Middle-aged viewers, particularly those aged 35 to 64, are increasingly consuming long-form content on YouTube, according to a report from Ampere Analysis. Since adding free theatrical releases in 2018 and TV shows in 2022, YouTube has attracted nearly 18% of its users in this age group to watch full-length movies and series. This trend indicates a shift in viewing habits, with older audiences driving a rise in multigenerational viewing on the platform. The report highlights that about 85% of internet users globally engage with YouTube monthly, with significant variations across different markets. India leads with 32% of internet users watching films and TV shows on the platform, while the U.S. sits at 15% and the U.K. at 12%. Countries with fewer on-demand services tend to have higher YouTube viewing rates, making Brazil and Mexico particularly notable for their large audiences and high smart TV engagement. Ampere labels these viewers as "content super-consumers," who tend to explore more genres than the average online audience. Households with children are also contributing to this trend, as both parents and grandparents seek family-friendly content. Ed Ludlow, a senior analyst at Ampere, emphasizes the need for content owners to understand the diverse viewing behaviors across demographics when distributing their offerings on YouTube.