Amazon Prime Video brand profile U.S. 2023

How high is the brand awareness of Amazon Prime Video in the United States?
When it comes to video-on-demand users, brand awareness of Amazon Prime Video is at 92 % in the United States. 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 the United States?
In total, 55 % of U.S. video-on-demand users say they like Amazon Prime Video.

What is the usage share of Amazon Prime Video in the United States?
All in all, 54 % of video-on-demand users in the United States use Amazon Prime Video.

How loyal are the users of Amazon Prime Video?
Around 48 % of video-on-demand users in the United States say they are likely to use Amazon Prime Video again.

What's the buzz around Amazon Prime Video in the United States?
In June 2023, about 40 % of U.S. video-on-demand users had heard about Amazon Prime Video in the media, on social media, or in advertising over the past four weeks.

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Amazon Prime Video brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

932 respondents

Age group

18-64 years

Special properties

respondents who use video-on-demand

Method of interview

Online survey

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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