The video landscape is changing. The percentage of households that have waved goodbye to linear cable has grown from one in five households in 2019 to one in three households in 2021, according to Comscore OTT Intelligence.

Perhaps some of these viewers have set their intentions on reading more books. Maybe they’ve really gotten into podcasts lately. It’s all possible. But one thing is certain: Video content is still very much a part of the average American’s life.

More and more of our everyday experiences and interactions have moved online, and watching our favorite TV shows and movies is no different. As of June 2021, there are 84 million households in the United States watching Internet-based streaming content—according to Comscore OTT Intelligence. This is an increase of 14.7 million homes since January 2020. This shift in how viewers consume video has made it more difficult than ever for advertisers to keep up with demands.

To better understand today’s viewers, Amazon Ads teamed up with Ipsos to survey 2,000 Americans between the ages 18-64, and sought to learn more about the different types of viewers who watch video content, the behaviors and beliefs that define them, and how advertisers can best reach them.

Through our research, we uncovered three distinct audience segments of modern video consumers based on how respondents reported that they engage with video content, brands and advertising. We call these audience segments social streamers, immersive explorers and video voyagers.

Let’s meet today’s modern video consumers.

Social streamers: Affluent, educated and seriously connected

Social streamers represent 28% of general consumers in the United States (who are defined as all adults between the ages of 18 and 64 who were surveyed) and 42% of Amazon connected video customers (respondents who reported watching ad-supported Amazon streaming TV content at least once per month) surveyed.

While social streamers are younger than general consumers on average, they are a highly educated and affluent group of video viewers. Of this group, 51% have attained a bachelor’s degree or higher (compared to 44% of general consumers), and they self-reported an average household income of $72,200 USD, $4,000 more than general consumers.

Social streamers like to keep up with the latest trends (31% vs. 17% of general consumers) and always want to be the first to try new products and services (28% vs. 14% of general consumers). They are nearly twice as likely as general consumers to consider themselves opinion leaders (28% vs. 15% of general consumers), and they are, accordingly, more than twice as likely to share their experiences on social media (26% vs. 12% of general consumers) and convince others to try new things as well (28% vs. 16% of general consumers).

Social streamers watch streaming video to stay up to date on the world around them and connect with others.

Members of this audience segment are big fans of music content, comedy-dramas, and action and adventure video content. Compared to immersive explorers, video voyagers, and general consumers, this audience segment is the most likely to watch livestreaming on a daily basis (23% vs. 9% of general consumers).

Immersive explorers: Viewers plugged into all things gaming and technology

Immersive explorers represent 16% of adult consumers in the United States and 32% of Amazon connected video customers surveyed.

More than two-thirds of immersive explorers are between the ages 18 and 34, making them a younger audience segment than social streamers and video voyagers, as well as the general consumers surveyed. They are also the most male-skewing (74% vs. 50% of general consumers) and the most likely to be full-time students (14% vs. 5% of general consumers).

Immersive explorers are an innovative and driven audience segment. They consider themselves to be open-minded, curious, and tech-savvy—making it no surprise that they are excited about technology and put a lot of energy into researching the products they intend to buy. This group is also more likely than general consumers to own gaming consoles (88% vs. 47%), smart TVs (71% vs. 60%), streaming devices (55% vs. 42%), desktop computers (53% vs. 44%) and smart home devices (42% vs. 34%).

Streaming services fuel immersive explorers’ sense of exploration by allowing them to discover new perspectives and cultures, in addition to unwinding at the end of a long day.

When it comes to streaming video, immersive explorers enjoy science fiction and fantasy, gaming content, action and adventure video content. Compared to the other audience segments we uncovered, this audience segment is the most highly concentrated with users of monthly subscription-based (92% vs. 81% of general consumers) and ad-supported streaming services (96% vs. 78% of general consumers).

Among the audience segments we uncovered, immersive explorers are the most likely to stream music, watch streaming video content and play video games daily.

Video voyagers: Video lovers seeking their next escape

Video voyagers represent 30% of adult consumers in the United States and 24% of Amazon connected video customers surveyed.

Video voyagers are both the most female-skewing (62% vs. 50% of general consumers) and the oldest audience segment we uncovered in our research, with 63% being over the age of 45 (compared to 41% of general consumers). These video viewers self-describe as responsible and respectful, and they are the most likely segment to have already checked off many of life’s important milestones. In fact, 12% have retired from the workforce (compared to 7% of general consumers) and nearly three-quarters currently have empty nests.

Video voyagers stream video on demand to unwind, escape and indulge themselves during their newfound free time.

While more and more consumers are turning to their smartphones and mobile devices to entertain themselves, video voyagers are more likely than social streamers, immersive explorers and general consumers to subscribe to cable (61% vs. 54% of general consumers), watch video in the living room (62% vs. 54% of general consumers) and subscribe to cable (61% vs. 54% of general consumers). That said, they do make use of subscription and ad-supporting video streaming services like most modern viewers. When the TV is on, video voyagers are likely watching a drama of some sort, whether it be a comedy-drama or a crime drama.

How to discover these audience segments

Amazon brings the best of today’s streaming video together to help advertisers meet viewers where they hit play. Read the full report to learn how social streamers, immersive explorers and video voyagers are reflected in Amazon’s ad-supported streaming video universe and what that means for brands and advertisers.