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Tech-savvy, loves brand trends, professionally produced video. Low tolerance for "amateur" content. Cable TV, books, newspapers, essential news. Finds streaming "overwhelming" and "costly." Thrifty Thinkers Online puzzles, mentally stimulating games. Risk-averse; dislikes tracking/data privacy issues.

Generative AI is being used to improve audience intelligence , helping media companies target granular segments like "legacy holdouts" with more relevant content recommendations.

Older audiences are characterized by a preference for established formats, though their "digital wariness" is fading as interfaces become more accessible.

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