Aging Audiences Are Forcing TV to Rethink Content for Everyone

TV typically addresses older audiences by "Back to the 80's" rather than "Back to the Future".

Aging Societies around the World will not only impact Welfare Systems but the TV & Broadcast Industry. It is a dramatic demographic shift over the next 15 years, that we must face with innovation and a new perspective on aging and how we service this audience segment.

Through this fantastic graphic depiction below by Preyash Shah of the dependency crisis in welfare systems around the world we can also highlight the need to act for TV and Broadcast services. How will it impact us if each individual in the active workforce needs to gradually support double to number of senior citizens than currently? How can we assist in lighten that burden?

Here are a couple of thoughts:

Changes in TV Consumption and Viewing Patterns

• Increased daytime viewership: As the proportion of retirees and older individuals grows, daytime television viewership is likely to increase significantly. Broadcasters and TV businesses will need to tailor their programming schedules and content to cater to this growing audience segment.
• Demand for specialized content: Older viewers tend to have different interests and preferences than younger generations. There will be a growing demand for content that caters to their specific needs and interests, such as health and wellness programs, travel shows, nostalgic content, and educational documentaries.
• Accessibility and ease of use: As the population ages, there will be a greater need for television interfaces and technologies that are easy to use and accessible to individuals with visual or hearing impairments. This may involve larger text and buttons, clearer audio options, and simplified remote controls.
• Shift towards streaming and on-demand: Although older generations have traditionally been less inclined to adopt new technologies, the increasing familiarity with streaming services and smart TVs may lead to a gradual shift away from traditional linear television.

How Broadcast and TV Businesses Can Prepare for the Demographic Change

• Develop age-specific content: Create compelling and relevant content that caters specifically to the interests and needs of older viewers. This could include investing in new formats and genres, collaborating with experts in aging and gerontology, and conducting market research to understand the preferences of this audience.
• Offer Learning Experiences: The workforce needs to constantly improve their efficiency and knowledge. Hence, they will want to learn new skills and acquire expertise. Offer them the chance to learn. Yet, do not forget the older audiences, too. They also continue to learn, especially if they have to work beyond the current retirement age.
• Prioritize accessibility: Ensure that television interfaces and technologies are user-friendly and accessible to individuals with varying levels of technological proficiency and physical limitations. This involves offering clear audio and visual options, simplified navigation, and compatibility with assistive devices.
• More "snackable" content: All audience groups want a variety of content and want to consume it everywhere at any time. Be ready to offer content in short form and easily to consume. Especially informative and educative content will strive in such formats.
• Embrace digital platforms: Invest in streaming and on-demand services to cater to the growing preference for flexible viewing options and personalized content recommendations.
• Targeted advertising: Develop advertising strategies that resonate with older viewers, taking into account their values, lifestyles, and purchasing power. This may involve partnering with brands that offer products and services relevant to this demographic.
• Experiment with Gamification: senior audiences want to be entertained and engaged with. Experiment with new formats that use gamification to engage your audience.

Additional Considerations:

• The impact on the workforce: As the population ages, there may be a shortage of skilled workers in the television and broadcasting industry. Businesses will need to invest in training and development programs to attract and retain younger talent, while keeping older employees involved and up to speed on developments in the industry and workplace. We need to stop the youth cult not only in how we address audiences but also how we recruit our workforce.
• The role of social connection: Television can play an important role in combating social isolation and loneliness among older individuals. Content that fosters social connection and engagement will become increasingly valuable.

The aging of the population presents both challenges and opportunities for the television and broadcasting industry. By adapting their content, delivery, and business strategies to meet the evolving needs and preferences of older viewers, broadcasters and TV businesses can ensure their continued relevance and success in the years to come.

One key strategy for success is to create content that is not only age-appropriate but also emotionally resonant. Older viewers often seek out programs that evoke nostalgia, provide comfort, and offer a sense of belonging. By focusing on storytelling that taps into these emotions, broadcasters can build strong connections with their audience. Additionally, investing in educational and informative content can help older viewers stay engaged and informed about the world around them.

Furthermore, broadcasters and TV businesses should prioritize accessibility in their offerings. This includes ensuring that their content is compatible with assistive technologies, such as closed captioning and audio description, and that their platforms are easy to navigate for individuals with limited mobility or vision. By making their services accessible to all, broadcasters can demonstrate their commitment to serving the needs of their aging audience.

Finally, fostering a sense of community and social connection through television can be a powerful tool for combating loneliness and isolation among older viewers. This can be achieved through interactive programming, live events, and online forums that allow viewers to connect with each other and share their experiences. By creating a sense of belonging and support, broadcasters can help older individuals maintain a high quality of life and contribute positively to society.

You need to adapt your business strategy for this demographic shift?

Contact me to guide you into the future of TV and how you can better address the change on audience behavior.

PS: The graph above is published here with some insights on the impact of demographic shift on society.