PV Occasionals/Loyals Audience Profiles and Insights

AUDIENCE PROFILE INSIGHTS

Occasional & Loyal Streamers

PV OCCASIONAL SUBSEGMENTS

18-34 / 35-54 / 55-65+

PV OCCASIONAL - 18-34 SUBSEGMENT

3.9% of Prime members / 19.5% of PV Occasionals (YouGov)

Profile – Who Are They?

1A. Demographics

The PV Occasional 18-34 years old subsegment is a diverse group that is slightly skewed towards female streamers. Still active in academics or in their career, they spend most of their days as a student (16% / 351) or working full time (46% / 132). They are largely liberal (35% / 234), and are a well-educated group having either obtained or are in the process of obtaining their 4-year (38% / 141) or post-grad (16% / 112) degree. Single (51% / 186) or in a relationship (21% / 209) without children, they live in smaller DMAs in average households of 3 (26% / 143) with their friends (9% / 220), parents (27% / 195), or siblings (16% / 241).

Age

Gender

Female 53% 104

Male 47% 97

1B. Psychographics – What Drives Them?

18-24 (30% / 316)

25-34 (70% / 254)

Race

Asian (30% / 316)

White (70% / 254)

Black (70% / 254)

Hispanic (12% / 78)

Residence Area

City (38% / 126)

Suburb (68% / 98)

Town (9% / 69)

Rural (9% / 48)

Income < $10,000 (18% / 127)

$20,000-$29,000 (10% / 104)

$40,000-$49,000 (9% / 125)

$150,000-$199,999 (5% / 188)

Still in the early to middle stages of adulthood, anxiety is a common theme in this group’s daily life (69% / 135) and they think that young people are given a hard time (71% / 163). Being able to find their place in society is what’s important to them (68% / 145), and they worry about the direction of both their professional (59% / 163) and personal (57% / 139) life. They are a creative group always looking to get inspired by the new (68% / 124) and like to surround themselves with diverse cultures and ideas (79% / 127) in order to do so They express their creativity through their hobbies (73% / 129); however, being able to find success in their personal and career life is what motivates them the most they do not have an issue sacrificing their free time in order to get ahead in their career (47% / 128)

1C. Personalities, Interests, & Activities

This group see themselves as smart (22% / 302), funny (25% / 240), considerate (15% / 186), and kind (16% / 212). Their general interests include music (41% / 130), education (25% / 143), sex and relationships (32% / 153), fashion and style (12% / 136), and beauty (18% / 125).

In their spare time, they enjoy online entertainment (59% / 186), playing games on devices (51% / 154), watching television (72% / 122), or expressing themselves through writing or composing (20% / 158) Tired of virtual events online (53% / 131), this group also likes to get outside through outdoor pursuits (39% / 170), helping out in the community (19% / 151), or attending places such as the cinema (48% / 157), restaurants and cafes (61% / 132), concerts (38% / 147), night clubs (23% / 150), and musicals (24% / 160). Seeking enriching experiences and diverse cultures, it is important for them to live next to an urban hotspot (32% / 123).

Media – Consumption & Activities

When online, they split their activities between playing games (51% / 141), watching videos on YouTube and Facebook (80% / 135), and listening to music (89% / 147)

Music is especially important to this group as they're unable to get through the day without it (61% / 121) This group takes pride in having a curated music taste and being on top of trends: they tend to discover new artists before their friends (41% / 159) and usually know about new and emerging artists (28% / 140). They are happy to spend money to support their favorite artists (41% / 159), and spend their time reading about music online (30% / 168) or exploring new music genres and artists (70% / 144). They primarily stream through subscription services (79% / 157), led by Spotify (44% / 281) and Apple Music (10% / 180).

This group feels like they would not be able to manage without the internet (69% / 142) or mobile communication in their day (55% / 128), and like to be online during any part of the day – even when they have work, they tend to waste time on the internet during (47% / 162). Social media plays a significant role in this group’s lives online and they sometimes worry about how long they spend on social media (62% / 147). Often scrolling aimlessly through social media (70% / 138), they feel that they spend more time on social media now than in past years (50% / 126) and prefer to interact with people on social media over in person (42% / 118)

Consumer Behavior

This group are conscious consumers (33% / 222) and like to recommend things for other people to try (61% / 118). Receiving emails from brands directly can influence their purchasing decisions (47% / 124), but they tend to get input from other people before making decisions (78% / 135).

Advertisement Attitudes

While they think that posters and billboards are great ways to find out about film releases and events (48% / 113), online advertising reaches this group the most (71% / 175). Their attention is likely to be grabbed by advertisements on websites (46% / 154), music streaming services (26% / 140), online videos (45% / 160), and social networks (53% / 135). They’re more likely to engage with advertisements on social media than on regular websites (42% / 151) and enjoy watching advertisements with their favorite celebrities (30% / 109) However, personalized advertisements creep them out (66% / 117), and businesses that try too hard to use emojis in their advertisements can turn them off (68% / 126)

Where Are They Found?

PV OCCASIONAL - 18-34 SUBSEGMENT

3.9% of Prime members / 19.5% of PV Occasionals (YouGov)

Streaming Usage

This group primarily streams movies through subscription services (56% / 156), but will also use free streaming sites (31% / 128) or go to the cinema/movie theater on or after the official release date (28% / 123). They stream a significant amount of 15 (8% / 169) to 20 (9% / 133) hours per week, but typically only spend less than 1 hour (69% / 603) to 1-2 hours (22% / 164) a week streaming on Prime Video. Twitch (8% / 338), HBO Max (21% / 179), Hulu (32% / 171), and Disney+ (19% / 168) lead this group’s last used streaming service.

When watching TV they’ll use their desktop/laptop (56% / 183), games console (22% / 246) or smartphone (45% / 153), but prefer watching TV on their laptop or tablet (32% / 141)

Genre/TV Preferences

What They're Consuming

Animation (48% / 201), Sci-Fi/Fantasy (52% / 142), Comedy (70% / 125), Family/Children (32% / 146) and Musicals (17% / 129) lead this group’s most watched genres. From these genres, they’ll tune into shows such as Mythic Quest: Raven’s Banquet (2% / 1,782) or Avatar: Legend of Korra (10% / 1,744). Comedy is a reoccurring preference for this group regardless of genre as they’ll watch comedy sci-fi (19% / 161) or comedy animation (31% / 231). When it comes to comedy, however, they prefer storylines that deal with important issues in a humorous way (56% / 136) and have underlying mature themes that speak to the adult crowd. They’ll watch shows such as Futurama (1% / 751), New Girl (1% / 667), and the Regular Show (1% / 2,516), or ones such as Grown-ish (1% / 622) that have a strong representation of minority ethnic groups (25% / 155).

