80% of the 34 million people who use Amazon Fire TV devices are Prime members.
A recent pitch deck by Amazon, which is building its OTT advertising business, is playing up its prime members to prospective advertisers. This piece says that the rise of premium, ad-free video services has marketers worried that they won’t reach high-income consumers.
An eMarketer report used by the company in the pitch says that Fire TV owners are more likely to have a household income of more than $100,000. Amazon claims that 69% of its fire TV users are, and while 66% is between 25 to 54 years old.
A Consumer Intelligence Research report says that 62% of Amazon shoppers use Amazon Prime. Members of Amazon prime also have access to benefits like two-day delivery and access to ad-free original video programming deals.
[3 minute read]