When YouTube first launched, it was best known for silly video clips. Today, the platform looks very different. As the world’s second largest search engine, hundreds of millions of viewers now log on to learn a new skill, research a purchase, or follow industry experts. Years of professional and personal experience can translate directly into content advertisers and audiences trust. For creators over 40, that shift presents an advantage and opportunity to earn extra income.
YouTube viewership has exploded in recent years. According to Global Media Insight, approximately 2.7 billion people use the platform every month. Additionally, GMI data shows that nearly 33% of viewers are over the age of 45 compared with 13% in 2015. That equates to nearly 900 million potential followers.
Today’s video consumers are getting older, and the style of content they want to watch differs from what appeals to a younger demographic. Older viewers are looking for more than just entertainment. They are interested in technology tutorials, fitness routines, hobbies, health advice, financial planning, and long-form educational podcasts.
Audiences tend to connect more strongly with creators who reflect their own stage of life. A woman in her 60s who is just beginning a home workout program is more likely to trust and follow another woman navigating similar goals and limitations than a college athlete training at an elite level. As demand for relatable and authentic content continues to grow, there is an opening for midlife and older creators to find a like-minded audience.
Elder millennials in their teens or early 20s when YouTube first launched are now in their late 30s or early 40s. “They’re the first generation of digital natives – and that means social media savvy people are out there making content for their peers,” says Alex Leftkowitz, founder of Tasty Edits, an online firm that provides video editing and other services to YouTube creators. “Plus, that demographic has more disposable income and is therefore attractive as a target audience for professional creators looking to monetize their channels.”
Lower Barriers To Entry For New YouTube Creators
One common concern among potential Gen X and Baby Boomer creators is the belief that they must be recognized experts before launching a channel. This worry is misplaced. Audiences don’t demand a laundry list of credentials. They are looking guidance from someone just a step ahead of them. A hobbyist who has been gardening for two years, for example, can provide invaluable lessons to a beginner. On YouTube, niches branch into sub-niches, and with billions of monthly users, there is plenty of room for almost anyone to build an audience by sharing their journey.
Another obstacle is the technology. Filming, editing, uploading, and SEO optimization are not skills people over 40 grew up with. They need to be learned. Fortunately, AI and other software tools have made the job far less technical. In addition, outsourcing firms can take care of everything from scripting to editing to channel management.
Resources To Help Start A New YouTube Channel
Service companies targeting YouTube creators have grown alongside the platform’s popularity. Video editing software solutions such as Descript and Riverside, with AI tools such as filler word removal and auto transcription, allow non-experts to create videos that look professional. Outsourcing post-filming tasks is also an option. Tasty Edits and VidPros offer different video editing and channel management plans. In addition, there are companies such as TubeBuddy and vidIQ can help with keyword research and optimizing video titles and descriptions to increase your ability to connect with a specific audience.
As YouTube has grown, so has a network of service providers designed to support creators. Editing platforms such as Descript and Riverside use AI tools like automatic transcription and filler-word removal to lower the barrier to producing professional-quality videos. For those who prefer to outsource, companies including Tasty Edits and VidPros offer video editing and channel management services. In addition, optimization platforms like TubeBuddy and VidIQ help creators reach the right audience with tools to help with keyword research, titles, and descriptions.
However, just because it’s easier to start a channel doesn’t mean achieving overnight financial success is easy. Specific qualifications must be met. For example, according to TubeBuddy, 1,000 subscribers and 4,000 valid public watch hours in the last 12 months are required to enable the ability to earn money from advertisements. Tasty Edits has a creator income calculator to estimate how much money can be earned by participating in Google AdSense.
Fortunately, advertising is only one way to monetize on YouTube. Many successful creators diversify their income with affiliate marketing, where commissions are earned through product links embedded in video descriptions. Others sell branded merchandise, digital products, or full-scale online courses that build on their channel’s niche. For channels with a loyal and engaged following, brand sponsorships can become especially lucrative. Together, these revenue streams often prove more stable and scalable than relying on ad dollars alone.
Making money on YouTube is not going to happen on your first video. It usually takes months of posting helpful content in your niche. As one might expect, dozens of articles and channels on YouTube are already dedicated to helping new creators over the age of 40 get started, providing advice on everything from filming and content strategy to thumbnail design. A channel like Rob the Maritimer is a good example.
Whether you’re 25 or 65, anyone with a skill, passion, or area of expertise can build a successful YouTube channel and turn it into a meaningful source of income. With today’s range of software tools and outsourcing services, every hurdle has a solution. The real differentiator is simply the willingness to start and share your knowledge with an audience that is waiting to learn.