Market Insight

Amazon product ecosystem leads to higher Prime Video affinity and service ratings

August 28, 2018  | Subscribers Only

Fateha Begum Fateha Begum Associate Director, Connected Devices & Media Consumption

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  • More than one in five US households have at least one Amazon device, including Kindle, Echo and Fire TV.
  • More than two-thirds of Fire TV owners were subscribed to Amazon Prime Video in the US in the first quarter of 2018 – a higher penetration than for any other connected streaming device.
  • Fire TV owners are more likely to select Prime Video as the “best video service for content on the go” and “flexibility of viewing.” More than 25 percent of Prime Video subscribers believe Amazon provides the largest content catalog.
  • On average, US households with a Fire TV and an Echo device are more likely to engage with the Amazon Alexa digital assistant. They are also twice as likely to turn to Prime Video first when looking for video content to watch.

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