At Wingard, we love digging into media habits to help our clients make smarter marketing decisions. Thanks to our Winsights toolbox, our team can analyze cable and streaming usage down to the Census block group level. But zoom out just a bit, and some fascinating patterns emerge between Duval, Clay, and St. Johns counties—patterns that reveal not just what people watch, but how they live, work, and spend their leisure time.
Here's what we're seeing, why it matters for your brand, and how you can leverage these insights for maximum impact.
Rumors of cable's demise may be a bit premature, especially in our region. In St. Johns County, 34% of households still pay for cable, edging out Duval at 30% and Clay at 29%. That's not exactly what we'd call cutting the cord!
Traditional TV advertising isn't obsolete. It's selective. In higher-income zip codes, particularly in St. Johns County, cable placements can still deliver significant ROI. The key is understanding that today's cable viewers are often dual-screening, creating opportunities for integrated digital campaigns that complement traditional spots.
About 60% of households across all three counties subscribe to Netflix, making it the undisputed streaming champion. However, the real story lies in the secondary subscriptions that reveal deeper demographic insights.
St. Johns shows a noticeable bump in Prime Video subscriptions (45%), likely tied to higher household incomes and more frequent Amazon shopping. This correlation suggests that Prime Video subscribers in this area are accessing the service as part of broader Amazon ecosystem engagement. Meaning they're likely receptive to Amazon's advertising opportunities and more comfortable with e-commerce integration.
Peacock might not be the biggest streamer in town, but at around 16% usage across all three counties, it's quietly building a dedicated audience. This represents an opportunity for brands to:
ESPN+ usage tells a compelling story: 7.9% in St. Johns, 7.5% in Clay, and 6.9% in Duval. While these numbers might seem modest, they represent highly engaged audiences with specific interests.
The Streaming Sports Opportunity: Sports streaming audiences represent some of the most engaged viewers available. They're actively seeking content, willing to pay for access, and often consume sports-adjacent content, like podcasts, analysis shows, and social media discussions. For brands, this means:
The audio landscape reveals fascinating lifestyle patterns that smart marketers can make use of.
Higher Spotify usage in Duval reflects:
St. Johns County's preference for podcasts and audiobooks suggests:
The relationship between household income and media consumption in our region reveals strategic opportunities.
Understanding local media consumption isn't just about knowing what people watch. It's about understanding how they live, what they value, and where they're most receptive to your message. Whether you're planning your next media buy, rethinking your entire marketing strategy, or trying to understand how trends play out in Northeast Florida, our team can help you meet your audience where they are with messaging that matters.
The data tells a story, but the real value comes from translating those insights into campaigns that resonate, engage, and drive results. In a fragmented media landscape, success belongs to brands that understand not just what platforms people use, but why they use them and how that fits into their daily lives.
Ready to turn these insights into impact?
Let's chat about how we can build a media strategy that works as hard as you do.
Tapping into local events is just one piece of the puzzle. If you're ready to turn that inspiration into real results — whether it’s leveling up your Local SEO, launching a new campaign, or giving your brand a creative refresh — Wingard is here to help. We understand Jacksonville, and we know how to help your business thrive here. Let’s make something great, together!
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