It's all anecdotal on my end to, but video seems to be the biggest sticking point in my circle of people. I don't really keep Prime for free shipping, especially when you can still get free shipping on $25+ orders, and their performance during covid has made it even less appealing.

I keep Prime for Video mostly (kids titles), but We use the free Prime music (not unlimited) quite a bit.

I recently discovered Prime books with kids titles which end up being convenient for car rides or times when carrying many books is inconvenient, but libraries have plenty of assortment for kids ebooks these days so that's not really a selling point.