Investment & Connection

Investment ability is a big factor for them: when it comes to book series, they like to find one they can dive deeply into for a while (64% / 118), and watching television is no different as they crave a feeling of obsession or addiction to the story (31% / 153). The top ranking benefit they get from watching videos is being able to engage emotionally with something (35% / 134), and they seek shows set in an immersive world (41% / 165) that have a canon of related lore and supplemental content that they can invest in (25% / 147)

This group also values connection and they’ll use what they watch as a way for conversation and engagement They look for shows that give them something to talk about with others (34% / 145), seems to be what everyone is watching and talking about (32% / 129), and allows them to follow what other fans are saying through social media (35% / 174) This is why flawed characters (49% / 154), potential for confrontation between characters (36% / 138), and characters they love to hate (22% / 137) top their most wanted characters as they create gateways into shocking or viral moments they can talk about

Profile Summary

The PV Occasional 18-34 year old subsegment is a relatively diverse group slightly skewed towards females they are active students currently obtaining their 4 year degree or working full-time having finished college Just beginning or still navigating adulthood, they often experience anxiety around their personal and professional life, suggesting that finding success in their lifestyle and career is a priority for them A creative group of people that likes diverse cultures, music, and fashion, they consider themselves to be funny, considerate, and kind They’re found going to cinemas, restaurants, nightclubs, concerts, and other lively spaces for excitement Detailed when making purchasing decisions, they rely on product reviews and the advice of others Although they don’t spend much on clothes, they do spend more on products that can improve their life.

Streaming around 15 hours per week but less than 1 hour per week on Prime Video, they seek a wide range of entertainment to keep them satisfied and lean towards engaging storylines they can relate to through inclusive casts and humor. Investment and connection are high-value aspects for them they're drawn to shows they can obsess over or use to interact with others over social media.

How We Reach Them – Barriers & Considerations

This group is stressed and busy. Though they prioritize their career, they also have a packed personal and social life through their hobbies and going out with their friends, so competing for their attention can be difficult. Furthermore, this group has obsessive tendencies when it comes to what they consume. They love to invest in books and look for shows that have a lot of supplemental content already on the internet it may be hard to capture their attention through introducing new shows that aren’t talked about yet in the media.

Because this group’s attention is split across many different areas, it’s important to target the platforms they frequent. Music and social media play huge roles for this audience they spend most of their time online on YouTube, Twitter, TikTok, Snapchat, and Instagram. Since they’re more likely to engage with advertisements on social networks rather than websites, tapping into these platforms with video advertisements showcasing celebrities they're familiar with will be key to reaching them online

This audience also values investment and connection, enjoying strong representations of minority groups and flawed characters. Highlighting a diverse cast with unique characters who aren't perfect will bring a human factor that this audience can connect with. Unique personalities and dynamics also means no dull moments which can create spaces this group can latch onto for discussion, investment, and fun.

PV OCCASIONAL - 35-54 SUBSEGMENT

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Profile – Who Are They?

1A. Demographics

The PV Occasional 35-54 years old subsegment is a less diverse group that is slightly skewed towards female streamers. They are a very liberal (22% / 148), well-educated group with a 4-year (33% / 121) or post-grad (19% / 133) degree, working full time (57% / 162) or taking care of their home or family (9% / 134). Married (53% / 121) or living with a partner (9% / 125), they live in higher-income households of 3 (24% / 130), 4 (20% / 154), or 5 (9% / 153) with at least one child younger than 18 (44% / 215).

Age

Residence Area

Gender

35-44 (60% / 334)

45-54 (40% / 355)

Race

White (2% / 114)

Hispanic (15% / 93)

Black (6% / 49)

Asian (2% / 87)

Suburb (45% / 120)

City (27% / 90)

Town (12% / 88)

Rural (16% / 87)

Income

$70,000-$79,999 (6% / 129)

$100,000-$119,999 (6% / 161)

$150,000-$199,999 (5% / 216)

$200,000-$249,999 (2% / 188)

1B. Psychographics – What Drives Them?

This group wishes they didn’t have to go to work every day (64% / 126), preferring to work at home than at the office (63% / 124). In the middle stages of their career and personal life, this group works full time while also taking care of their family. They're motivated to get through the day by the people they work with (20% / 227) and monetary rewards (33% / 217). There's still a lot left on their bucket list, though most of these goals reflect this group's practical nature- achieving a wealth goal (45% / 210), getting healthier/losing weight (54% / 152), learning a new language (25% / 162) and owning their home (29% / 141)

1C. Personalities, Interests, & Activities

This group see themselves as thoughtful (8% / 131), loyal (11% / 160), motherly (3% / 232), and a good husband (4% / 345) They also consider themselves to be organized (6% / 159), straightforward (6% / 198), skeptical (3% / 203), problem-solvers (2% / 215), and stressed (2% / 362).

The general interests of this group include sex and relationships (25% / 169), LGBT issues (31% / 141), parenting (12% / 182), video games (14% / 139), and podcasts (4% / 173) They like online entertainment (49% / 155), playing games on devices (51% / 155), musical instruments (16% / 173), board games (37% / 147), and hiking or other outdoor pursuits (33% / 143) They enjoy spending their free time with other people in busy atmospheres either at comedy shows (28% / 148), pubs and nightclubs (24% / 162), and concerts (35% / 135), or at more family-friendly spaces such as zoos (43% / 151), theme parks (37% / 161), the cinema (44% / 144) and historical attractions (47% / 141).

Media – Consumption & Activities

When this group is on the internet, they stream games, TV shows, and movies (60% / 158), use buying/browsing services for goods (81% / 130), access news and sports websites (59% / 135), or access social networking websites (73% / 133) The internet is their main source of information (83% / 127) and they prefer to read news content online (71% / 124), though they are concerned that they miss some news stories due to websites tailoring content to their interests (49% / 120). They often research about politics on the internet (50% / 119), and tend to waste time on the internet at work (41% / 141),

Consumer Behavior

When making purchasing decisions, this group ranks time and convenience the highest They will switch shops for speed and convenience (63% / 118), are willing to pay more for products/services that help them save time (61% / 126), and wish all stores had user-friendly apps to make it easier to buy things from their phone (57% / 118)

Although practical, they will also lean towards a brand that shares their values (20% / 160), has fair and ethical standards and business practices (26% / 148), and whose products are manufactured and marketed in a sustainable manner (24% / 140). They will also sometimes let their children influence what they buy (40% / 123).

Advertisement Attitudes

his is a group that finds advertising annoying (81% / 119) – personalized advertisements creep them out (66% / 118) and they feel bombarded by advertising (75% / 108). Furthermore, they expect advertisements to entertain them (50% / 108).

They're don't often notice advertisements on the internet (under-indexed 53% / 94) and are more a fan of brand engagement advertising through direct mail (36% / 168), but their attention can still be grabbed online through advertising mediums such as streaming/demand TV services (40% / 143), apps (23% / 122), and social networks (48% / 122). They have been led to a purchase by branded emails (35% / 155), offers through social media (20% / 132), or by commercials on their mobile device (6% / 122).

Where Are They Found?

PV OCCASIONAL - 35-54 SUBSEGMENT

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Streaming Usage

This group watches content through both live TV and streaming (59% / 172) They'll watch movies at the movie theater (38% / 167) or free streaming sites (39% / 161), but primarily stream through subscription services (69% / 191) They stream anywhere from less than 5 hours per week (30% / 123), to 6-10 hours per week (23% / 123), to 11-15 hours per week (14% / 126). Apple TV+ (5% / 153), Disney+ (16% / 145), Hulu (24% / 131), and HBO Max (14% / 120) lead their top subscription streaming services recently used, spending less than 1 hour (61% / 534) to 1-2 hours per week (28% / 210) on Prime Video.

