AUDIENCE PROFILE INFOGRAPHICS
Occasional & Loyal Streamers
A m a z o n P r i m e V i d e o & S t u d i o s
Global Marketing Planning & Strategy Intern
Jessica Du
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
WHITE ASIAN TWO/MORE RACES BLACK HISPANIC OTHER 72% 4% 2% 8% 11% 2% 113 126 116 71 71 73 Science National News Sex & Relationships Doing Puzzles Writing/Composing Reading 47% 52% 26% 39% 16% 60% 136 131 128 133 131 128
PROFILE
18-24 9% 94 $150K - $200K 6% 140 FEMALE 56% 109.1 HIGH-INCOME HOUSEHOLD MALE 44% 90 5 21% 108 25-34 20% 110 35-44 13% 117 45-54 21% 96 55-64 16% 81 65+ MILLENNIALS & GEN Xers LEFT LEANING VERY LIBERAL 23% 155 LIBERAL 21% 119 MODERATE 28% 93 CONSERVATIVE 15% 92 TOWN 13% 96 RURAL 16% 85 CITY 29% 95 SUBURB 42% 113 SURBURBAN DWELLING
I'm willing to pay more for products or services that help me save time I like to get input from other people when making decisions Im generally a practical person I like to surround myself with diverse cultures and ideas 54% 113 70% 113 62% 108 86% 113 HOBBIES / INTERESTS ACTIVITIES CINEMA 43% 142 MUSEUMS 49% 141 MUSICALS 21% 140 LIVE MUSIC 36% 139 Playing games on devices Online entertainment Watching television 46% 145 46% 140 70% 119 WHERE THEY SPEND THEIR SPARE TIME ONLINE 40% 115 Behind-the-scenes content is important when choosing video content 48% 118 32% 120 TELEVISION ENGAGEMENT ATTITUDES MEDIA ATTITUDES I read about TV shows/films online The Internet is my main source of information Streaming services have changed TV watching for me 36% 118 33% 76% 76% 145 116 121 Source: YouGov
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
Online videos 37% 130 Hulu Disney+ Twitch HBO Max
Netflix YouTube Premium 39% 23% 14% 13% 4% 4% 108 124 116 113 150 132
STREAMING
FAVORITE GENRESWHEN ALONE Sci-Fi/Fantasy Animation Lifestyle Drama Mystery Comedy Thriller 155 158 127 125 125 120 Only streaming Both live/streaming Don't know Not applicable 151 TV USER TYPE LAST 30 DAYS
Brands willing to get involved in social issues 47% 108 ADVERTISING ATTENTION GRABBERS Websites Social Networks 50% 38% 127 127 Streaming Services 22% 110 THEY USE... Instagram YouTube Twitter LinkedIn Reddit 18% 192 22% 143 36% 140 40% 127 25% 139 Direct emails can influence my decisions 39% 102 Personalized advertisements creep me out 65% 115 AVERAGES LESS THAN 1 HOUR WEEKLY ON PRIME VIDEO TV HOURS STREAMED/WEEK 0-5 6-10 11-15 31% 22% 12% 125 118 110 23% 382 20% 10% 12% 20% 14% 18% 11% Blurs the line between right and wrong 115 35% Deals with important issues in a humorous way 122 50% Keeps me guessing/wanting to know what happens next 105 69% Characters' on journeys showing how they grow and mature 112 37% Has sarcastic/dry humor 122 60% Has flawed characters 127 40% Takes place in a visually impressive setting 122 48% Looks at social issues 113 23% Conveys uplifting stories 81 25% Is fun to talk about on social media while watching 58 5% Outrageous over the top characters/personalities 60 11% Is gory 59 5% 119 42% 36% 17% 5% 104 249 81 Source: YouGov
ADVERTISING
hours
week
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
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
Business/Finance Technology Cars/Motoring Cycling Photography DIY 136 127 135 136 133 128 22% 31% 18% 12% 20% 26% WHITE TWO/MORE RACES ASIAN BLACK HISPANIC OTHER 68% 2% 2% 10% 15% 1% 107 107 73 82 95 94
PROFILE
18-24 4% 41 $120K - $149K 8% 149 MALE 52% 108 UPPER MIDDLE-INCOME HOUSEHOLD FEMALE 48% 94 15% 76 25-34 19% 106 35-44 14% 119 45-54 26% 117 55-64 23% 116 65+ GEN Xers & BABY BOOMERS LEFT LEANING VERY LIBERAL 16% 106 LIBERAL 21% 119 MODERATE 30% 100 CONSERVATIVE 16% 102 TOWN 13% 97 RURAL 16% 89 CITY 30% 97 SUBURB 41% 109 SURBURBAN DWELLING
