With people spending more time at home, traditional television has enjoyed a rise in viewership. With talk of BBC Three going back on the air, it’s clear that, in spite of changing attention spans and innovations in mobile viewing, it’s great, captivating content that wins through.

Binge-watching the latest Netflix series isn’t just a young person’s game. According to a survey from Fierce Video and MIDiA Research, Boomers are acquiring ‘streaming-centric’ behaviors at the fastest-growing rate, with lockdown leading to a surge in demand for bingeable content.

The pandemic pushed us further online. But beneath the obvious implications, like more online shopping, an unexpected nugget was the spike in Boomer YouTubers. Across the board, tech-mediated creativity is on the rise, and people want platforms to help them keep the ball rolling.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?