A data profile of the people who buy, follow and care about NFL in Australia — modelled from more than twelve digital signal sources. NFL has an estimated audience of 5,087,550 people in Australia.
The average NFL fan in Australia is 37.0 years old, more male, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include National Rugby League, Super Rugby, NBA Finals, with strongest over-indexing on National Rugby League (1.52× the country average).
Demographically, the NFL audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Patriotism, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical NFL fan in Australia is more male, around 37.0 years old, with strong Patriotism tendencies and a notable affinity for National Rugby League.
The key figures that characterise the NFL profile in Australia.
39.0% are female, 61.0% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 39.0% |
| Male | 61.0% |
| Average age | 37.0 |
| Estimated audience size | 5,087,550 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 22% | |
| 30-39 | 18% | |
| 40-49 | 17% | |
| 50+ | 17% |
of the worldwide NFL audience comes from Australia.
| Country | Share |
|---|---|
| United States | 60.1% |
| Canada | 4.3% |
| China | 3.2% |
Where the NFL audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Australian Capital Territory | ~100K | 1.19× | |
| 02 | New South Wales | ~2M | 1.18× | |
| 03 | Victoria | ~2M | 1.16× | |
| 04 | Queensland | ~1.5M | 1.15× | |
| 05 | South Australia | ~500K | 1.14× | |
| 06 | Tasmania | ~90K | 0.79× | |
| 07 | Western Australia | ~500K | 0.77× | |
| 08 | Northern Territory | ~30K | 0.63× |
The strongest cross-interests of the NFL audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Canberra Raiders | Sports | 1.91× | ||
| 02 | Boston Celtics | Sports | 1.85× | ||
| 03 | NBA playoffs | Sports | 1.82× | ||
| 04 | Sydney Roosters | Sports | 1.82× | ||
| 05 | NBA Finals | Sports | 1.77× | ||
| 06 | CBS Sports | Movies & TV | 1.70× | ||
| 07 | Super Rugby | Sports | 1.67× | ||
| 08 | Milwaukee Bucks | Sports | 1.67× | ||
| 09 | New Zealand Warriors | Sports | 1.67× | ||
| 10 | Chicago Bulls | Sports | 1.60× | ||
| 11 | Unibet | Games | 1.60× | ||
| 12 | Fox Sports | Movies & TV | 1.59× | ||
| 13 | Wests Tigers | Sports | 1.57× | ||
| 14 | Cronulla-Sutherland Sharks | Sports | 1.57× | ||
| 15 | Los Angeles Lakers | Sports | 1.56× | ||
| 16 | North Queensland Cowboys | Sports | 1.55× | ||
| 17 | LeBron James | Sports | 1.54× | ||
| 18 | National Rugby League | Sports | 1.52× | ||
| 19 | Tour de France | Sports | 1.52× | ||
| 20 | Brisbane Broncos | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.10× | |
| Social Media Usage | JOY | 0.99× | |
| Sports Activity | POWER | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.77× | |
| Community Orientation | OPEN | 0.78× | |
| Design Affinity | PREMIUM | 0.82× |
NFL has an estimated audience of 5,087,550 people in Australia, concentrated in New South Wales and Victoria.
39.0% of NFL fans are female, 61.0% are male, with an average age of 37.0 years.
NFL fans show strongest brand affinity for National Rugby League (1.52×), Super Rugby (1.67×), and NBA Finals (1.77×) over the country average.
NFL fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~2M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond NFL itself, the audience over-indexes on Super Rugby (1.67×), NBA Finals (1.77×), NBA playoffs (1.82×), and Brisbane Broncos (1.5×) 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 NFL. 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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