Key insights:

  • Weight-management-focused Americans are more receptive to social ads (34% vs. 28% of all US adults).
  • Instagram (58%) and TikTok (40%) over-index for this group, while YouTube reaches 70%, matching the national average.
  • They are more likely to watch long-form video (55% vs. 46%) and video podcasts (31% vs. 28%).

Weight management is often talked about as an aspiration. But for a sizeable group of Americans, it’s an active, structured part of daily life. YouGov Profiles data points to a core audience of American adults who are concerned about managing their weight, work out at least twice a week, and actively track their exercise, steps, weight, and calorie intake. In this piece, we look at how brands can reach this audience.

Demographically, they don’t fit a single stereotype. The largest share sits in the 35-44 age group (24%), but older adults are just as present: 22% are 55+, and 20% are 45-54. Younger adults are still well represented, with 18% aged 18-24 and 17% aged 25-34. Women make up a majority (54% vs. 46% men), and half belong to the middle-income bracket (51%) and 28% in the lower-income group.

More open to ads on social

What makes this group particularly interesting for fitness brands is how they engage with advertising. Around 34% say ads on social networks grab their attention, compared with 28% of adults overall. That gap may not sound dramatic, but in paid social terms, it’s meaningful.

And these consumers are active where fitness brands already spend. Instagram use is notably higher (58% vs. 50%), as is TikTok (40% vs. 36%), Snapchat (25% vs. 21%), and X (25% vs. 22%). YouTube, meanwhile, reaches seven in ten of them, the same as the general population, making it less of a differentiator, but still essential.

They’ll sit through longer video if it’s worth it

Short-form video is just as much a part of this group’s media diet as it is for everyone else. Three in four weight-management-focused adults (75%) watch short-form videos, matching the share among the general public.

However, this audience is more receptive to  longer video formats. Over half (55%) say they watch long-form online video, compared with 46% of all adults, and 31% watch video podcasts (vs. 28%).  Quick clips may get their attention, but they’re more willing than average to stay for deeper content.

Fitness content matters but it can’t be boring

Perhaps unsurprisingly, health, fitness, and dieting content is a major draw. Just over half (51%) of this group follows it on social media, nearly double the rate among all adults (27%).

But fitness doesn’t exist in a vacuum. Comedy (60%), music (55%), and TV and movie content (53%) are still the most commonly followed categories.  Brands that lean too heavily into instruction could risk being ignored; those that blend usefulness with personality may stand a better chance of cutting through.

The takeaway for fitness brands

Weight-management-focused consumers are already active on social platforms, more attentive to ads, willing to watch longer videos, and genuinely interested in fitness-related content. But they also expect that content to fit naturally alongside the entertainment they enjoy every day.

Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between January 2025 and January 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

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