A data profile of the people who buy, follow and care about Amazon Prime Video in Italy — modelled from more than twelve digital signal sources. Amazon Prime Video has an estimated audience of 5,922,786 people in Italy.
Amazon Prime Video has an estimated audience of 5,922,786 people in Italy. 43.3% are female, 56.7% are male, average age 40.7. Top brand affinities: RaiPlay, Amazon Instant Video, Netflix, Wikipedia, Superman.
Top brand affinities include RaiPlay, Amazon Instant Video, Netflix, with strongest over-indexing on RaiPlay (4.54× the country average).
Demographically, the Amazon Prime Video audience skews more male with an average age of 40.7, and over-indexes on personality traits such as Convenience Orientation, Early Adopter Mentality.
The typical Amazon Prime Video fan in Italy is more male, around 40.7 years old, with strong Convenience Orientation tendencies and a notable affinity for RaiPlay.
The key figures that characterise the Amazon Prime Video profile in Italy.
43.3% are female, 56.7% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 43.3% |
| Male | 56.7% |
| Average age | 40.7 |
| Estimated audience size | 5,922,786 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 25% |
of the worldwide Amazon Prime Video audience comes from Italy.
| Country | Share |
|---|---|
| United States | 25.2% |
| Italy | 11.3% |
| Spain | 9.6% |
The strongest cross-interests of the Amazon Prime Video audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Amazon Instant Video | Movies & TV | 24.39× | ||
| 02 | RaiPlay | Movies & TV | 4.54× | ||
| 03 | Mission: Impossible | Movies & TV | 2.75× | ||
| 04 | True Detective | Movies & TV | 2.65× | ||
| 05 | Anne Hathaway | Movies & TV | 1.91× | ||
| 06 | Board games | Games | 1.85× | ||
| 07 | UCI Cinemas | Movies & TV | 1.79× | ||
| 08 | Apple TV | Movies & TV | 1.77× | ||
| 09 | Broadcasting of sports events | Movies & TV | 1.74× | ||
| 10 | Wikipedia | Internet & Social Media | 1.72× | ||
| 11 | Satire | Literature | 1.65× | ||
| 12 | Netflix | Movies & TV | 1.64× | ||
| 13 | Superman | Movies & TV | 1.64× | ||
| 14 | Sophia Loren | Movies & TV | 1.62× | ||
| 15 | Margot Robbie | Movies & TV | 1.62× | ||
| 16 | Tesla Motors | Cars & Mobility | 1.57× | ||
| 17 | Diane Keaton | Movies & TV | 1.55× | ||
| 18 | Mediaset | Technology & Electronics | 1.53× | ||
| 19 | Batman | Movies & TV | 1.51× | ||
| 20 | The Big Bang Theory | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.18× | |
| Early Adopter Mentality | POWER | 1.17× | |
| Urban Lifestyle | OPEN | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.79× | |
| Tradition | CONSERVATISM | 0.83× | |
| Family Orientation | CONSERVATISM | 0.84× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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