Amazon Prime Video — StatSocial’s Guide to OTT Network Audiences

Sep 11, 2018 | Insights

(Be sure to check out this series’ introductory entry here.)

From a distribution standpoint, Amazon has a leg up over most of the competition, having a presence already in two-thirds of all American homes. They’ve made an impact with this reach, but as this melee is really just getting underway it will be interesting to see just what the company whose chief is currently the world’s richest man has in store for cord-cutters.

The retail and streaming colossus is throwing their substantial hat into the live-streaming sports stakes. They very recently inked a deal with the U.K.’s Premier League (soccer / football), revealing to those keeping score in the industry what their live sports broadcasting strategy might be. As with many of the exclusive deals noted in this series, it’s small to start. Ten matches, to be shown live and exclusively on Amazon over the following three seasons.

They are the first live-streaming platform to strike a deal to stream Premier League matches in the U.K., a region they seem to be focused on for the moment as they position themselves for their place in the cordless future. They already have U.K. streaming rights for tennis, through a deal with ATP.

The biggest feather in their OTT sporting cap remains the streaming rights to the NFL’s Thursday night games. Amazon had good luck with the same deal last season, and renewed it for this. They will be broadcasting a Christmas Day game as well.

With last year’s NFL games Amazon sold two minutes of ad time per hour, tracking the number of people who saw the ads, as well of course as how many clicked through to the Amazon retail site or went elsewhere on the web to act on the ad’s message. The OTT future provides advertisers with heretofore only faintly promised possibilities, in terms of targeting and insight. On this future’s cusp, StatSocial is here to guide brands to the right avenues and opportunities of exposure, and arm streaming services with cold hard stats in selling their advertising real estate to those brands whose messages will be best received.

The Basic Demos:

SEX

Men are over-indexed among this audience by one-and-one-fifth times over the baseline. Accordingly, women are indexed to a degree approximately one-fifth below.

INCOME

We find those earning $50,000-a-year-or-less under-indexed among the Amazon audience by about 8%. Those earning $50,000 and up are over-indexed, and notably those earning $100k a year exceed the proportion of such earners found in the average social media audience by by over 2%.

AGE

Ages 35–54 are present among this audience to a degree exceeding the baseline by a bit more than one-third, and ages 54 and up exceed the baseline as well. Ages 18 to 34 can be found here to a degree beneath the average, with ages 18 to 24 rather dramatically under-represented.

BRANDS

The “Big Box” retail stores on this list — who have both an online presence and more prominently a brick and mortar one —are surely Amazon’s competitors, in the retail realm. Walmart’s foundations in the U.S. are probably unshakeable for the foreseeable future, but there seems to thus far be room enough for both them and Amazon. They find favor among this audience to a degree exceeding the average Yankee social media gaggle by over three times.

Walmart’s more upscale — surely in perception — competitor, Target, is over-indexed by three-and-two-thirds times. Best Buy, who specializes in electronics and other such items readily available on Amazon’s retail site, finds sympathetic folks among this audience to a degree exceeding the baseline by nearly four-and-one-fifth times.

Another theoretical competitor, but also simply an early exhibitor of content Netflix will soon feature — often exclusively — the AMC movie theatre chain is over-indexed by over three times.

Number one and two are further confirmed in both nature and content in the next section. The vaunted position of these brands here and on other lists in this series just speaks to a simple reality of what kind of entertainment is most popular right now.

As StatSocial’s insights make abundantly clear, fans of genre entertainment are quite obviously well-served in the streaming sector.

TV SHOWS

Amazon’s own Emmy winning original programs occupy the top spots here, with their series loosely based on Philip K. Dick’s novel, ‘The Man in the High Castle,’ finding affinity among this audience to a degree exceeding the average by 32 ½ times. The critically lauded and award winning ‘Transparent’ finds fans here to an extent greater than the average audience by nearly 25 times.

Worthy of mention, six of the 10 series are based on comic books, and eight of the 10 would qualify as “genre” or fantasy oriented programming. With DC Comics and Marvel Entertainment among this audience’s top brands, these results seem rather consistent.

SPORTS TEAMS

All sports teams here are under-indexed against the baseline. That said, seeing which teams figure most prominently here suggests that the Premier League investment may have been a wise one.

YOUTUBE CHANNELS

Jinx, whose once controversial “reaction channel” — which featured him watching various popular YouTube videos and reacting to them — also has millions of subscribers, finds such folks among this audience to a degree exceeding the baseline by easily over nine-and-a-half-times. Austin Evans and his tech-oriented channel, with over three-million subscribers, finds favor here to a degree exceeding the average audience by over nine-and-one-fifth times.

On the topic of sports, the Adidas Football channel, which boasts over one million subscribers, with videos routinely receiving millions of views finds favor here to a degree seven-and-a-half-times greater than the baseline. The channel features what it describes as “the latest innovations in football.” Featuring those global superstars who represent the brand such as “Messi, Bale, Ozil, Suarez, Pogba and footballers all over the world.”

— — — — — — — — — — — — — — — — — — — — — — — — — — — — — —

Watch this space, as this survey of the platforms most eager to get you cutting that cord has more to come.

You can snoop around the greater StatSocial Insights blog by clicking here.

To learn more or request a demo, click here.

Archives