They’ll watch on their television (90% / 109), but will stream on their smartphone (34% / 116) and tablet (21% / 122) as well.

Genre/TV Preferences

What They're Consuming

hFamily/Children (38% / 172), Sci-Fi/Fantasy (52% / 141), Comedy (69% / 123), Animation (36% / 153), and Reality, Talent, and Game Shows (38% / 126) make up this group's top-watched genres in the last 3 months overall. And leading shows for them include Brooklyn Nine-Nine (2% / 368), Kim’s Convenience (1% / 301), Car Masters: Rust to Riches (4% / 1,895), Star Trek: Picard (1% / 644), Fear The Walking Dead (1% / 525), Jeopardy! (3% / 170), and The Great Food Truck Race (1% / 1,176).

Family Man v.s. Me Time

The wide range of genres and content this audience consumes is because they watch both alone and/or with their family

Genres they enjoy the most during their alone time are Thriller (12% / 132), Mystery (15% / 133), Documentary (22% / 136), Comedy (22% / 135), and Sci-Fi/Fantasy (22% / 171) They're drawn to shows that take a pessimistic view of the future (15% / 129), deals with important issues in a humorous way (52% / 126), or blurs the line between what's right and wrong (38% / 124). Realism and pessimism is intellectually captivating to this group's straightforward and skeptical natures. This is why topping their favorites are complex dystopian shows like Fear The Walking Dead and Star Trek, or comedies that comment on modern life and social issues such as Brooklyn Nine-Nine or Kim's Convenience.

However, this group also prioritizes watching with their family. They view being able to spend time with their family/loved ones (43% / 124) as the top benefit they receive from video entertainment, and recommendations from their children (5% / 163) and what their children are watching (4% / 138) are key factors when they choose what to watch. Family/Children (29% / 230) and Animation (13% / 181) top their most genres when they're with their family, and they’ll lean towards more kids-friendly shows like Jeopardy! and The Great Truck Food Race Source: YouGov

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Profile Summary

The PV Occasional 35-54 subsegment is less diverse and slightly skewed towards female streamers that are well-educated adults and white-collar workers The over-indices in their motivations and lifestyle attitudes (section 1B) implies that they allocate most of their daily energy to their job This makes sense as this group is well-established in their career and have others to provide for they're married or living with a partner, with at least one child still under 18. Their busy work and personal life means that this audience's nature leans towards practicality, suggested by their more pragmatic bucket-list goals of achieving a wealth goal, getting healthier, or owning a home.

Practical consumers as well, they value speed and convenience in their shopping experience. However, they'll also be motivated to shop with a brand with shared values and ethics, and are sometimes influenced by their children. A mix of online and direct-mail advertising can be used to engage this audience.

This subsegment averages 10 hours per week streaming with 1-2 hours on Prime Video. They tune into titles like The Walking Dead, Star Trek, Brooklyn Nine-Nine, and Kim's Convenience shows with real life problems, troubling ethical dilemmas, and meaningful diversity.

How We Reach Them – Barriers & Considerations

This group finds advertising annoying and doesn’t often pay attention to advertisements online, so getting their engagement with digital marketing may be hard. They also prioritize watching television with their children and family more than alone, implied by this attribute having the highest over-index when it comes to their top video-engagement benefits. This can suggest that they tend to stream more on platforms that their children engage with the most further suggested by their top streaming platforms being Hulu and Disney+, which currently have the most children/family genre shows.

Because this group doesn’t pay attention to broader online advertisements, they should be reached with more targeted branches of advertising. Focusing advertisements on streaming/demand services they use and pushing branded emails and direct mail along with push notifications can be successful in capturing their attention

As full-time workers and family caretakers, there's no shortage of problems they have to solve in their real life, so they appreciate socially-minded titles that can delicately balance comedy with complex issues they may or may not face themselves. Since Hulu and Disney+ are already known as leading platforms for kids, highlighting titles with complex characters navigating through problems that aren’t black and white will position Prime Video as the platform they’ll want to turn to when they stream alone.

9.6% of Prime members / 47.4% of PV Occasionals (YouGov)

Profile – Who Are They?

1A. Demographics

The PV Occasional 55-65+ subsegment is a less diverse female audience that are retired (45% / 222) and have a post-grad (22% / 150) or 4-year (34% / 125 education. Married (58% / 132), divorced (15% / 177), or widowed (8% / 193), they are grandparents (42% / 178) who live in middle-income households of 2 (50% / 139) or 1 (22% / 120) with either their spouse/partner (61% / 127) or with their adult children (19% / 175). This group is religious and spiritual (28% / 132), and are also either conservative (20% / 127) or liberal (22% / 124).

Age

Residence Area

Gender

55-64 (57% / 256)

City (23% / 75)

Female 60% 117

Male 40% 82

65+ (43% / 217)

Race

White (79% / 125)

Hispanic (7% / 45)

Black (9% / 75)

Asian (1% / 24)

Suburb (40% / 106)

Town (16% / 123)

Rural (21% / 113)

Income

$70,000-$79,999 (7% / 150)

$80,000-$99,999 7% / 137)

$120,000-$149,999 (7% / 156)

$150,000-$199,999 (4% / 148)

1B. Psychographics – What Drives Them?

This is a group that has achieved much of their bucket list They feel that older people are the most overlooked group in society (80% / 125), but believe that they can still live life to the fullest (96% / 112). Staying connected with those close to them is important for this audience they often say hello to their neighbors and know who they are (78% / 119), and being a trusted resource for their friends is one of their main goals (71% / 123) when it comes to interpersonal relationships. Faith in a higher power (36% / 147) is one of the biggest motivating factors for this audience, though motivation to get through the day can also come from taking care of themselves (41% / 142) and being social with others (17% / 139)

1C. Personalities, Interests, & Activities

They see themselves as caring (26% / 122), dependable (19% / 129), compassionate (18% / 139), assertive (10% / 164), down-to-earth (12% / 144), artistic (11% / 156), and intelligent (14% / 137) This group likes to be up-to-date with the broader happenings of the world around them, holding interests in politics (62% / 156), national (60% / 150) and international (42% / 149) news, health and medicine (47% / 148), business and finance (23% / 141), and local events (44% / 138).

This audience has a lot of free time in their day, and they find the most fulfillment doing hands-on activities or getting outside They spend their time reading (64% / 138), doing puzzles (42% / 144), gardening (34% / 133), bird watching (18% / 157), or dabbling in photography (20% / 130). They'll also explore exhibitions (21% / 150), historical sites (49% / 146), museums (49% / 144), art galleries (29% / 144), and go to the theatre (25% / 135) and live music events (35% / 134).

