A data profile of the people who buy, follow and care about Schlager music in Austria — modelled from more than twelve digital signal sources. Schlager music has an estimated audience of 1,115,300 people in Austria.
The average Schlager music fan in Austria is 43.8 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Styria, Lower Austria.
Top brand affinities include Melissa Naschenweng, Andy Borg, Roland Kaiser, with strongest over-indexing on Melissa Naschenweng (3.67× the country average).
Demographically, the Schlager music audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Mindfulness, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Schlager music fan in Austria is more female, around 43.8 years old, with strong Mindfulness tendencies and a notable affinity for Melissa Naschenweng.
The key figures that characterise the Schlager music profile in Austria.
60.5% are female, 39.5% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 43.8 |
| Estimated audience size | 1,115,300 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Schlager music audience comes from Austria.
| Country | Share |
|---|---|
| Germany | 54.1% |
| Austria | 6.6% |
| United States | 6.4% |
Where the Schlager music audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Styria | ~200K | 1.55× | |
| 02 | Lower Austria | ~200K | 1.09× | |
| 03 | Burgenland | ~30K | 1.06× | |
| 04 | Vienna | ~200K | 1.05× | |
| 05 | Upper Austria | ~100K | 1.01× | |
| 06 | Carinthia (state) | ~60K | 0.98× | |
| 07 | Vorarlberg | ~30K | 0.80× | |
| 08 | Tyrol | ~60K | 0.78× | |
| 09 | Salzburg | ~60K | 0.77× |
The strongest cross-interests of the Schlager music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nik P. | Music & Radio | 4.79× | ||
| 02 | Roland Kaiser | Music & Radio | 4.48× | ||
| 03 | Florian Silbereisen | Music & Radio | 4.42× | ||
| 04 | Andy Borg | Music & Radio | 4.12× | ||
| 05 | Beatrice Egli | Music & Radio | 4.08× | ||
| 06 | Kerstin Ott | Music & Radio | 3.97× | ||
| 07 | Hansi Hinterseer | Music & Radio | 3.79× | ||
| 08 | Andrea Berg | Music & Radio | 3.76× | ||
| 09 | DJ Ötzi | Music & Radio | 3.68× | ||
| 10 | Melissa Naschenweng | Music & Radio | 3.67× | ||
| 11 | Vanessa Mai | Music & Radio | 3.63× | ||
| 12 | Michelle | Music & Radio | 3.39× | ||
| 13 | Storm of Love | Movies & TV | 2.68× | ||
| 14 | Freddy Quinn | Music & Radio | 2.64× | ||
| 15 | Peter Kraus | Movies & TV | 2.59× | ||
| 16 | Helene Fischer | Music & Radio | 2.26× | ||
| 17 | Pop music | Music & Radio | 2.06× | ||
| 18 | Munich | Travel & Leisure | 1.78× | ||
| 19 | Salzburg | Travel & Leisure | 1.72× | ||
| 20 | Victoria Swarovski | Internet & Social Media | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.51× | |
| Early Adopter Mentality | POWER | 1.36× | |
| Price Sensitivity | PREMIUM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.62× | |
| Design Affinity | PREMIUM | 0.67× | |
| Healthy Lifestyle | BALANCE | 0.76× |
Schlager music has an estimated audience of 1,115,300 people in Austria, concentrated in Vienna and Styria.
60.5% of Schlager music fans are female, 39.5% are male, with an average age of 43.8 years.
Schlager music fans show strongest brand affinity for Melissa Naschenweng (3.67×), Andy Borg (4.12×), and Roland Kaiser (4.48×) over the country average.
Schlager music fans in Austria are most concentrated in Vienna (reach ~200K), Styria (reach ~200K), and Lower Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Schlager music itself, the audience over-indexes on Andy Borg (4.12×), Roland Kaiser (4.48×), Storm of Love (2.68×), and Florian Silbereisen (4.42×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Schlager music. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Austria. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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