for growth in the streaming space.

As this generation approaches retirement, they bring with them a lifetime of media experiences and a deep appreciation for quality content. By understanding and catering to their unique needs and preferences, streaming services can not only capture their attention but also earn their dollars — proving that sometimes, the forgotten generation is worth remembering.

Jerry Inman, Chief Marketing Officer of Whip Media is a marketing innovator and global brand builder with a passion for entertainment technology.

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