AARP Hearing Center
Over 61 million adults 50 and older attended movies, and more than 84 million subscribed to television streaming services in 2024, spending over $10 billion annually. Not only are these numbers telling of this demographic’s entertainment preferences, but they also underscore the influence of the 50-plus on consumer spending and media consumption. A new AARP survey of 1,010 adults 50-plus found a crucial need for increased representation and diverse portrayals of older adults in movies and television.
Immense buying power
Given what they spend, it comes as no surprise that this demographic wants accurate portrayals of people their age, not only in how they look but also what they do. In fact, 69 percent consider it important for accurate portrayals in both casting and storylines, while 79 percent say they would prefer stories and characters that represent real-life experiences of older adults.
More than one in five (22 percent) are dissatisfied with the variety of roles offered to actors 50-plus, while 11 percent are very satisfied. Only 7 percent, however, claim age representation on film and TV is often accurate, 59 percent say sometimes accurate, 29 percent say it is rarely accurate, and 4 percent say it is never accurate.
Little improvement
More than half of those 50-plus say accurate portrayals of their demographic have remained unchanged over the last five years, indicating a certain level of industry stagnation, while 28 percent believe they have improved and 19 percent say they are worse.
Those surveyed believe older adults are rarely seen in diverse and dynamic roles, with only 17 percent saying they are portrayed as being physically active, 11 percent as learning something new, and 22 percent as having a busy career. However, four in five respondents believe male actors (84 percent), female actors (84 percent), and directors, writers and producers (83 percent) 50 and older bring unique perspectives and talents that are underrepresented in film.
Youth culture a challenge
Barriers to improved and accurate portrayals of adults 50-plus on-screen include respondents' perceptions that viewer audiences prefer younger actors (52 percent). In addition, more than two in five believe that industry bias (42 percent) and limited opportunities for older actors (46 percent) are significant obstacles to achieving this.
Call for industry changes
More than half of respondents want more positive representation of older adults and equal opportunities for actors, directors, writers, and producers. Another 73 percent say they would be more likely to support movies and TV if characters were closer to their age and story lines more like their life experiences.
The takeaway from the study is an underlying message to the film industry that it can benefit from working harder to recognize, celebrate and tap into the contributions and value of older actors, directors, writers, and producers, allowing them to bring forth the voices and stories of older adults.
Methodology
Interviews were conducted November 14–18, 2024, among 1,010 U.S. adults age 50-plus in the Foresight 50+ Omnibus. Funded and operated by NORC at the University of Chicago, Foresight 50+ by AARP and NORC is a probability-based panel designed to be representative of the U.S. household population age 50 or older. Interviews were conducted online and via phone. All data are weighted by age, sex, education, race/ethnicity, region, and AARP membership, to be nationally representative of adults age 50-plus in the U.S.
For more information about this survey, please contact Lona Choi-Allum at lallum@aarp.org. For media inquiries, contact External Relations at media@aarp.org.
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