Age really is just a number when it comes to social media, as new research from Ampere Analysis shows that more than half of users ages 55 to 64 now watch influencer content every week.

This number is up by 10 percentage points since 2020. In the U.K., the figure has also risen over the past five years, from 30% to 38%.

TikTok and YouTube, in particular, are behind the growth—proof that Boomers’ social media presence is no longer limited to Facebook.

“The biggest surprise in our latest data wasn’t how popular influencer videos have become, it is how rapidly this trend has extended to older audiences,” Annabel Yeomans, senior research manager at Ampere Analysis, said in a statement on December 1.

That age group—55 to 64—delivered the highest growth in YouTube’s monthly viewing from the

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