TikTok is no longer just a destination for Gen Z. It has rapidly become a preferred entertainment platform for all age groups including Boomers. New Australian research reveals that users of all generations now spend over two hours daily on short-form video content. Baby Boomers are increasingly engaging with influencer-led videos about news, finance and politics. This generational movement is driving TikTok’s transformation from a niche app to a serious competitor in the battle for viewing time.
This trend reflects key insights from a recent study into generational media habits among Australians. The “Talking Bout Your Generation” report, conducted by an influencer marketing agency, found that Gen Z primarily follows entertainment-driven influencers while Millennials turn to the platform for parenting advice and DIY content. Boomers favour informative videos covering topics such as current affairs, money and politics. Different content preferences are drawing in a wider and more varied audience across all age groups.
TikTok now has more than 8.5 million active users in Australia and those users are spending significant time on the platform. Although many still believe the app mainly attracts teenagers and people in their twenties, the data shows that older users are just as engaged. This growing engagement is positioning TikTok in direct competition with more traditional media outlets, changing how Australians choose to spend their screen time.
In response to this shift, brands are adjusting their strategies. Consumer goods giant Unilever has dedicated half its global advertising budget to influencer and social media marketing, following consumers to the platforms where they spend most of their time. At the same time, traditional media companies are trying to win back advertisers by updating content schedules and adjusting pricing, although the real contest for attention is now happening on mobile devices.
TikTok appears to be expanding its influence by acknowledging the diversity of its audience. While TV networks and streaming services still retain their audience, it is the mobile screen, not the television, that now defines modern entertainment.
