Poland’s silver economy: 14.2 million consumers aged 50+
A brief for companies in the silver economy and longevity sector looking at Poland. How big the market is, who these people are, how they watch video, and why the usual advertising route misses them.
Figures presented by Beata Borucka at the I Love Marketing 2025 conference. Monthly, in Polish złoty.
Not “seniors.” A generation with money and time
The people usually filed under “seniors” in Poland are working, traveling, using smartphones, and shopping online. Segmenting them by life stage rather than by age tells you far more about what they will buy.
Health
From full fitness to actively managing a condition. The same person moves through several stages, and the products they need change with them, not with their birthday.
Independence
Still working, newly retired, or supporting adult children and grandchildren. Household budgets and decision-making differ sharply between these three.
Life transitions
Retirement, grandchildren, a move, a new hobby. These are the moments when long-held buying habits actually break open.
This audience is on the same platforms as everyone else. It is the advertising that has not followed them there.
How they watch
We can only speak to what we measure on our own channels, so these are our numbers, from a single named month, rather than an industry estimate.
Video plays in June 2026
Across YouTube, Facebook, Instagram, and TikTok, from programming made specifically for this audience.
Of viewers are 45 or older
Not a general audience with an older tail. The channel is built for this group and the profile reflects it.
Of the audience are women
Which matters in food, health, beauty, home, and travel, where they usually make the household’s buying decision.
Source: Meta Business Suite, YouTube Studio, TikTok Studio, June 2026.
Why the usual advertising route misses them
A 2026 article in California Management Review, the journal of UC Berkeley’s Haas School of Business, describes this mismatch and proposes a framework for closing it. Two of its four authors are researchers at Koźmiński University in Warsaw.
Wealthiest, least represented
Campaigns are written by people who are not in the target group.
Stereotype instead of insight
Fear-based messaging, the word “senior,” and imagery of decline read as insulting to people who consider themselves in the middle of their lives. The wrong tone loses the sale before the offer is made.
Reach is the wrong metric
The same 2026 study argues for measuring customer equity, acquisition cost, and lifetime value instead of reach. Acquiring a customer costs more here, but it pays back over a longer relationship.
What Silver TV is in this market
Silver TV sp. z o.o. is an internet television company founded in Warsaw on April 19, 2021. We are not a media agency and not a rights reseller. We produce our own programming for this audience and broadcast it live every day.
A daily habit, not a media buy
A live morning show that the audience returns to, which means a partner buys into an existing routine rather than interrupting one.
A face they trust
Beata Borucka, known as Mądra Babcia (Wise Grandma), is the face of Silver TV. In health and food categories a recommendation from her outperforms a spot.
Owned production
Studio, crew, formats, and channels are ours, so a campaign can be built to a brief instead of assembled from whatever inventory is available.
Frequently asked questions
How large is Poland’s 50+ market?
14.2 million Poles are aged 50 or over, and that group spends PLN 17.8 billion every month, roughly EUR 4.1 billion. The figure is monthly, not annual, and in Polish złoty. The segment grows each year as the population ages.
What is the silver economy and why does it matter for brands?
The silver economy is the term used in European policy and business for economic activity serving people aged 50 and over, covering health, food, finance, travel, housing, media, and consumer goods. It matters because spending in this group is large and steady while advertising budgets still chase younger audiences. In Poland the gap is measurable: 14.2 million people aged 50+ spend PLN 17.8 billion every month.
How do Polish 50+ consumers use online video?
They watch on the same platforms as everyone else, YouTube, Facebook, Instagram, and TikTok, rather than only on television. Silver TV’s programming for this audience was played 16.5 million times in June 2026, and 81.8% of its viewers are 45 or older. Daily live broadcasts with a familiar host hold their attention better than short interruptive formats.
Which categories work best with a 50+ audience?
Food and cooking, health and supplements, beauty and skincare, home and appliances, finance and insurance, and travel. These are the areas Silver TV’s programming covers daily, and where women, who make up 74.5% of its audience, are usually the household decision maker.
We will show you the data for your category
Tell us the category and we will set the market picture against what we see in our own audience, then propose a format.