Who watches content for 50+: two thirds of the audience are women over 45

Women over 45 make up 64.3 percent of the audience of Silver TV, a Polish internet television channel for viewers aged 50+. The figure comes from YouTube Analytics for June 2026 and is the intersection of two characteristics, not the sum of two separate shares. Women overall account for 74.5 percent of the audience, and viewers over 45 for 81.8 percent.

Who watches content aimed at a 50+ audience?

A woman over forty-five. That is the core of the audience in our measurement, and it is one group, not two overlapping groups from a media presentation. Separately, we give the figures that describe scale: followers across six profiles and watch time on YouTube.

viewers over 4581.8%

women in the audience overall74.5%

women over 4564.3%

The full length of a bar is the whole audience. Source: own data, YouTube Analytics.

The first three rows concern YouTube only, because it is the only platform that provides audience demographics broken down this way. The distribution of reach across platforms is described in a separate overview, and we do not repeat it here.

Why 64.3 percent, if women make up 74.5 percent?

Because these are two different quantities. The first says what part of the audience has both characteristics at once: is a woman and is at least forty-five. The second counts all women, including younger ones, of whom there are only a handful in our audience.

The temptation to calculate such a figure yourself is strong, because both shares sit in every platform report and all you have to do is multiply them. The calculation then assumes that a viewer's gender and age are independent of each other, and in an audience built around content for one generation they are not. That is why we take the intersection from the measurement, not from multiplication.

How much time does this audience give to content?

In June 2026 viewers spent 82,591 hours with videos on our channel. That is YouTube alone, without the other three platforms, and without this caveat the figure would sound like the result of our whole operation, which it is not.

There are 1,404,286 followers across six profiles. The sum of followers is not the number of different people: the same viewer may have an account on Facebook and on Instagram, and none of the platforms will tell us it is the same person.

Does a woman over 45 make the household shopping decisions?

We do not know, and we have nothing to measure it with. Our data say who watches, not who makes the purchase decision in the household. These are two different questions, and we have our own measurement only for the first.

Studies on the role of women in household purchase decisions do of course exist, including for the Polish market. We have not yet checked any of them with the original publisher, and the rule of this website is that a figure without a verified source does not go into the text. When such a record enters our fact base, this article will get a paragraph with the figure and the date of measurement.

What does this mean for campaign planning?

This part is our interpretation. The measurement ends with the table above.

A brief describing the target as a “person aged 50+” usually drifts away from who the campaign will really meet, because it leaves out gender and stretches age across a thirty-year gap. The core of our audience is narrower and easier to describe: a woman aged between forty-five and sixty-something, most often watching at home, during the day. Casting, language and editing pace can be set for a person like that. For the 50+ group as a whole, nothing can be set.

The second point is where the measurement is taken. We get demographics this precise only from YouTube, while most views are collected by Facebook, where there is no such breakdown. When planning a campaign across several channels, it is worth agreeing in advance which platform will be the source of truth for the audience profile, because otherwise every report will show a different audience.