Amazon Prime Video outperforms among older audiences

Rob Clapp

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Amazon Prime Video leads among older audiences compared to Netflix and Disney+, according to data from industry analysts MIDiA.

While 20% of all subscription video-on-demand (SVOD) users are aged 55+, this rises to 22% for Amazon Prime Video. In comparison, just 10% of Disney+ users and 19% of Netflix users are in this age group, both below average.

MIDiA adds that older audiences are ideal subscribers for streaming platforms as they often have free time and sizeable discretionary incomes. While Disney+ is a youth-oriented service, Amazon has proven attractive to older audiences through its combination of mainstream and...

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