Video-on-Demand: Amazon Prime Video-Nutzer:innen in Deutschland

Selected insights on video-on-demand: Amazon Prime Video users in Germany

• The share of video-on-demand users using Amazon Prime Video grew by 1 percentage points since Q1 of 2021
• Like other video-on-demand services, Amazon Prime Video has a high share of users that are Millennials
• There is a fairly even split of male and female Amazon Prime Video users
• The education level of Amazon Prime Video users and video-on-demand users are similar
• A happy relationship is an important aspect of life for 56% of Amazon Prime Video users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards traveling
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors