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)

52% 106

Male

48% 94

Female

1B. Psychographics – What Drives Them?

Age

18-24 (21% / 221)

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