: Live sports remain a primary draw, with major 2026 events like the Winter Olympics and the FIFA World Cup expected to see massive engagement from this demographic.

: Over 80% of adults in this category now use streaming services, with Amazon Prime Video (63%) and Netflix (60%) leading the market.

: While they still dominate linear TV viewership (representing 26% of all viewers), they are increasingly comfortable with ad-supported streaming tiers (FAST) to manage costs. Social Media & Digital Engagement