A data profile of the people who buy, follow and care about National Rugby League in Australia — modelled from more than twelve digital signal sources. National Rugby League has an estimated audience of 9,759,792 people in Australia.
The average National Rugby League fan in Australia is 41.1 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Queensland, Victoria.
Top brand affinities include Rugby World Cup, Universal Store, Bec and Bridge, with strongest over-indexing on Rugby World Cup (1.54× the country average).
Demographically, the National Rugby League audience skews balanced with an average age of 41.1, and over-indexes on personality traits such as Sustainability, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical National Rugby League fan in Australia is balanced, around 41.1 years old, with strong Sustainability tendencies and a notable affinity for Rugby World Cup.
The key figures that characterise the National Rugby League profile in Australia.
46.3% are female, 53.7% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 46.3% |
| Male | 53.7% |
| Average age | 41.1 |
| Estimated audience size | 9,759,792 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 26% |
of the worldwide National Rugby League audience comes from Australia.
| Country | Share |
|---|---|
| Australia | 30.4% |
| United States | 13.8% |
| Papua New Guinea | 12.3% |
Where the National Rugby League audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~4.5M | 1.98× | |
| 02 | New South Wales | ~7M | 1.97× | |
| 03 | Australian Capital Territory | ~300K | 1.51× | |
| 04 | Northern Territory | ~90K | 0.95× | |
| 05 | Tasmania | ~90K | 0.45× | |
| 06 | Western Australia | ~500K | 0.40× | |
| 07 | Victoria | ~1M | 0.38× | |
| 08 | South Australia | ~300K | 0.35× |
The strongest cross-interests of the National Rugby League audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | MDC Camper Trailers and Offroad Caravans | Cars & Mobility | 1.67× | ||
| 02 | Universal Store | Shopping | 1.66× | ||
| 03 | Rugby sevens | Sports | 1.64× | ||
| 04 | Sabo Skirt | Fashion & Accessoires | 1.64× | ||
| 05 | Ford Ranger | Cars & Mobility | 1.61× | ||
| 06 | Welterweight (MMA) | Sports | 1.61× | ||
| 07 | Heavyweight (MMA) | Sports | 1.59× | ||
| 08 | Six Nations Championship | Sports | 1.59× | ||
| 09 | Paris Saint-Germain | Sports | 1.56× | ||
| 10 | Supermoto | Cars & Mobility | 1.56× | ||
| 11 | Rugby World Cup | Sports | 1.54× | ||
| 12 | Grappling | Sports | 1.54× | ||
| 13 | Bras N Things | Shopping | 1.53× | ||
| 14 | Cotton On Kids | Shopping | 1.53× | ||
| 15 | Wests Tigers | Sports | 1.52× | ||
| 16 | Coco Republic | Home & Garden | 1.52× | ||
| 17 | Bec and Bridge | Fashion & Accessoires | 1.51× | ||
| 18 | North Queensland Cowboys | Sports | 1.51× | ||
| 19 | Judo | Sports | 1.50× | ||
| 20 | Conor McGregor | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.95× | |
| DIY Mentality | THRILL | 0.93× | |
| Sports Activity | POWER | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.74× | |
| Tradition | CONSERVATISM | 0.76× | |
| Community Orientation | OPEN | 0.77× |
National Rugby League has an estimated audience of 9,759,792 people in Australia, concentrated in New South Wales and Queensland.
46.3% of National Rugby League fans are female, 53.7% are male, with an average age of 41.1 years.
National Rugby League fans show strongest brand affinity for Rugby World Cup (1.54×), Universal Store (1.66×), and Bec and Bridge (1.51×) over the country average.
National Rugby League fans in Australia are most concentrated in New South Wales (reach ~7M), Queensland (reach ~4.5M), and Victoria (reach ~1M). These three regions account for the largest share of the active audience.
Beyond National Rugby League itself, the audience over-indexes on Universal Store (1.66×), Bec and Bridge (1.51×), Grappling (1.54×), and Wests Tigers (1.52×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for National Rugby League. 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 Australia. 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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