: While traditional cable TV remains a staple (with roughly 58% watching an hour or more daily), streaming is universal. Netflix (60%) , Amazon Prime Video (43%) , and Hulu (40%) are the primary sources for preferred genres like Drama, Crime & Mystery . Social Media Habits :
: Wellness has expanded beyond physical fitness to prioritize cognitive health, longevity medicine, and mental well-being.
: These remain the top platforms for staying connected with family and friends.
Despite being historically underserved, women over 50 are digital-first consumers with specific platform preferences.
: Women over 50 make up 20% of the population but only 8% of onscreen time on television. However, the success of shows starring older leads, like Kathy Bates in Matlock , is beginning to shift this narrative. 3. Fashion & Shopping Behavior