Data: Prime Video Viewers Skew Older, Wealthier

The competition is fierce in the streaming landscape, as platforms strive to differentiate themselves to attract more subscribers and reduce churn. And knowing exactly who their viewers are, as well as what content they prefer and their ad experiences, is crucial intelligence. A longitudinal tracking poll from MX8 Labs is revealing these types of trends.

While no streamers are currently beating Netflix, Amazon’s Prime Video is ahead of the rest of the pack, ranking No. 2 for overall experience, content appeal and ad experience. Of the over 5,800 U.S. survey respondents, 63% say they’ve watched Prime Video, the highest share outside of Netflix (72%). Digging deeper reveals several interesting demographic differences. 

• 66% of viewers over 65 years old say they’ve watched Prime Video, vs. 59% of 18-24 year olds. 
• 70% of people with household incomes ranging from $75K-99K and 68% with incomes between $100K-150K have watched it.
• People with higher levels of education are more likely to watch Prime Video than average: 74% of viewers with a Master’s degree and 69% with a Bachelor’s degree say they’ve watched the service. 
• Looking at preferred content, 64% of overall viewers say they typically watch movies on Prime Video — but that share increases notably for older cohorts, at 75% for people 55-64 years old, and 67% for those over the age of 65. 
• On the advertising side of things, younger viewers presented better brand recall: 26% of total respondents could name specific brands from ads on Prime Video, but 36% of people ages 18-24 could. 
• While 29% of overall viewers said they couldn’t remember ads on Prime Video due to inattention, those shares jumped with older people: 44% of people 55-64 and 46% of those over 65 cited non-recall.