Survey: Paramount+ Customers Likely to Be Less Affluent than Prime Video, Peacock Users; HBO Max Most Likely Male
Does income level dictate which streaming service a user will buy? Not necessarily, but it can be a helpful predictor, according to a new survey from brand and market researcher Helixa.
Helixa’s data found that Paramount+ was more likely than any other streamer mentioned in the survey to be used by those with household incomes between $40,000-$100,000 per year. The data also shows that Paramount+ users were more evenly split into gender groups, with 55.74% of its users identifying as male. Perhaps most importantly, the Helixa survey found that Paramount+ users were most likely to be in the 25-49 age range, an age group highly coveted by media companies because of its members’ purchasing power.
The data confirms Paramount+’s status as a “streamer of the people.” Its low starting price point of $4.99 per month makes it accessible to users at many different income levels, and its content library offers broad appeal across many demographic sectors, from shows like “RuPaul's Drag Race” and “The Good Fight” to action-packed movies and series like “Halo” and “Top Gun: Maverick.”
This demographic data is likely great news for Paramount Global executives. In September 2022, CEO Bob Bakish cited the company's broad appeal as a big reason why Paramount+ was able to secure a deal to be offered as part of the Walmart+ membership.
“[Walmart CEO Doug McMilon’s] point of view was we were like them because you look at our content, our popular content, we’re not a coastal company,” Bakish said. “We didn’t win a lot of Emmys. We entertain the
masses.”
Paramount+’s broad appeal is definitely good news for the company as it prepares to launch a newly rebranded Paramount+ With SHOWTIME product.
Helixa’s data also shows how other streamers are faring in the demographics breakdown. Prime Video was more likely to have an older, more affluent audience, which is partially explained by the fact that so many of its users have access to the streamer via the pricier Amazon Prime subscription.
Interestingly, the survey also found that Peacock users tended to be more affluent than users on other streamers, as 30.71% of its subscriber base made more than $100K per year. This perhaps could be tied to the fact that Comcast cable and internet subscribers receive the ad-supported Premium tier of the streamer for free.
It would be fascinating to see a breakdown from Peacock regarding how many of its 20 million paid subscribers are on each of its subscription tiers, but sadly its parent company Comcast does not release breakdowns that specific.
Check out a full demographics breakdown of each streaming service mentioned in Helixa’s survey:
Prime Video | HBO Max | Peacock | Paramount+ | |
---|---|---|---|---|
% of Viewers Identifying as Male | 52.87% | 63.03% | 57.41% | 55.74% |
Predominant Age Range | 45+ (67.14%) | 25-49 (48.66%) | 25-49 (43.27%) | 25-49 (41.29%) |
Predominant Income Level | $100,000+ (30.97%) | $40K-100K (41.4%) | $100,000+ (30.71%) | $40K-100K (41.29%) |
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Max
Max is a subscription video streaming service that gives access to the full HBO library, along with exclusive Max Originals. There are hubs for content from TLC, HGTV, Food Network, Discovery, TCM, Cartoon Network, Travel Channel, ID, and more. Watch hit series like “The Last of Us,” “House of the Dragon,” “Succession,” “Curb Your Enthusiasm,” and more. Thanks to the B/R Sports add-on, users can watch NBA, MLB, NHL, March Madness, and NASCAR events.
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Peacock
Peacock is a subscription video streaming service from NBCUniversal that includes original shows, blockbuster movies, and classic television series. Peacock is home to “Yellowstone,” and “The Office,” as well as original hits like “Poker Face” and “Bel-Air.” You can also watch live sports including NFL, MLB, WWE, Olympics, Premier League, NASCAR, French Open, College Football and Basketball, and PGA Tour. Premium Plus subscribers can stream their local NBC feed in all 210 markets.
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Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr. and more. The lineup includes “1883,” “Tulsa King,” “Star Trek: Discovery,” Nickelodeon’s “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.
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Amazon Prime Video
Amazon Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Amazon Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.