Audience Personas
Each segment profiled by demographics, psychographics, and behavioral intensity
Devout, loyal, deep-rooted in faith and community
21,398
Active
70+
Peak Age
Age Distribution
45-4910.78%
50-5413.39%
55-5914.42%
60-6415.70%
65-6915.20%
70+30.51%
$75,000–
Peak Income
Income Distribution
<$15K5.92%
$15-25K9.33%
$25-35K11.16%
$35-50K21.44%
$50-75K23.11%
$75-100K28.54%
$100K+0.50%
♀ 53.63%
TX → FL → GA
♂ 33.79%
26.4%
Churn Rate
7,667 cancelled of 29,065 total
Psychographic Intensity
View 4 Subsegments
▼
Audience Subsegments
Christian Theology Enthusiast
250K HH
1,213
Est. Active
5.7% of segment
1,648 total
|
26.4% churn
|
Religious Reading ∩ Religious Donor (overlap estimate)
Relig. Reading: 4,045 | Relig. Donor: 5,733 | Income $75K+: 6,214
High-income households with 100% faith score. Seeks historical and biblical accuracy in content. Deep engagement with theological programming.
Nostalgic Christian
5.8M HH
12,177
Est. Active
56.9% of segment
17,054 total
|
28.6% churn
|
Age 55+ (traditional values skew)
Age 55+: 12,177 | Christian Family: 4,618 | Relig Reading: 3,494
Disenchanted with 'woke' Hollywood. Prefers Hallmark-style resolutions and wholesome family programming. Cites Andy Griffith and Little House on the Prairie as gold standard.
Senior Devotee
1.8M HH
5,008
Est. Active
23.4% of segment
6,803 total
|
26.4% churn
|
Age 65+ loyal viewers (traditional biblical)
Age 65+: 4,512 | Relig. Donor: 3,890 | Retired: 3,105
Retired/semi-retired faith-focused viewers, 65+, loyal subscribers with heavy watch time. Prefer traditional biblical narratives and devotional content.
Student of Faith
1.2M HH
3,000
Est. Active
14.0% of segment
4,076 total
|
26.4% churn
|
Young adult learners (theology-curious)
Age 18-24: 1,680 | College: 2,010 | Book Buyer: 1,140
College-age or young adult learners, intellectually curious about theology. Seeks documentary-style faith content and academic explorations of scripture.
Family-centered, values-driven suburban women
32,111
Active
40-44
Peak Age
Age Distribution
18-242.14%
25-294.73%
30-349.43%
35-3915.04%
40-4419.88%
45-494.94%
50-545.91%
55-596.92%
60-648.00%
65-697.78%
70+15.22%
$75,000–
Peak Income
Income Distribution
<$15K8.46%
$15-25K13.47%
$25-35K13.97%
$35-50K20.91%
$50-75K20.46%
$75-100K22.08%
$100K+0.65%
♀ 71.85%
FL → CA → GA
♂ 16.22%
28.6%
Churn Rate
12,877 cancelled of 44,988 total
Psychographic Intensity
View 4 Subsegments
▼
Audience Subsegments
Newly Converted
800K HH
12,850
Est. Active
28.7% of segment
17,459 total
|
26.4% churn
|
Remainder (younger-in-segment seekers)
Age 45-54: 5,171 | Self-Motivation: 1,848
Young adults (18-35) seeking guidance and wholesome community. New to faith, looking for content that helps them grow spiritually without feeling preachy.
Rational Enthusiast
1.2M HH
4,104
Est. Active
9.2% of segment
5,747 total
|
28.6% churn
|
Younger cohort remainder (18-29)
Male: 5,209 | Age 18-29: 2,207 | Book Buyer: 1,022
Man of faith and science. Enjoys fantasy/sci-fi with moral substance. Wants high production value and intellectually stimulating content that doesn't compromise values.
Streaming Enthusiast
8.6M HH
15,830
Est. Active
35.4% of segment
22,170 total
|
28.6% churn
|
Prime content age 30-49
Age 30-49: 15,830 | TV: 1,462 | Movies: 2,135
Heavy content consumers who miss 'old-fashioned' uplifting shows. High streaming hours but frustrated with mainstream platform content quality and values.
