Older Adults Spend Billions on Media, But Where Are Their Stories?
Despite spending billions annually on movies and streaming services, adults aged 50 and older remain underrepresented in the entertainment industry, according to a recent study by AARP (American Association of Retired Persons). The report highlights a disconnect between the significant economic contributions of this demographic and their portrayal in movies and television. While older adults wield immense cultural and financial influence, their stories and experiences are often overlooked, leaving them feeling misrepresented and marginalized. The study, based on interviews with over 1,000 U.S. adults aged 50 and older, reveals a striking contradiction. In 2024 alone, this demographic spent over $10 billion on movie tickets and streaming subscriptions. They are avid consumers of media, with 61 million attending movies and over 84 million subscribing to streaming platforms. Yet, fewer than 7% of respondents feel that movies and television often accurately represent people their age. This stark disparity underscores an industry-wide failure to connect authentically with a loyal and lucrative audience. While 59% of respondents believe representation is sometimes accurate, a significant 33% say it is rarely or never accurate. This lack of authenticity perpetuates stereotypes and misses opportunities to tell richer, more inclusive stories. Nearly 70% of respondents said it is important for movies and TV to ensure accurate representation of their demographic.
The AARP report highlights several challenges that limit the representation of older adults in media, including the preference for younger actors, limited opportunities for older actors, and entrenched industry biases. These barriers diminish the presence of older adults on screen and deprive audiences of varied stories that reflect the complexity of aging. The portrayal of older adults in media often feels shallow and stereotypical. Only 17% of respondents in the study reported frequently seeing older characters depicted as physically active, while just 11% said they often see them learning new skills. Furthermore, only 22% of respondents noted seeing older adults in busy, fulfilling careers. These limited portrayals fail to capture the vibrant, multifaceted lives older individuals lead. Collectively, the 50-plus demographic contributes $8.3 trillion annually to the U.S. economy, a figure projected to rise to $12.6 trillion by 2030. The study found that 73% of respondents are more likely to support movies or TV shows that include characters similar to them in age and life experiences, highlighting a significant missed opportunity for media creators. The AARP study serves as both a critique and a call to action. Over half of respondents (55%) advocate for more positive and authentic portrayals, while 53% emphasize the need for equal opportunities for older talent.
