Rascasse Audience Intelligence

Amazon Prime Video Audience Demographics in United States

Amazon Prime Video has an estimated audience of 13.1M people in United States.

#13among TV / music streaming in United States#38among TV channels in United States#185in Movies & TV

The average Amazon Prime Video fan in United States is 34.7 years old, more male, and lives primarily in California.

By number of fans, Amazon Prime Video ranks #13 among the 75 objects in TV / music streaming in United States — 18.5× the group median.

Its fans are 2.3 years younger than the group average of 37.0.

Women make up 43.8% of the fan base, 6.2 percentage points fewer than the group average.

Compared with the other 74 objects in TV / music streaming, Amazon Prime Video fans stand out for their interest in Amazon Instant Video, Cain Velasquez and Modern Family.

Most fans live in California, New York, Texas.

Top affinities include Amazon Instant Video, Cain Velasquez, Tubi TV, with strongest over-indexing on Amazon Instant Video (20.61× the country average).

Demographically, the Amazon Prime Video audience skews more male with an average age of 34.7, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

The typical Amazon Prime Video fan in United States is more male, around 34.7 years old, with strong Indulgence tendencies and a notable affinity for Amazon Instant Video.

Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
13.1M
in United States
Gender
43.8%♀
56.2% male
Age
34.7
average years
Country rank
#2655
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of Amazon Prime Video

43.8% are female, 56.2% are male, average age 34.7.

Fig. 02

Gender split

43.8%
Female
56.2%
Male
Demographic split for Amazon Prime Video audience in United States
MetricValue
Female43.8%
Male56.2%
Average age34.7
Estimated audience size13.1M
Fig. 03

Age distribution

Ø 34.7
average years
Age distribution of the Amazon Prime Video audience in United States
Age bracketShare%
16-2437%
25-3418%
35-4416%
45-5415%
55+14%
Fig. 04

Worldwide distribution

27.5%

of the worldwide Amazon Prime Video audience comes from United States.

Worldwide audience distribution share by country for Amazon Prime Video
CountryShare
United States27.5%
Italy12.4%
Germany9.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Amazon Prime Video fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~40K1.52×
02Alaska~40K1.48×
03Montana~60K1.40×
04Maine~70K1.37×
05Utah~200K1.29×
06Idaho~90K1.27×
07Oregon~200K1.24×
08Hawaii~70K1.24×
09Massachusetts~300K1.21×
10New Hampshire~60K1.15×
11Washington~300K1.13×
12Colorado~300K1.13×
13Rhode Island~50K1.10×
14Connecticut~100K1.06×
15North Dakota~30K1.03×
16California~1.5M1.01×
17New York~800K0.98×
18New Mexico~80K0.98×
19Wisconsin~200K0.97×
20Minnesota~200K0.96×
21South Dakota~30K0.96×
22Iowa~100K0.95×
23Washington, District of Columbia~30K0.94×
24North Carolina~400K0.93×
25Kansas~100K0.93×
26Virginia~300K0.92×
27Oklahoma~100K0.92×
28Michigan~400K0.91×
29New Jersey~300K0.91×
30Nebraska~70K0.91×
31Pennsylvania~500K0.90×
32Missouri~200K0.90×
33Kentucky~200K0.90×
34Arizona~300K0.89×
35Maryland~200K0.89×
36Tennessee~200K0.88×
37Indiana~200K0.88×
38Arkansas~100K0.88×
39Alabama~200K0.87×
40Illinois~400K0.86×
41Mississippi~100K0.86×
42West Virginia~60K0.86×
43Ohio~400K0.85×
44South Carolina~200K0.85×
45Delaware~30K0.84×
46Texas~700K0.83×
47Louisiana~200K0.83×
48Georgia~300K0.79×
49Florida~700K0.78×
50Nevada~100K0.75×
Fig. 06

Affinity by region

Affinity by region — Amazon Prime Video, United States
0.75×1.00×1.52×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Amazon Prime Video audience vs. the country average
#·InterestCategoryAffinity×
01Amazon Instant VideoMovies & TV20.61×
02Cain VelasquezSports5.28×
03Tubi TVMovies & TV3.23×
04Modern FamilyMovies & TV2.65×
05Jon BernthalMovies & TV2.49×
06Baskin-RobbinsFood & Beverages2.43×
07True DetectiveMovies & TV2.40×
08Tony AwardArts & Culture1.99×
09Rotten TomatoesMovies & TV1.97×
10Anne HathawayMovies & TV1.88×
11Apple TVMovies & TV1.76×
12Us WeeklyInternet & Social Media1.72×
13Movie theaterMovies & TV1.69×
14FandomLiterature1.68×
15RokuMovies & TV1.64×
16Game of ThronesMovies & TV1.57×
17True crimeMovies & TV1.57×
18Mixed martial artsSports1.53×
19Diane KeatonMovies & TV1.52×
20Non-fiction booksLiterature1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Amazon Prime Video audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Amazon Prime Video audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.26×
Convenience OrientationPREMIUM1.20×
Early Adopter MentalityPOWER1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Amazon Prime Video audience vs. the country average · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.86×
Luxury OrientationPREMIUM0.89×
Pet OwnershipJOY0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

More TV / music streaming audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Amazon Prime Video over the last 12 months. Modelled, not counted; people interested in several tv channels count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/amazon-prime-video-10003167” · Methodology