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