something motivates me to get through the day The unexpected is what makes life interesting I'm creative in all I do I try to only buy from companies who are socially/ environmentally responsible 54% 113 42% 108 63% 114 53% 115 HOBBIES / INTERESTS ACTIVITIES OPERA 8% 145 EXHIBITIONS 20% 141 THEATRE 26% 140 ART GALLERIES 28% 139 Reading about music Watching videos Watching television 44% 130 23% 129 73% 123 WHERE THEY SPEND THEIR TIME ONLINE 30% 115 What my children are watching is important when choosing video content 3% 113 26% 119 TELEVISION ENGAGEMENT ATTITUDES MEDIA ATTITUDES I like to try the latest technology products/services I use 'on demand' services to create my own TV schedule I am watching television more than I have in the past I am a TV addict 39% 111 51% 17% 16% 11% 115 143 136 124 Source: YouGov
Completing
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
Websites 13% 142 Hulu Paramount+ IMDb TV HBO Max
Prime Video Apple TV+ 73% 30% 22% 10% 7% 7% 338 165 188 195 264 206
STREAMING
FAVORITE GENRESAT ANY TIME Arts & Culture Thriller Mystery Drama Sci-Fi/Fantasy Action/Adventure Horror 140 137 134 132 132 130 Both live/streaming Only streaming Don't know Not applicable 146 TV USER TYPE LAST 30 DAYS
REFLECT IN ADVERTISING A brand sharing my values is a motivating factor 18% 145 ADVERTISING ATTENTION GRABBERS Streaming Services Social Networks 31% 14% 151 142 Online Videos 33% 119 THEY USE... Branded emails have led me to a purchase 30% 135 Spend more when I'm a member of a loyalty program 48% 114 AVERAGES 6-10 HOURS PER WEEK ON PRIME VIDEO TV HOURS STREAMED/WEEK 11-15 16-20 21-30 24% 13% 10% 141 148 160 16% 350 4% 11% 13% 17% 16% 18% 8% Blurs the line between right and wrong 114 35% Helps me understand things from other perspectives 112 37% Keeps me guessing/wanting to know what happens next 113 72% I put everything else on hold so I can watch 112 37% Feels epic/cinematic 113 32% Characters who are underdogs 106 40% Has high quality production values 110 40% Is light-hearted/whimsical 77 11% Is fun to talk about on social media while watching 66 6% Exposes me to the lives of celebrities 69 5% Is romantic 77 8% 123 50% 31% 13% 5% 124 56 51 Instagram MySpace Twitter LinkedIn Pinterest 21% 136 21% 135 32% 125 36% 117 1% 165 Transports me into another world 110 33% Source: YouGov
TO
Conscious consumers reached through branded emails or digital advertisements on social networks and online platforms
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%
Asian (7%) 25-34
(17%) 35-44 (16%) 45-54 (15 5%) 55-64 (15%) 65+ (15%)
The PV Recent Casuals group is slightly skewed towards females and less diverse. Primarily younger to middleaged adults in the 25-44 age range, they are employed full time (40%) and primarily in their pre-family (31%) stages They are married/living with a partner (46%), widowed/divorced/separated (26%), or single (21%)
Comedy (16%), Action/Adventure (16%), Drama (16%), and Sci-Fi/Fantasy (12%) lead this group's favorite genres. They'll also tune into Romance, Thriller, Classic, and Sports titles.
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
0 25 50 75 Dramas Action/Adventure Comedies Thrillers Sci-Fi/Fantasy Classic Documentaries Romance Horror Sports TOP TEN GENRES OF INTEREST 65% 57% 47% 46% 44% 42% 34% 27% 25% 64%
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.
OF PRIME MEMBERS... Lapsed / Dormant Loyals Occasionals 35% 15% 50% Occasionals Loyals 18-24 25-34 35-54 55-64 65+ 9% / 94 21% / 108 20% / 110 21% / 96 16% / 81 4% / 41 15% / 76 19% / 106 26% / 117 23% / 116 Age Occasionals Loyals White Asian Black Hispanic Other 72% / 113 4% / 126 8% / 71 11% / 71 2% / 73 68% / 107 2% / 73 10% / 82 15% / 95 1% / 94 Race AGE RANGE RACE Occasionals Loyals Female Male 56% / 109 44% / 91 52% / 108 48% / 94 Gender GENDER DEMOGRAPHICS YOUGOV
STREAMING PV OCCASIONALS & LOYALS COMPARISON