Source: YouGov

PV OCCASIONAL - 35-54 SUBSEGMENT

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Media – Consumption & Activities

This group views themselves as fairly internet savvy (62% / 114) and will mainly go online for its more utilitarian functions such as accessing information or to buy/browse goods online (77% / 123) They'll also access social networking sites (66% / 120) such as LinkedIn (19% / 121), Facebook (73% / 112) and Pinterest (17% / 111), though the over-indices for these platforms are relatively low.

Primarily, they'll go on news and sports websites (60% / 136) instead. They actively watch, read, or listen to the news at least once a day (88% / 118) and would pay to access newspaper content online (29% / 111). Media channels leading their top consumption include reading an online magazine (23% / 204), print magazine (29% / 179), online newspaper (41% / 170), or print newspaper (21% / 151). They'll also listen to the radio (60% / 144), usually listening to the same radio stations (61% / 112).

Consumer Behavior

They are conscious consumers (19% / 125) and complacent clientele (33% / 121) who have practical tastes concerning the products they buy They are willing to pay more for products/services that help them save time (55% / 115) and never make a big purchase without making sure I'm well informed (91% / 112).

As conscious consumers though, they're mindful of the brands they choose to purchase from. If a brand holds a view they disagree with they'll stop buying from them (65% / 115), and they're motivated to shop from a brand whose products are from organic ingredients (33% / 177) or produced locally (22% / 158), or if the brand has fair and ethical standards and business practices (29% / 164).

Advertisement Attitudes

This group can feel bombarded by advertising (78% / 113) and responds less to digital marketing, leaning more towards traditional methods such as printed magazines (34% / 251), product demonstrations (31% / 200), printed newspapers (27% / 198) and direct mail (37% / 173) for their brand engagement preferences.

While TV advertisements (36% / 159) can grab their attention, they're still most likely to pay attention to radio advertisements (9% / 226) or paper advertisements like direct mail (10% / 159) and printed magazines (2% / 239) Similarly, communications through newspaper inserts (16% / 150) and direct mail (21% / 125) have led them to a purchase decision, though branded emails (28% / 125), offers through social media (18% / 121), and TV commercials (16% / 117) have done so as well

PV OCCASIONAL - 35-54 SUBSEGMENT

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Streaming Usage

This group watches both live TV and streaming (35% / 149). When watching movies, they’ll watch through subscription streaming services (60% / 169), on free TV channels (49% / 149), on paid TV services (30% / 159), or through pay-to-view services (25% / 148). They stream inside their home (74% / 117) and usually spend less than 5 hours per week streaming (39% / 161) with less than 1 hour a week (54% / 473) to 1-2 hours a week (33% / 246) on Prime Video.

They watch TV/films on their television (93% / 112) and tablet (21% / 118), using their Amazon Fire TV/TV stick (24% / 113)

Genre/TV Preferences What They're Consuming

This group likes to tune into shows such as Food Network Challenge (1% / 2,360), The Last Word with Lawrence O’ Donnell (4% / 335), Inside Edition (1% / 473), TMZ on TV (1% / 374), and The Dr. Oz Show (1% / 1,400).

Feeling connected with the world (30% / 123) and getting to experience what it’s like to live a life different to theirs (27% / 128) are key aspects of video entertainment for this group, so News, Events and Talk shows (27% / 175), Musicals (4% / 152), Arts & Culture (4% / 141), Live sports (12% / 134), and Lifestyle (11% / 133) are naturally this group’s favorite genres to watch They like watching quirky characters (50% / 147), and seek shows that can teach them something new (66% / 135), help them understand things from another perspective (66% / 135), and feature unlikely friendships/alliances (53% / 129)

Furthermore, despite being a faith-oriented group, this group does not enjoy titles with storylines revolving around religion or spirituality Faith & Spirituality, along with Horror, Animation, Family/Children, Thriller, Sci-Fi/Fantasy, and Action/Adventure rank among their most disliked genres

Source: YouGov

PV OCCASIONAL - 35-54 SUBSEGMENT

6.7% of Prime members / 33% of PV Occasionals (YouGov)

Profile Summary

The PV Occasional 55-65+ subsegment is an older and less diverse female audience group Already grandparents and retired, they live with their spouse/partner or with their family members in smaller households They are religious, over-indexing in being Jewish and Buddhist with faith being a big motivating factor for them However, they do not practice their religion everyday or seek content regarding these areas. They've achieved most of what's on their bucket list, but still strive to live life to the fullest. It’s important for them to build connections with both people and the world, and they have the free time to do so they’ll get around to exhibitions, museums, and historical sites, or use most of their time online to read about politics, business, medicine, and the news.

When it comes to purchasing decisions, they pay attention to the ethics and standards of the brand and products. They also respond to advertisements on TV, radio, or in printed magazines and newspapers.

Tapping into this audience's curiosity about the different circumstances and experiences that other people have is what draws them in to watch a show or film. They're particularly fond of quirky characters and unlikely friendships, and reality, talk, or lifestyle shows such as Food Network Challenge and TMZ on TV have no shortage of unique personalities and experiences for this audience.

How We Reach Them – Barriers & Considerations

Because they tend to only go online for more utilitarian uses such as reading the news or making a purchase, this group won’t notice advertisements on social platforms as much. They also spend the least amount of time streaming overall averaging less than 5 hours per week with less than 1 hour of this spent on Prime Video.

In order to reach them, more specific and traditional methods should be used. This audience spends a significant amount of time checking the news, and their top new sources include news websites, email newsletters, the radio, and the television. Their topics of interest also include politics, health/medicine, and business/finance With this in mind, advertising on news sites, radio channels, and television channels popular for these topics can be an effective way to reach them Using branded emails and direct mail for marketing would also be great choices

This group’s content preferences are also more niche; they mainly consume news and lifestyle shows and are under-indexed in genres typically popular among streamers such as action, horror, thriller, and sci-fi/fantasy. Creating a set of advertisements that highlight what they do enjoy friendships, interesting lifestyles, and quirky casts while leaving out more raunchy titles from their least favorite genres would be an important consideration to make when marketing to this group.

Well-educated and white-collar workers living in higher-income households of 3, they're in the midst of their career and family

1A. DEMOGRAPHICS

PV OCCASIONALS

PV MONTHLY (YouGov)

PV OCCASIONAL DEFINED

The Prime Video Occasional streams on Amazon Prime Video at least monthly, but not weekly. Composed mostly of Millennial and Gen X working adults, they make up around 15% of all Prime Video members — 1,515 of 10,104 members (YouGov)

Socially conscious and practical, they seek escapism online and value immersive content they can relate to.

MEDIA USAGE

This group is online-oriented whether it's to connect with people around them or the world, they rely on the internet to stay fulfilled, find new ideas, and stay up-to-date with what's happening

1B. PSYCHOGRAPHICS

To engage emotionally with something To learn new skills or get inspiration

I talk about TV shows to a few friends/family members

WHAT THEY WATCH

Seeks engaging storylines that they can relate to through humour, experiences, or emotional connection They rely on television for escapism from real life stress, or to expand their connections with their peers and the world at large.

