AGE

• According to a news article from France24, Dickinson's target audience is teens and young adults. Since young adults can be identified as people aged 18-26, the target demographic (including teens) of this TV show can be considered to be in the range of 13-26.
• Anna Baryshnikov, who plays Dickinson's sister Lavinia had said that the show is "an incredibly contemporary story for young people because it's about a young queer poet wondering if there's space for her in the world."

GENDER

• Hailee Steinfeld, an executive producer of Dickinson, has stated that while the show has something for everyone and appeals to all ages, she hopes that young women in particular will relate to the story.

EDUCATION

• Official demographics on the education level of Dickinson viewers are not available. However, an article from Primetimer written by a TV critic made the following statement about the show: "If you’re a certain college major of a certain gender, it probably caught your eye, too." This indicates that the show appeals to college educated viewers.

MARITAL STATUS

• While there is insufficient information available on the marital status of the show's audience, a review article states that Dickinson appeals to the modern viewer who "wants an education, doesn’t want to get married, and thus checks off all the boxes that make a period heroine a typical fan favorite," implying that the targeted viewer is unlikely to be married.

RACE

• Racial demographics of Dickinson viewers are not available. However, a reviewer that writes for the Claremont Graduate University poetry blog has stated that "the show has costumed Emily Dickinson to be an icon of contemporary white, female liberation." This shows that the show is likely targeted at viewers from a similar racial background (i.e white).

Introduction

Habits & Hobbies

• Given the core focus of the shows content is around challenges of being a woman in the 1800s, one could hypothesize that the show appeals more to women and feminist male viewers.
•  Feminists are more likely to be activists who are highly involved in political activities.
• The show also focuses on edgy, potentially controversial topics, such as death, morality, and sex, so one can theorize that viewers would be more liberal leaning (vs. conservative).
•  One study shows that liberal viewers tend to be more social as a whole than conservative viewers, and more likely to choose media and hobbies based on peer influence, with a tendency to "follow the wandering gaze of others more often".
• The show also has a heavy focus on quality music production, so its likely that viewers are either musically inclined or highly value music selections.
•  Apple TV users tend to value advanced features and capabilities, so it's also likely viewers of the show are also similarly tech inclined and early adopters of new devices.

Spending

• Because the show is on Apple TV+, its viewers are likely to mirror the high income of Apple TV device owners.
• Based on the topic matter, as well as review data, viewers are most likely to be millennial age, with this age group most likely to spend money on comfort and convenience than other age groups.
• Millennial viewers spend less on cable TV and more on streaming entertainment than older generations.
• They also are more likely to spend a large portion of their income on nonessential purchases such as dining, entertainment, luxury items, and vacations.
• Feminist viewers of the show are less likely to be consumerist, with feminist values often at odds with capitalist values.
• However feminist consumers do spend money on products and services they believe contribute to a more equitable world.  

Values

•  A survey by Apple shows the values that those who own Apple TV devices are likely to include a sense of achievement and belonging, self-expression, and recreation.
• They tend to be more determined and ambitious than non device owners.
• They are described as 'aspirers, succeeders, and explorers'.
• Similarly, based on the show's content, personal freedom and aspirations are likely key values, as the main character's journey expresses these.

• Viewers are also likely to relate to feminist values of empowerment, cooperation, justice, and fairness.

• Given the show also features a romantic relationship between two women, it is also likely to appeal to the LGBTQ groups, with key values in this demographic including equality and authenticity.

Research Strategy