Amazon Prime Video brand profile Germany 2022

How high is the brand awareness of Amazon Prime Video in Germany?
When it comes to video-on-demand users, brand awareness of Amazon Prime Video is at 94% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Amazon Prime Video in Germany?
In total, 60% of German video-on-demand users say they like Amazon Prime Video. However, in actuality, among the 94% of German respondents who know Amazon Prime Video, 64% of people like the brand.

What is the usage share of Amazon Prime Video in Germany?
All in all, 56% of video-on-demand users in Germany use Amazon Prime Video. That means, of the 94% who know the brand, 60% use them.

How loyal are the users of Amazon Prime Video?
Around 50% of video-on-demand users in Germany say they are likely to use Amazon Prime Video again. Set in relation to the 56% usage share of the brand, this means that 89% of their users show loyalty to the brand.

What's the buzz around Amazon Prime Video in Germany?
In May 2022, about 45% of German video-on-demand users had heard about Amazon Prime Video in the media, on social media, or in advertising over the past three months. Of the 94% who know the brand, that's 48%, meaning at the time of the survey there's some buzz around Amazon Prime Video in Germany.

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Amazon Prime Video brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in Germany in 2022

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Number of respondents

1,189 respondents

Age group

18 to 64 years

Special properties

respondents who use video-on-demand

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to video-on-demand, which of the following brands do you like?"
Brand usage: "When it comes to video-on-demand, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to video-on-demand, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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