EMOTIONAL MOTIVATIONS

PREFERRED ELEMENTS

LEAST PREFERRED ELEMENTS

LAST USED STREAMING SERVICE

HOW TO REACH THEM ATTITUDES TO REFLECT IN

Light streamers who spends less than 5

per

streaming content across all streaming platforms

Digital advertising using online video formats on social networks and websites catches their attention the most

PV OCCASIONALS (RECENT CASUALS)

KANTAR SUMMARY (Q1 2022)

1. PROFILE

GENDER

RACE

White (73%)

Female 52%

Male 48%

2. GENRES

Hispanic (15%)

Black (11%)

Native American (4%)

<18 (9%)

18-24 (12%) AGE

INCOME

Less than $50,000

$50,000 - $89,999

More than $90,000

(48%) (27%) (24%)

0 20 40 60 Dramas Comedies Action/Adventure Thriller Sci-Fi/Fantasy Documentaries Classic Romance Sports Horror TOP TEN GENRES OF INTEREST 60% 59% 55% 43% 42% 41% 31% 31% 26% 24%

PV LOYAL SUBSEGMENTS

18-34 / 35-54 / 55-65+

6% of Prime members / 11.1% of PV Loyals (YouGov)

Profile – Who Are They?

1A. Demographics

The PV Loyal 18-34 years old subsegment is a diverse group slightly skewed towards males Being young adults, they're unmarried and are either single (46% / 168), living with a partner they haven't married (12% / 170), or in a relationship with a significant other but not living together (7% / 210) Frequent movers, they are in low to middle-income households of 5 (13% / 218) and living with friends/housemates (11% / 275), parents (26% / 187), or with children younger than 18 (24% / 163) This is an educated group, having finished 4-year college (34% / 124) and working full-time (51% / 145), or currently attending a 2 or 4-year undergraduate college as a student (11% / 247) This group considers themselves very liberal (21% / 141)

Age

18-24 (21% / 221)

52% 106

Male

48% 94

Female

1B. Psychographics – What Drives Them?

25-34 (79% / 411)

Race

Hispanic (22% / 140)

Asian (5% / 180)

White (53% / 84)

Black (10% / 80)

Residence Area

City (42% / 136)

Suburb (36% / 97)

Town (9% / 72)

Rural (12% / 66)

Income

$50,000-$59,999 (10% / 133)

$70,000-$79,999 (6% / 137)

$120,000-$149,999 (3% / 114)

$150,000-$199,999 (4% / 177)

Finding their place in society is important to this group (64% / 136), and they don’t mind being ruthless to get to where they want (37% / 163) or sacrificing their free time to get ahead in their career (51% / 138). Looking to establish themselves and gain fulfilling experiences, they enjoy taking risks (51% / 136) and have much to fulfill on their bucket list such as having children (35% / 294), getting married (37% / 252), owning a home (42% / 205), learning a new language (34% / 216), writing a novel (23% / 223), and doing an extreme sport (20% / 222)

1C. Personalities, Interests, & Activities

This group is loving (21% / 496), fun-loving (19% / 420), goofy (12% / 729), knowledgeable (12% / 227), sincere (9% / 425), and random (9% / 1,754) Seeing themselves as ‘gamers’ (42% / 145), they're an internet savvy group (53% / 191) whose general interests include video games (16% / 166), mobile applications (19% / 121), sex and relationships (18% / 121), and various sports such as MMA (2% / 231) and major league soccer (1% / 266).

They like to be trendsetters, dressing to stand out (35% / 161), preferring to watch films when they come out at the theater (48% / 149), being the first to read books before everyone else does (41% / 161), or knowing about new lifestyle and design trends in their circle (37% / 164) They can be found going to the opera (16% / 285), at shopping malls (43% / 157), the cinema (44% / 145), exhibitions (20% / 143), or trendy restaurants and bars (57% / 138) This is a creative group who expresses themselves through collecting items of interest (24% / 173), writing or composing (20% / 159), performing arts (12% / 183), and arts and crafts (29% / 134). They are especially passionate about issues such as racism (53% / 146), socialism (41% / 122), animal testing (41% / 126), and sexism (425 / 118).

Media – Consumption & Activities

When online, they split their activities between downloading games, movies, TV shows, and media (46% / 202), dating on apps or websites (9% / 184), streaming (63% / 167), and messaging (53% / 171). This group spends much of their time online and regularly uses up their mobile data allowance (43% / 153). They tend to waste time on the internet at work (43% / 150) and often scroll aimlessly through social media (67% / 132).

Being in the know is important to this group, and they’ll leverage their time online to stay up to date about their favorite shows, music artists, and more. They like to discover new artists before their friends (48% / 186), are eager to see their favorite artist’s video updates on social media (49% / 180), and usually know all the new emerging music artists (34% / 173) People often come to them for suggestions on new music, movies, and TV shows (48% / 160)

Consumer Behavior

They are curious influencers (25% / 131), conscious consumers (20% / 130), and premium spenders (23% / 122). When making purchasing decisions, subscription boxes encourage them to try new products (59% / 152) and they admit that celebrity endorsements influence what they buy (26% / 149). This is a group with expensive taste (44% / 140) and who likes to stand out (42% / 149) – they keep up to date with current fashion trends (39% / 144) and spend a lot on clothes (35% / 160). People tend to ask them for advice before buying things (52% / 149), and they’ll often talk to their friends/family about things they’ve seen advertised on posters and billboards (46% / 159).

Advertisement Attitudes

This group is more likely to engage with advertisements on social media than on regular websites (46% / 165), although advertisements on the radio (8% / 187), billboards (5% / 164), and in printed magazines (2% / 183) will also grab their attention When making a purchase, they are often led to their decision by online newsletters (18% / 258), branded emails (36% / 161), offers through social media (275 / 179), and a brand’s commercial on a mobile device (11% / 239) or billboard (7% / 250)

Where Are They Found?

6% of Prime members / 11.1% of PV Loyals (YouGov)

Streaming Usage

This group likes to watch movies through subscription streaming services (52% / 145), pay-to-view services (28% / 164), or at the cinema/movie theater prior to the official release date (17% / 198). They stream either at home (84% / 133) or outside (25% / 225) using their smartphone (53% / 180), desktop/laptop (50% / 163), or games console (21% / 235). They are avid TV watchers, spending 16-20 hours per week streaming (17% / 186) with 3-5 hours per week (33% /286) to 11-20 hours per week (5% / 340) on Prime Video

Genre/TV Preferences

What They're Consuming

Animation (46% / 194), Horror (41% / 169), Action/Adventure (65% / 134), Comedy (71% / 126), Thriller (48% / 143), and Romance (37% / 158) lead this group's most recently watched genres. They tune into titles such as Fear the Walking Dead (2% / 862), Avatar: The Last Airbender (3% / 543), The Stand (2% / 1,112), Dragon Ball Z (5% / 2,614), Looking (4% / 2,308), and The Haunting of Bly Manor (1%, 1412).

