#Japan #Tokyo #Senior Insights #Halmeiku #YouTube Trends

YouTube Viewing Trends Among Women Over 50: Insights from the Halmeiku Generation

The Halmeiku Generation, made up of women over the age of 50, has increasingly turned to YouTube for entertainment, education, and empowerment. A recent survey conducted by the Halmeiku Lifestyle Research Institute explored the 50-plus demographic's favorite video genres on the platform. With a sample size of 493 women across Japan, this study sheds light on the preferences and habits of this vibrant and dynamic group.

Survey Overview and Methodology

The study was split into two phases: a preliminary survey and a primary survey. In the preliminary phase, respondents were asked to list up to three types of videos they frequently watch on YouTube. From these responses, the most popular 20 genres were identified. In the primary survey, participants ranked these genres on a scale of one to seven, providing deeper insights into their viewing habits.

Conducted online, the survey targeted women aged between 50 and 88 from across Japan. The preliminary survey took place from April 30 to May 2, 2025, while the primary survey was conducted from May 22 to May 26, 2025. This careful structuring ensured a balanced representation of respondents from various age brackets, including 50s, 60s, and 70s.

Top YouTube Genres for Women 50+

1. Cooking Videos

The clear winner among the genres was cooking videos, which topped the list for all age ranges over 50. The most common reasons for preference included:

• - Practicality: Viewers find cooking videos helpful for meal planning, often citing how these videos make cooking easier and quicker.
• - Clarity: Many respondents appreciate the visual clarity that video provides, making instructions more straightforward to follow.
• - Enjoyment: The joy of cooking and trying out new recipes was also a significant factor, with viewers expressing their passion for culinary exploration.

2. Concerts and Live Performances

Coming in second were videos of concerts and live performances. Respondents indicated they often watch these not only out of love for the artists but also as a substitute for attending live events. The motivations include:

• - Interest: Viewers watch these videos because they are fans of the artists or genres.
• - Accessibility: For those unable to attend live shows, these videos offer a way to experience the excitement of concerts remotely.
• - Enjoyment Factor: Many expressed that watching live performances is simply fun and allows them to relive cherished music memories.

3. Health and Medical Content

Health-related videos ranked third, particularly resonant among women in their 70s. The key drivers for this genre included:

• - Educational Value: Respondents often seek out information that can positively impact their health and wellness.
• - Practical Applications: Many women reported finding valuable health tips and resources that assist them in their daily lives.
• - Curiosity for New Information: The opportunity to learn about recent health trends or medical advancements keeps this demographic engaged.

Evolving Motivation and Viewing Habits

These survey findings reveal a clear shift from YouTube as merely a source of entertainment to a multifaceted tool for personal growth. As respondents indicated their motivations have evolved from learning to habitual enjoyment, it's clear that YouTube serves as a powerful platform for self-improvement and community engagement.

Notably, only 15.4% of participants indicated that they do not watch YouTube, showcasing that a vast majority incorporates it into their everyday lives. Activities as varied as meal prep, fitness tracking, or even discovering new hobbies have been tied to their regular viewing habits.

The diverse genres reflect an underlying desire within this demographic to not only engage with content but to seek out information that enriches their lives, providing practical tips and emotional satisfaction. From cooking tutorials and health advice to nostalgic music performances, YouTube fosters an environment where women over 50 can explore their interests freely.

Conclusion

As the Halmeiku Generation increasingly embraces YouTube, it challenges stereotypes about older adults' media consumption. Rather than simply filling time, these women use the platform to learn, grow, and connect with their passions and interests. This transformation highlights the importance of niche content that caters to their unique experiences and aspirations, firmly establishing YouTube as an integral part of their everyday lives, a place where learning, entertainment, and personal expression come together.

For brands looking to engage with this vibrant audience, understanding their viewing habits and the content that resonates can be key to developing meaningful connections and relevant marketing strategies.

Note: For further insights, comments from Yukie Umedzu, Director of the Halmeiku Lifestyle Research Institute, are available upon request.