A data profile of the people who buy, follow and care about Amazon Prime Video in United Kingdom — modelled from more than twelve digital signal sources. Amazon Prime Video has an estimated audience of 3,127,828 people in United Kingdom.
The average Amazon Prime Video fan in United Kingdom is 40.9 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Superman, True Detective, Reddit, with strongest over-indexing on Superman (1.69× the country average).
Demographically, the Amazon Prime Video audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Amazon Prime Video fan in United Kingdom is balanced, around 40.9 years old, with strong Patriotism tendencies and a notable affinity for Superman.
The key figures that characterise the Amazon Prime Video profile in United Kingdom.
45.4% are female, 54.6% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 45.4% |
| Male | 54.6% |
| Average age | 40.9 |
| Estimated audience size | 3,127,828 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 23% |
of the worldwide Amazon Prime Video audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 25.2% |
| Italy | 11.3% |
| Spain | 9.6% |
Where the Amazon Prime Video audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~300K | 1.29× | |
| 02 | South East | ~500K | 1.26× | |
| 03 | West Midlands | ~200K | 1.22× | |
| 04 | Scotland | ~300K | 1.14× | |
| 05 | Wales | ~200K | 1.08× | |
| 06 | North East | ~100K | 1.06× | |
| 07 | South West | ~300K | 1.00× | |
| 08 | England | ~2.5M | 0.98× | |
| 09 | East of England | ~300K | 0.91× | |
| 10 | Northern Ireland | ~80K | 0.80× | |
| 11 | East Midlands | ~200K | 0.79× | |
| 12 | North West | ~200K | 0.47× |
The strongest cross-interests of the Amazon Prime Video audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Roku | Movies & TV | 3.00× | ||
| 02 | True Detective | Movies & TV | 2.51× | ||
| 03 | Freddie Highmore | Movies & TV | 2.35× | ||
| 04 | Rotten Tomatoes | Movies & TV | 2.26× | ||
| 05 | Margot Robbie | Movies & TV | 2.14× | ||
| 06 | Michael B. Jordan | Movies & TV | 2.00× | ||
| 07 | Mission: Impossible | Movies & TV | 1.95× | ||
| 08 | Charlize Theron | Movies & TV | 1.92× | ||
| 09 | Sketch comedy | Movies & TV | 1.85× | ||
| 10 | Internet & Social Media | 1.83× | |||
| 11 | Anne Hathaway | Movies & TV | 1.71× | ||
| 12 | Superman | Movies & TV | 1.69× | ||
| 13 | Bruce Willis | Movies & TV | 1.67× | ||
| 14 | Movie theater | Movies & TV | 1.60× | ||
| 15 | Now TV | Movies & TV | 1.60× | ||
| 16 | Wikipedia | Internet & Social Media | 1.58× | ||
| 17 | Betfair | Games | 1.57× | ||
| 18 | Oliver Bonas | Fashion & Accessoires | 1.57× | ||
| 19 | Satire | Literature | 1.53× | ||
| 20 | Sky Go | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.26× | |
| Early Adopter Mentality | POWER | 1.22× | |
| Social Media Usage | JOY | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.78× | |
| Luxury Orientation | PREMIUM | 0.83× | |
| Pet Ownership | JOY | 0.84× |
Amazon Prime Video has an estimated audience of 3,127,828 people in United Kingdom, concentrated in England and South East.
45.4% of Amazon Prime Video fans are female, 54.6% are male, with an average age of 40.9 years.
Amazon Prime Video fans show strongest brand affinity for Superman (1.69×), True Detective (2.51×), and Reddit (1.83×) over the country average.
Amazon Prime Video fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~500K), and Yorkshire and the Humber (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Amazon Prime Video itself, the audience over-indexes on True Detective (2.51×), Reddit (1.83×), Wikipedia (1.58×), and Betfair (1.57×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Amazon Prime Video. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.