Edge-Of-The-Seat Engagement

This group watches television to feel a rush of excitement (31% / 143). Whether that comes from shows set in an immersive world (37% / 146) that can push the boundaries of what can be seen on television (28% / 130) or from shows that are able to scare them (19% / 138), this audience likes to be on the edge of their seat while they watch Giving them stimulating titles such as Fear The Walking Dead and The Haunting of Bly Manor can deliver the rush of adrenaline they crave (42% / 113) in order to escape the outside pressures of their daily life

Trendsetter Mindset

Following their trendsetter mindset, this group hates feeling like they’re missing out (11% / 125) and seeks being able to connect with their peers using what they watch They love to follow what other fans are saying through social media (30% / 149), as well as share their own thoughts (17% / 142) through ways such as commenting on online forums (165 / 292) or posting on social media (21% / 192) Giving them cult-favorite shows with an active fanbase following such as Dragon Ball Z and Avatar: The Last Airbender is key to drawing them in Source: YouGov

PV LOYAL - 18-34 SUBSEGMENT

6% of Prime members / 11.1% of PV Loyals (YouGov)

Profile Summary

The PV Loyal 18-34 subsegment is a diverse young-adult group slightly skewed towards males They spend much of their time as students or working full-time, and live in larger households with their friends or family members An ambitious group, they're concentrated on finding their place in society whether it's through their career or the experiences they seek This audience is goofy and fun-loving, and love getting ahead of the trends. They're in the know about emerging music, fashion, and TV shows, and enjoy recommending their interests to their peers.

As they love standing out and keeping up-to-date with the latest trends, it's no surprise that this group considers themselves premium spenders and spend a lot on clothes. Seeing advertisements with their favorite celebrities can influence their purchases, and they'll talk about advertised products with their peers. They're more likely to engage with an advertisement on social media than on regular websites.

Heavy streamers, they average 16-20 hours per week streaming with typically more than half of this on Prime Video. With titles such as Fear The Walking Dead and Avatar: The Last Airbender topping their favorites, this group craves adrenaline and shows that they can keep up with.

How We Keep Them – Considerations & Hooks

Although this group is often aware of the latest TV shows, their trendloving mindset combined with their tendency to converse about what they watch means that they might easily move onto the next title if they see that there’s not enough reception around what they’re currently streaming.

As they watch television for the rush and excitement, titles from the Thriller, Horror, and Action categories will naturally keep this group's engagement. For other genres however, effective creating and keeping buzz around titles will be important in capturing their short attention span Avid social media users, they’re on content heavy platforms like TikTok, Reddit, YouTube, Snapchat, and Instagram, and are receptive to influencers and celebrities Focusing advertisements on these platforms showcasing popular actors/actresses among their peers will create titles talked about at every corner that fuel their “can't-miss” attitude.

13.9% of Prime members / 30.4% of PV Loyals (YouGov)

Profile – Who Are They?

1A. Demographics

The PV Loyal 35-54 years old subsegment is less diverse and skewed towards males. They are a parent or guardian to at least one child younger than 18 (43% / 209) and are married (52% / 118) or living with a partner but are not married to them (10% / 148). Living in larger households of 4 (20% / 147), 5 (9% / 152), or 6 (4% / 145), they are working full time (56% / 161) or taking care of their home or family (10% / 146). Slightly educated, they have finished college (14%/113) or a 2-year degree (8% / 128). This group considers themselves very liberal (17% / 115).

111

Male

46% 89

Female

1B. Psychographics – What Drives Them?

Age

35-44 (58% / 327)

45-54 (42% / 366)

Race

Hispanic (18% / 116)

White (64% / 101)

Asian (3% / 90)

Black (11% / 91)

Residence Area

Suburb (41% / 109)

City (29% / 94)

Town (13% / 99)

Rural (17% / 94)

Income

$70,000-$79,999 (7% / 149)

$120,000-$149,999 (5% / 174)

$150,000-$199,999 (4% / 157)

$200,000-$249,999 (1% / 152)

Well into their work and adult life, they still have much on their bucket list left to do such as doing an extreme sport (15% / 168), attending a specific music festival (15% / 162), and in particular, they would love to start their own business (55% / 123) This group is family-oriented, feeling that their family is more important to them than their career (84% / 111), and that their family (52% / 142), loyalty of friends/family (34% / 123), and their partner (31% / 123) is what motivates them to get through the day.

1C. Personalities, Interests, & Activities

They see themselves as kind (15% / 198), laid back (7% / 219), good company (4% / 278), funny (14% / 131), and for males, a good father (3% / 307) and good husband (2% / 209). This group is interested in parenting (15% / 159), sex and relationships (27% / 130), cars and motoring (17% / 131), music (41% /128), and movies (60% / 133)

This is also a sports-oriented group who invests in various sports such as WWE (2% / 296), Extreme Action Sports (2% / 318), and Men’s Tennis (2% / 535). They can’t go through their day without checking up on the day’s sporting events (36% / 129) and view fantasy sports as a great way to socialize with fellow fans and friends (46% / 124). An active group, they enjoy going out to comedy shows (27% / 146), pubs and nightclubs (22% / 146), theme parks (32% / 139), the cinema (40% / 133), and sporting events (22% / 130)

6% of Prime members / 11.1% of PV Loyals (YouGov)

Media – Consumption & Activities

When online, they go on dating apps or websites (8% / 178), buying/browsing services online (41% / 162), and stream games, movies, TV shows, and media (59% / 156) They often research about cinemas and films (25% / 168), television programs (26% / 146), music (33% / 138), and sports (25% / 131) on websites such as IMDb (32% / 212), Metacritic (4% / 500), CBS sports (9% / 272), and The Guardian (5% / 330).

Consumer Behavior

This group considers themselves curious influencers (24% / 122) They often search for products and services on their phone as a result of seeing posters and billboards (42% / 133), and will recommend things they have seen to their friends and family (37% / 131) They tend to spend more with brands when they are a member of their loyalty program (52% / 124) and tend to choose premium products and services (42% / 121) Their children sometimes influences what they buy (43% / 131) Communication through a brand’s commercial on a mobile device (9% / 182), a brand’s billboard (5% / 171), offers through social media (22% / 147), and branded emails (30% / 129) have led them to a purchasing decision before.

Advertisement Attitudes

This group considers themselves curious influencers (24% / 122). They often search for products and services on their phone as a result of seeing posters and billboards (42% / 133), and will recommend things they have seen to their friends and family (37% / 131). They tend to spend more with brands when they are a member of their loyalty program (52% / 124) and tend to choose premium products and services (42% / 121). Their children sometimes influences what they buy (43% / 131). Communication through a brand’s commercial on a mobile device (9% / 182), a brand’s billboard (5% / 171), offers through social media (22% / 147), and branded emails (30% / 129) have led them to a purchasing decision before.

Where Are They Found?

PV LOYAL - 18-34 SUBSEGMENT

6% of Prime members / 11.1% of PV Loyals (YouGov)

Streaming Usage

This group watches movies through subscription streaming services (58% / 162), on Blu-ray (25% / 159), pay-to-view services (25% / 148), or at the cinema/movie theater prior to the official release date (11% / 131). They stream mostly at home (89% / 142), and spend 11-15 hours per week (18% / 162) to 31-40 hours (7% / 210) watching TV.

