WASHINGTON—Three-quarters (73%) of adults age 50 and older are more likely to support movies or TV that include characters similar to them in age and life experiences, according to new research from AARP. The survey, “Breaking Stereotypes: The Push for Real Representation of Older Adults in Movies and Television,” was released ahead of AARP’s Movies for Grownups^® Awards, which takes place on Saturday, February 8, 2025, in Beverly Hills, California.

For more than two decades, AARP’s Movies for Grownups program has championed movies for grownups, by grownups, by advocating for the 50-plus audience, fighting industry ageism, and encouraging films and TV shows that resonate with older viewers. The Awards will be televised by Great Performances on February 23, 2025, at 7/6 p.m. CT on PBS (check local listings), with simultaneous streaming available starting the same day.

 “The results of this survey demonstrate what we have suspected since we started the Movies for Grownups Awards program – that older adults care deeply about seeing their experiences accurately reflected on screen,” said Heather Nawrocki, AARP Vice President of AARP Movies for Grownups. “Likewise, the studios and storytellers who are able to capture the experiences and perspectives of older adults benefit from the significant buying power and loyalty of this age group.”

AARP’s new research identifies several barriers to improved and accurate portrayals of older actors in movies or TV. Respondents’ perceptions that viewer audiences prefer younger actors is reported by over half (52%) as a major barrier to increased 50-plus representation on-screen. In addition, over two-in-five respondents believe that industry bias (42%) and limited opportunities for older actors (46%) are significant obstacles to achieving this.

Most respondents (69%) say they consider it important that movies or TV ensure accurate representation of older adults in both casting and storylines, and four-in-five believe that male actors (80%), female actors (84%), and directors, writers, and producers (83%) age 50 and older bring unique perspectives.

People 50-plus have significant buying power in the entertainment industry, with 61 million attending movies and over 84 million subscribing to streaming services in the last year, according to MRI-Simmons. Additionally, the federal Bureau of Labor Statistics indicates that adults 50 and older spent about $10.7 billion on movies and TV streaming in 2023 – a significant increase from $8.9 billion in 2022. AARP’s Longevity Economy Outlook shows that the 50-plus age group contributes $8.3 trillion to the U.S. economy annually, a figure that’s projected to rise to $12.6 trillion by 2030.

By creating dynamic, nuanced characters reflecting the life experiences of people over 50, the industry can continue to better connect with this powerful audience, driving both engagement and revenue. A full copy of the research can be downloaded here.

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About AARP The Magazine’s Movies for Grownups Awards’ Philanthropic Goals
The annual Movies for Grownups Awards raises funds for AARP Foundation, AARP’s affiliated charity, which works for and with vulnerable older adults around the country to transform lives and build a future without senior poverty. Through vigorous legal advocacy and evidence-based solutions, and by strengthening supportive community connections, AARP Foundation fosters resilience, advances equity and restores hope.

About AARP
AARP is the nation&'s largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also produces the nation’s largest-circulation publications: AARP The Magazine and AARP Bulletin. To learn more, visit www.aarp.org/about-aarp/, www.aarp.org/español or follow @AARP, @AARPenEspañol and @AARPadvocates on social media.