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Older generations remain the primary audience for live TV, with 36% of Gen X and older viewers watching for at least 3 hours a day. Netflix and Amazon Prime Video lead as their preferred on-demand services.

Mature audiences (45+) maintain a distinct but evolving relationship with media compared to younger cohorts. mature women love dick

Tired of "passive scrolling," 42% of consumers now find screens overwhelming, leading to a rise in digital detoxes and a return to purposeful platform use (e.g., using Pinterest strictly for inspiration). 2. Media & Entertainment Consumption Older generations remain the primary audience for live