Streaming anywhere from 11-15 hours (18% / 162) to 31-40 hours (7% / 210) per week, they spend 6-10 hours (18% / 386) of this on Prime Video. They use a variety of devices games console (15% / 169), tablet (27% / 154), smartphone (39% / 132), and desktop/laptop (36% / 119)

Genre/TV Preferences

What They're Consuming

This group watches television in order to relax (41% / 123) and escape their daily life (43% / 117). They enjoy watching television both their family, splitting their streaming across Family/Children (22% / 170), Animation (13% / 181), Action/Adventure (21% / 148), and Sci-fi/fantasy (14% / 147) shows.

When they’re alone however, Horror (17% / 223), Sci-fi/Fantasy (19% / 147), Thriller (14% / 151) and Action/Adventure (14% / 151) are leading genres for them. They love to escape to shows that can transport them into another world (39% / 119), keep them guessing what’s coming next (69% / 110), and features storylines that blur the line between right and wrong (39% / 127) It's no wonder that gritty TV shows like Narcos: Mexico (4% / 471), Into the Night (3% / 338), Mystery Road (2% / 518), Evil (1% / 562), American Horror Stories (1% / 227), and The Walking Dead: The World Beyond (1% / 519) lead this group's favorite titles

Sports Viewers

This group also consumes sports-related media, with Live Sports & Sports Talk (34% / 116) being overindexed in genres they've watched in the last 3 months and watching live sports on Prime Video (10% / 443) leading their past Amazon Prime month activities Consuming online (38% / 185) or on social media (36% / 185), they're also receptive to live streams (30% 184) and will typically tune into hockey (17% / 128), basketball (29% / 122) , baseball (30% / 119) and football (41% / 115) on TV

PV LOYAL - 18-34 SUBSEGMENT

6% of Prime members / 11.1% of PV Loyals (YouGov)

Profile Summary

The PV Loyal 35-54 subsegment is a less diverse male audience working full-time with at least one child younger than 18 Well into their work and adult life, they are a social group whose interpersonal relationships with their friends and family are what gets them through the day They love sports and socialization, and can be found going out to busy places such as the theme park, sporting events, the pub, and cinemas.

Curious media consumers, they go on a variety of websites and apps to stream television, game, or research about their favorite topics. They often search for products they have seen on advertisements, and will discuss them with their friends and family. Their purchasing habits also tend to be influenced by commercials, billboards, and social media offers they have seen, or by their children and if they are a member of a brand's loyalty program.

Enjoying titles such as Narcos: Mexico and Into The Night, this group's genre taste is driven by the dark and gritty. They're engaged by all-consuming storylines showing protagonists who are often morally gray fighting for survival in an increasingly hostile world. Additionally, they tune into a healthy amount of sports-related content; watching live sports top their past Amazon Prime month activities and they enjoy watching sports categories such as hockey, football, basketball, and baseball

How We Keep Them – Considerations & Hooks

As curious media consumers, their tendency to discuss and search for products they have seen advertised means that they naturally pay attention to digital communications However, it’s important to keep in mind what grabs their attention the most TV, Podcasts, and online advertising on apps and social networks This group often researches about sports, music, and films, so well-placed advertisements on the aforementioned mediums/channels popular in these topics is a must when advertising to this group.

Capitalizing on this group’s love for sports especially can serve as a particularly effective marketing hook. 10% of them already stream sports through Prime Video, but around 36% check up on sporting events everyday focusing advertisements on platforms they already frequent such as CBS Sports will keep this audience in the know about Prime Video content.

PV LOYAL - 55-65+ SUBSEGMENT

26.7% of Prime members / 58.5% of PV Loyals (YouGov)

Profile – Who Are They?

1A. Demographics

50% 92

Female

1B. Psychographics – What Drives Them?

Age

55-64 (53% / 238)

65+ (47% / 237)

Race

White (75% / 118)

Hispanic (10% / 64)

Black (9% / 78)

Asian (1% / 21)

Residence Area

Suburb (47% / 237)

Town (15% / 115)

The PV Loyal 55-65+ subsegment is split evenly between gender and is less diverse. They are married (61% / 139), divorced (14% / 165), or widowed (7% / 148), and are grandparents (45% / 189). Living in households of 2 (50% / 139) or 1 (19% / 102), they have a middle to high-income/savings household and live with their spouse/partner (64% / 134) or children over 18 (16% / 152). They are a liberal (24% / 134) and well educated group, having finished 4-year college (32% / 117) or post-grad (21% / 148) and are retired (37% / 185). Male 50% 102

City (23% / 75)

Rural (18% / 98)

Income

$80,000-$99,999 (7% / 145)

$100,000-$119,999 (5% / 149)

$120,000-$149,999 (6% / 190)

$150,000-$199,999 (4% / 140)

This group feels that older people are the most overlooked group in society (76% / 120) and have already achieved most of their bucket list goals However, they believe that older people can still live life to the fullest (96% / 111) and are not afraid of change (68% / 118) Their partner (44% / 175) and taking care of themself (44% / 151) can motivate them to get through the day, but they are also driven by taking on a challenge (19% / 157), physical work (21% / 153), or completing tasks (41% / 151). This is also a religious audience where faith in a higher power (34% / 139) drives them as well.

1C. Personalities, Interests, & Activities

They see themselves as interesting (2% / 173), opinionated (1% / 230), a leader (24% / 145), compassionate (19% / 144), and competent (13% / 157). They feel that they are a generally practical person (93% / 122)

Being in the know of important events and developments is a priority for this group as their interests lie in international news (45% / 161), politics (63% / 156), national news (61% / 154), health and medicine (47% / 149), and local events (45% / 141). They can be found gardening (38% / 152), reading (63% / 135), bird watching (17% / 150), and watching television (79% / 134). In their free time, they enjoy going to art galleries (34% / 169), exhibitions (23% / 163), historical attractions (53% / 154), the theatre (29% / 154), museums (49% / 143), musicals (21% / 143), and parks/gardens (53% / 141)

PV LOYAL - 55-65+ SUBSEGMENT

26.7% of Prime members / 58.5% of PV Loyals (YouGov)

Media – Consumption & Activities

This group spends most of their time online accessing news and sports websites (62% / 143) and buying/browsing goods online (81% / 131). They enjoy reading newspapers most days (18% / 164) but will also use the internet to research topics of interest such as politics (59% / 139) and are willing to pay for access to newspaper content online (30% / 115).

Consumer Behavior

Premium spenders (28% / 149), this group would buy products made in their home country if given a choice (81% / 119) and like to know where their products were manufactured (78% / 116). Their purchasing decisions have been led by brand communication through newspaper inserts (17% / 158), a brand’s TV commercial (20% / 146), magazine inserts (9% / 143), and branded emails (285 / 126).

Advertisement Attitudes

Advertising through TV (37% / 164), direct mail (11% / 173), and printed newspapers (3% / 148) has the biggest chance of grabbing their attention, though they tend to mute the advertisements on TV (56% / 116). When it comes to advertising, they prefer product demonstrations (28% / 180), printed magazines (24% / 176), in-store promotions (47% / 174), and printed newspapers (20% / 149).

