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  • Baby Boomers are embracing pop and rock over classical music
  • Baby Boomers are embracing pop and rock over classical music
    Matthew Almon Roth, Creative Commons (2008) ©
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Redefining highbrow for ageing audiences

Research indicates there's a fundamental change in the way the tastes of those aged 50+ are formed. As Boomers turn to rock and pop, how are seemingly unrelated purchases affected?

Location North America / Northern Europe

Scope
There was weeping at American TV networks when it was revealed in 2011 that every one of them – except Fox – had a median age of 50+. Just two years later, Fox joined their ranks. [1][2] In the UK, meanwhile, almost 75% of UK newspaper readers are now 45+ “newsosaurs”. [3] Rapidly ageing audiences are a source of growing anxiety for media and cultural organisations alike. As they see it, unless they attract a younger crowd, they already have one foot in the grave.

Yet for some content creators, the ageing ...

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