Rascasse Audience Intelligence

HBO Audience Demographics in United States

HBO has an estimated audience of 46.9M people in United States.

#1among Pay TV in United States
#8among TV channels in United States#37in Movies & TV

The average HBO fan in United States is 40.0 years old, balanced, and lives primarily in California.

By number of fans, HBO ranks #1 among the 12 objects in Pay TV in United States — 1,938.3× the group median.

Its fans are 3.0 years older than the group average of 37.0.

Women make up 51.1% of the fan base, 4.0 percentage points more than the group average.

Compared with the other 11 objects in Pay TV, HBO fans stand out for their interest in Matthew Rhys, Ana de Armas and The White Lotus.

Most fans live in California, New York, Texas.

Top affinities include Matthew Rhys, Ana de Armas, The White Lotus, with strongest over-indexing on Matthew Rhys (5.07× the country average).

Demographically, the HBO audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Pet Ownership, Early Adopter Mentality.

The typical HBO fan in United States is balanced, around 40.0 years old, with strong Pet Ownership tendencies and a notable affinity for Matthew Rhys.

Category: Movies & TV · Type: TV Channel · Subtype: Pay TV

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
46.9M
in United States
Gender
51.1%♀
48.9% male
Age
40.0
average years
Country rank
#443
among all objects in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of HBO

51.1% are female, 48.9% are male, average age 40.0.

Fig. 02

Gender split

51.1%
Female
48.9%
Male
Demographic split for HBO audience in United States
MetricValue
Female51.1%
Male48.9%
Average age40.0
Estimated audience size46.9M
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the HBO audience in United States
Age bracketShare%
16-2418%
25-3421%
35-4421%
45-5420%
55+20%
Fig. 04

Worldwide distribution

69.8%

of the worldwide HBO audience comes from United States.

Worldwide audience distribution share by country for HBO
CountryShare
United States69.8%
Spain3.1%
Brazil2.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

HBO fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~200K1.79×
02Washington, District of Columbia~100K1.52×
03Oregon~900K1.47×
04Maine~300K1.45×
05Massachusetts~1.5M1.35×
06Colorado~1M1.35×
07Rhode Island~200K1.32×
08New York~3.5M1.31×
09Alaska~100K1.31×
10Washington~1.5M1.26×
11California~7M1.25×
12Montana~200K1.21×
13Utah~500K1.15×
14Connecticut~600K1.11×
15Arizona~1M1.08×
16New Hampshire~200K1.08×
17Illinois~2M1.05×
18Hawaii~200K1.04×
19Minnesota~800K1.03×
20New Mexico~300K1.02×
21Idaho~300K0.97×
22Texas~3M0.95×
23Virginia~1M0.95×
24New Jersey~1M0.92×
25Missouri~800K0.92×
26Kansas~400K0.92×
27Maryland~800K0.91×
28Oklahoma~500K0.90×
29Pennsylvania~1.5M0.89×
30Wisconsin~700K0.88×
31North Dakota~90K0.87×
32Kentucky~500K0.86×
33Michigan~1M0.85×
34Florida~2.5M0.84×
35North Carolina~1.5M0.84×
36Ohio~1.5M0.83×
37Nevada~400K0.83×
38Arkansas~300K0.83×
39Tennessee~800K0.82×
40Nebraska~200K0.82×
41Indiana~800K0.80×
42Louisiana~500K0.80×
43Georgia~1M0.79×
44Iowa~300K0.78×
45West Virginia~200K0.78×
46Alabama~500K0.73×
47Delaware~100K0.73×
48South Dakota~90K0.72×
49South Carolina~500K0.71×
50Mississippi~300K0.63×
Fig. 06

Affinity by region

Affinity by region — HBO, United States
0.63×1.00×1.79×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the HBO audience vs. the country average
#·InterestCategoryAffinity×
01Matthew RhysMovies & TV5.07×
02Ana de ArmasMovies & TV2.55×
03The White LotusMovies & TV2.17×
04True DetectiveMovies & TV2.15×
05Google NewsNews2.04×
06Millie Bobby BrownMovies & TV1.99×
07Sydney SweeneyMovies & TV1.92×
08HBO MAXMovies & TV1.92×
09SuccessionMovies & TV1.92×
10Game of ThronesMovies & TV1.91×
11Savannah GuthrieMovies & TV1.90×
12Internet celebrityInternet & Social Media1.85×
13PeacemakerMovies & TV1.81×
14LabCorpHealth1.80×
15A Knight of the Seven KingdomsMovies & TV1.71×
16Stranger ThingsMovies & TV1.70×
17Scooby-DooMovies & TV1.67×
18Google DriveTechnology & Electronics1.56×
19SupermanMovies & TV1.55×
20Walt Disney WorldTravel & Leisure1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the HBO audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the HBO audience vs. the country average · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.18×
Early Adopter MentalityPOWER1.13×
Need for SecurityCONSERVATISM1.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the HBO audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.84×
Community OrientationOPEN0.88×
Risk AppetiteTHRILL0.88×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in HBO over the last 12 months. Modelled, not counted; people interested in several tv channels count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/hbo-10619” · Methodology