YouTube Sees Growing Share of Consumers Eager to Watch Its Videos

May 13, 2026 5:00am PT YouTube Sees Growing Share of Consumers Eager to Watch Its Videos

By Brian Steinberg

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Brian Steinberg

Senior TV Editor

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YouTube has long been known as a place popular among younger viewers, but what happens when those people get older?

For Brian Albert, the executive who represents the Google video-sharing service in its negotiations with Madison Avenue, the answer is simple: They keep watching YouTube.

“The older millennials will turn 45 this year, and they really are the first generation to grow up with a supercomputer in their pocket. To them, there really is no difference between streaming a video on their TV screen and scrolling video in a feed” says Albert, managing director of YouTube Media Partnerships & Creative Works for Google, during a recent interview. “As they grow older, we just don’t expect them to consume media the way their parents did.”

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