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.