Case Study: Amazon Prime Video gains cross-market insight into teen viewing journeys with Greenbook’s MindMarket

Amazon Prime Video studies 30 families across 3 countries with Greenbook

Amazon Prime Video faced the challenge of understanding the contextual entertainment journeys of teenagers and their parents across the US, Germany, and Japan. They needed to move beyond dashboard metrics to learn why users chose certain platforms, how they discovered content, and what role family dynamics played. To achieve this, they engaged vendor Greenbook and its service provider, MindMarket, to conduct a multi-market ethnographic study.

MindMarket designed and executed a simultaneous in-home ethnography study with 30 families across the three countries. The solution involved paired interviews with teens and parents in their homes to uncover the full entertainment journey. The study provided Amazon Prime Video with a single, coordinated picture of user behavior, explaining cultural differences between markets. This deep contextual understanding informed the future design of content, discovery, and family features for younger audiences.

Amazon Prime Video