Film Enthusiast
4.4M HH
11,941
Est. Active
26.7% of segment
16,654 total
|
28.3% churn
|
65% of male subscribers (entertainment-first)
Male: 18,371 | Movies: 1,412 | Core 45-54: 26,786
Movie buffs who want 'spectacle' without the 'wokeness.' Engage deeply with production quality, cinematography, and epic storytelling. High VCR on longer content.
Faith-adjacent viewers drawn by quality content
20,100
Active
40-44
Peak Age
Age Distribution
18-243.43%
25-299.00%
30-3418.70%
35-3930.05%
40-4438.81%
$35,000–
Peak Income
Income Distribution
<$15K9.43%
$15-25K15.50%
$25-35K16.97%
$35-50K20.56%
$50-75K17.78%
$75-100K19.03%
$100K+0.74%
♀ 46.14%
CA → MI → IL
♂ 32.93%
30.4%
Churn Rate
8,793 cancelled of 28,893 total
Psychographic Intensity
View 2 Subsegments
▼
Audience Subsegments
Spiritually Curious
6.2M HH
11,378
Est. Active
56.6% of segment
16,347 total
|
30.4% churn
|
Female + gender-unknown (spiritual-curious skew)
Female: 9,274 | Non-Christian Family: 18,352
Non-faith families drawn to spiritual themes without explicit religion. 'Oprah spiritual' mindset — interested in meaning, purpose, and uplift without denominational commitment.
Quality-First Viewer
4.8M HH
8,722
Est. Active
43.4% of segment
12,531 total
|
30.4% churn
|
Male-skewed remainder (content-driven entry)
Male: 6,618 | Movie interest: 844
Drawn by production quality and storytelling, not faith messaging. FOMO-driven — came for the tentpole content (HOD), stayed for the library. Values-aligned by accident.
Cross-generational households united by shared viewing
37,381
Active
50-54
Peak Age
Age Distribution
25-291.07%
30-341.72%
35-392.85%
40-444.33%
45-4935.65%
50-5436.00%
55-593.31%
60-643.43%
65-693.66%
70+7.97%
$75,000–
Peak Income
Income Distribution
<$15K5.77%
$15-25K9.78%
$25-35K10.38%
$35-50K15.70%
$50-75K15.67%
$75-100K18.22%
$100K+0.73%
$150-175K4.60%
$175-200K6.57%
$200-250K5.74%
$250K+6.72%
♀ 36.07%
CA → FL → IL
♂ 49.15%
28.3%
Churn Rate
14,761 cancelled of 52,142 total
Psychographic Intensity
View 5 Subsegments
▼
Audience Subsegments
Christian Music Enthusiast
1.4M HH
2,806
Est. Active
7.5% of segment
3,913 total
|
28.3% churn
|
Music-centered faith expression
Gospel: 1,684 | Worship Events: 1,122 | Contemporary Christian: 898
Music-centered faith expression. Values worship music content, concerts, gospel, and contemporary Christian music programming across generations.
Devout Christian Parent
1.1M HH
7,335
Est. Active
19.6% of segment
9,966 total
|
26.4% churn
|
Christian Family flag + Married w/ family overlap
Christian Family: 4,206 | Married: 13,147 | HH 4+: 9,924
Highly selective viewers who pre-screen content for children. Watches movies before kids to check for 'hidden messages.' Church-integrated media habits.
Family Oriented Viewer
4.4M HH
13,483
Est. Active
36.1% of segment
18,804 total
|
28.3% churn
|
Female subscribers (co-viewing/parenting driver)
Female: 13,483 | HH 4+: 15,100 | Young Adult HH: 3,281
Juggling busy schedules with co-viewing as a 'sacred ritual.' Active in social media parenting groups. Uses streaming as family bonding time across generations.
Family Man
2.2M HH
11,957
Est. Active
32.0% of segment
16,676 total
|
28.3% churn
|
Remainder (high-income provider archetype)
Income $100K+: 9,106 | Veteran: 1,198 | Military: 1,459
High income ($120K+) provider seeking strong male leads and heroic roles. Wants content that reinforces positive masculinity and family leadership values.
Morality & Ethic Advocate
900K HH
1,800
Est. Active
4.8% of segment
2,510 total
|
28.3% churn
|
Values-driven parent/professional
Parent: 1,260 | Professional: 1,044 | Ethical Content: 720
Values-driven parent/professional who seeks content exploring moral dilemmas, ethical storytelling, and character-driven narratives that spark family discussions.