Streaming Usage

This group watches both live TV and streaming (64% / 186). They spend most of their streaming in their home (87% / 139), watching movies through free TV channels (54% / 164), subscription streaming services (56% / 156), paid TV services (30% / 155), Blu-ray (24% / 154), or free streaming sites (35% / 142) They watch using their tablet (21% / 118) and television (94% / 113), streaming 21-30 hours per week (11% / 177) with 11-20 hours per week (6% / 418) on Prime Video

When it comes to finding out about new TV shows, they’ll turn to review websites (17% / 150) or viewing suggestions from streaming services, channels, and networks (58% / 136)

Source: YouGov

26.7% of Prime members / 58.5% of PV Loyals (YouGov)

Genre/TV Preferences

What They're Consuming

Arts & Culture (5% / 189), Mystery (17% / 172), News, Events, and Talk Shows (24% / 157), Drama (19% / 148), Lifestyle (12% / 141), and Thriller (11% / 138) are their favorite genres to watch any time of the day They lean into titles such as Graceland (1% / 924), The Equalizer (1% / 906), The Eisen Hour (1% / 788), NBC Nightly News (6% / 210), TMZ on TV (1% / 366), Dark Matter (1% / 298), and Holiday Baking Championship (1% / 843)

They watch TV in order to engage emotionally with something (30% / 115), experience a life different from their own (25% / 117), and to feel connected with the world and other people (29% / 118), so news and lifestyle shows that can broaden their perspectives while teaching them something new attracts this group. Connection is a big factor for this audience, so unlikely friendships/alliances (33% / 123), quirky characters (45% / 134), and sophisticated/witty humor (71% / 123) they can relate to are key engagement aspects.

However, while feel-good shows with whimsical characters like in Holiday Baking Championship appeals to this group, they also enjoy shows they can put everything else on hold to watch (48% / 132) and are talked about in the news or other sites (59% / 132). The inclusion of The Equalizer, Dark Matter, and Graceland in their favorites suggests that they also look for high stakes storylines and emotionally-driven scenes hockey (17% / 128), basketball (29% / 122) , baseball (30% / 119) and football (41% / 115) on TV

26.7% of Prime members / 58.5% of PV Loyals (YouGov)

Profile Summary

The PV Loyal 55-65+ subsegment is an older, less diverse audience split evenly between genders They live in smaller households with their partner or family members, and are already parents or grandparents This group is a competent one, and they don't let their older age stop them from enjoying taking on new challenges, experiences, or living their life to the fullest They'll go out to exhibitions, museums, or the theatre, and enjoy catching up on the latest news surrounding politics, medicine, and other developments in the world Premium spenders, this group is selective in the products that they purchase as they like to know where they're manufactured before coming to a decision

Connection and engagement are both important for this audience. Shows like Holiday Baking Championship and NBC Nightly News can expose them to the latest worldly updates or to new and fun personalities, while titles like The Equalizer and Dark Matter can tap into their engagement and "dropeverything-and watch" attitudes through captivating storylines and emotion-driven stories.

How We Keep Them – Considerations & Hooks

While this group is receptive to advertising, taking into consideration what mediums they favor will be important in engaging this group’s attention. They respond less to digital marketing over social media and websites and are more likely to engage with traditional marketing forms such as printed media and TV commercials. As they watch a mix of live TV and streaming, advertisements should be placed on both streaming services and live TV channels they’re likely to tune into, such as news and talk channels. Direct communication such as emails and push notifications will also capture this audience’s attention.

Furthermore, they tend to find out about new TV shows through review websites and suggestions from streaming services, channels, and networks As a heavy streamer group already spending 11-20 hours per week on Prime Video, they are naturally exposed to more Prime content as Prime Video tops their most used streaming service However, highlighting shows from categories they’re most likely to stream ondemand, such as titles from the Mystery, Thriller, and Drama genres, will appeal to their all-consuming engagement needs.

Well-educated older adults that are working or have already retired. They have an established family and live in upper-middle income households averaging a size of 2

1A. DEMOGRAPHICS

PV LOYAL PV WEEKLY

PV LOYAL DEFINED

The Prime Video Loyal streams on Amazon Prime Video at least weekly. Composed mostly of Baby Boomer and Gen X older adults, they make up around 50% of all Prime members — 5,254 of 10,104 members (YouGov).

Having achieved most of their bucket list already, they are curious consumers who seeks content that can excite them or give them something new to think about.

MEDIA USAGE

Seeing themselves as very internet savvy, this group likes to be in the know about the latest technology products or services They spend much of their time online watching videos and consider themselves TV addicts.

1B. PSYCHOGRAPHICS

To feel a rush of excitement

To engage emotionally with something

To spend time with my family/loved ones

WHAT THEY WATCH

Seeks edge-of-the seat engagement and immersive settings in order to escape real life. They crave an adrenaline rush that is delivered from the unexpected and that can tap into their curiosity.

EMOTIONAL MOTIVATIONS

PREFERRED ELEMENTS

LEAST PREFERRED ELEMENTS

Heavy streamers who averages 15+ hours per week streaming, with almost half of this time spent on Amazon Prime Video

LAST USED STREAMING SERVICE

HOW TO REACH THEM ATTITUDES

Conscious consumers reached through branded emails or digital advertisements on social networks and online platforms

PV LOYALS KANTAR SUMMARY (Q1 2022)

1. PROFILE

The PV Loyals group is slightly skewed towards females and less diverse. Primarily older aged adults in the 4565+ age range, they are employed full time (39%) or retired (26%) and are in their pre-school family (19%) or post family retired (27%) stages of life They are married/living with a partner (49%) or widowed/divorced/separated (29%)

GENDER

RACE

White (75%)

Female 52%

Male 48%

2. GENRES

Hispanic (18%)

Black (14%)

Native American (3%)

Asian (2%)

AGE

<18 (8%)

18-24 (6%)

25-34 (14%)

35-44 (14%)

45-54 (18%)

55-64 (18%)

65+ (21%)

INCOME

Less than $50,000

$50,000 - $89,999

More than $90,000

(48%) (30%) (22%)

Drama (18%), Action/Adventure (16%), Classics (13%), and Sci-Fi/Fantasy (12%) are their leading favorite genres. However, they're interested in a broader range of genres that also includes Comedies, Documentaries, Horror, and Thriller

GENRES & SUMMARY

PV Occasionals are younger to middle-aged adults within the 25-44 year age range, and PV Loyals are older adults in the 45-65+ age range. Loyals average 6-10 hours per week on Prime Video while Occasionals typically spend less than 2 hours, though the latter spend significantly less time streaming overall

They have similar preferences when it comes to genres they enjoy, though PV Occasionals will watch less of Horror and Arts & Culture compared to the Loyals group, and more of Animation and Comedy. Furthermore, SciFi/Fantasy and Animation ranks as the highest favored genres for Occasionals, while Arts & Culture and Thriller ranks as the highest favored genres for Loyals.

Though the 18-34 subsegments for both groups are heavy social media users, PV Occasionals tend to spend less time idling online overall than Loyals and spend more time on specific platforms of interest Because of this, Occasionals tend to pay less attention to broader forms of digital marketing and are more receptive to more targeted methods of advertising.