Millions of Brits aged 55 and over feel “left behind” by today’s TV despite being the generation who watch it most, according to a new report.
- More than quarter of older viewers feel “forgotten” by TV producers and advertisers.
A new study from Great!—the Freeview channel network owned by Narrative Entertainment—has shed light on a growing disconnect between UK broadcasters and their most loyal audience: the nation’s 22 million over-55s.
According to The Upper Third report, more than one in four viewers in this age group (26%) feel sidelined by today’s TV producers and advertisers. This sentiment is especially striking given that over-55s watch more television than any other demographic, clocking in at an average of three hours and 42 minutes per day.
The report also reveals a strong national appetite for nostalgic programming, with 67% of Brits saying they enjoy watching classic TV. Among them, men aged 55–64 are the most enthusiastic, with a remarkable 76% expressing a preference for retro shows.
Yet many of these viewers feel increasingly alienated by current programming trends. Half of over-55s believe that today’s TV schedules are skewed toward younger audiences, favouring reality formats over the timeless dramas and comedies they grew up with.
In fact, two-thirds of mature viewers (66%) say they feel more emotionally connected to the shows of yesteryear than to modern offerings, and they’re eager to see more classics return to their screens.
Despite this demand, the five main terrestrial channels aired just nine classic shows in the past week—less than 5% of total programming.
Counter argument
It should be pointed out that the BBC often faces criticism from tabloids for airing too many repeats, mainstream audiences still expect fresh content from major broadcasters. This expectation does however an opportunity for the likes of Narrative Entertainment to cater to underserved viewers hungry for nostalgia.
Additional findings from the report include:
- Representation gaps are stark: 39% of over-75s feel erased from TV, and 89 per cent of women over 75 say portrayals are negative
- Adverts also misrepresent older viewers: 57% see “lazy stereotypes,” while 60% say they’re shown too much end-of-life content
- TV is a vital companion: 45% of over-55s rely on it for company, especially women aged 75+
- Broadcast TV remains popular because of habit, comfort, and ease of access, with many rejecting the overwhelming choice of streaming
Marketing director for Great!, Kate Gartland, commented:
“Britain’s most loyal TV viewers are ‘not young’, and so they’re being routinely ignored by modern-day broadcasters. Our core audiences are telling us loud and clear they feel left behind and want somewhere to watch their favourite shows – and that’s exactly what we’re giving them at Great! We curate our channels to celebrate the shows our audiences want, just how they want them. TV’s for entertainment, for bringing people together, and often for providing company. We offer TV that fits right in. It shouldn’t be all Love Island, First Dates and prioritising Gen Z – older audiences are important, and they should be catered for.”
By: Marc Thornham