A data profile of the people who buy, follow and care about NBA in Australia — modelled from more than twelve digital signal sources. NBA has an estimated audience of 6,277,975 people in Australia.
The average NBA fan in Australia is 36.5 years old, more male, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include NBA Finals, NBA playoffs, AFL Grand Final, with strongest over-indexing on NBA Finals (2.46× the country average).
Demographically, the NBA audience skews more male with an average age of 36.5, and over-indexes on personality traits such as Social Media Usage, Sports Activity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical NBA fan in Australia is more male, around 36.5 years old, with strong Social Media Usage tendencies and a notable affinity for NBA Finals.
The key figures that characterise the NBA profile in Australia.
33.1% are female, 66.9% are male, average age 36.5.
| Metric | Value |
|---|---|
| Female | 33.1% |
| Male | 66.9% |
| Average age | 36.5 |
| Estimated audience size | 6,277,975 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 17% | |
| 50+ | 16% |
of the worldwide NBA audience comes from Australia.
| Country | Share |
|---|---|
| United States | 30.5% |
| China | 5.6% |
| Philippines | 5.1% |
Where the NBA audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~2.5M | 1.31× | |
| 02 | South Australia | ~600K | 1.15× | |
| 03 | Western Australia | ~800K | 1.06× | |
| 04 | Australian Capital Territory | ~100K | 1.04× | |
| 05 | New South Wales | ~2.5M | 1.03× | |
| 06 | Queensland | ~1.5M | 0.85× | |
| 07 | Northern Territory | ~50K | 0.80× | |
| 08 | Tasmania | ~100K | 0.76× |
The strongest cross-interests of the NBA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | NBA playoffs | Sports | 2.53× | ||
| 02 | NBA Finals | Sports | 2.46× | ||
| 03 | LeBron James | Sports | 2.41× | ||
| 04 | Los Angeles Lakers | Sports | 2.37× | ||
| 05 | Chicago Bulls | Sports | 2.26× | ||
| 06 | Boston Celtics | Sports | 2.26× | ||
| 07 | Milwaukee Bucks | Sports | 2.23× | ||
| 08 | Melbourne Football Club | Sports | 1.76× | ||
| 09 | Carlton Football Club | Sports | 1.73× | ||
| 10 | Tour de France | Sports | 1.72× | ||
| 11 | Brisbane Lions | Sports | 1.70× | ||
| 12 | Fox Sports | Movies & TV | 1.69× | ||
| 13 | Hawthorn Football Club | Sports | 1.66× | ||
| 14 | Ladbrokes | Games | 1.65× | ||
| 15 | Golden State Warriors | Sports | 1.65× | ||
| 16 | AFL Grand Final | Sports | 1.60× | ||
| 17 | North Melbourne Football Club | Sports | 1.60× | ||
| 18 | Collingwood Football Club | Sports | 1.57× | ||
| 19 | Richmond Football Club | Sports | 1.57× | ||
| 20 | Sports betting | Games | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.01× | |
| Sports Activity | POWER | 0.99× | |
| Early Adopter Mentality | POWER | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.72× | |
| Quality Awareness | PREMIUM | 0.77× | |
| Mindfulness | BALANCE | 0.80× |
NBA has an estimated audience of 6,277,975 people in Australia, concentrated in Victoria and New South Wales.
33.1% of NBA fans are female, 66.9% are male, with an average age of 36.5 years.
NBA fans show strongest brand affinity for NBA Finals (2.46×), NBA playoffs (2.53×), and AFL Grand Final (1.6×) over the country average.
NBA fans in Australia are most concentrated in Victoria (reach ~2.5M), New South Wales (reach ~2.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond NBA itself, the audience over-indexes on NBA playoffs (2.53×), AFL Grand Final (1.6×), Los Angeles Lakers (2.37×), and LeBron James (2.41×) 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 NBA. 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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