A data profile of the people who buy, follow and care about Premier League in Australia — modelled from more than twelve digital signal sources. Premier League has an estimated audience of 2,969,145 people in Australia.
The average Premier League fan in Australia is 38.3 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 FIFA World Cup 2026, FIFA World Cup, Manchester United F.C., with strongest over-indexing on FIFA World Cup 2026 (2.29× the country average).
Demographically, the Premier League audience skews more male with an average age of 38.3, and over-indexes on personality traits such as Risk Appetite, 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 Premier League fan in Australia is more male, around 38.3 years old, with strong Risk Appetite tendencies and a notable affinity for FIFA World Cup 2026.
The key figures that characterise the Premier League profile in Australia.
25.3% are female, 74.7% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 25.3% |
| Male | 74.7% |
| Average age | 38.3 |
| Estimated audience size | 2,969,145 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 18% | |
| 50+ | 20% |
of the worldwide Premier League audience comes from Australia.
| Country | Share |
|---|---|
| United Kingdom | 9.7% |
| United States | 7.3% |
| Brazil | 5.9% |
Where the Premier League audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Western Australia | ~400K | 1.25× | |
| 02 | New South Wales | ~1M | 1.16× | |
| 03 | South Australia | ~300K | 1.13× | |
| 04 | Victoria | ~900K | 1.02× | |
| 05 | Australian Capital Territory | ~60K | 0.97× | |
| 06 | Northern Territory | ~20K | 0.87× | |
| 07 | Queensland | ~600K | 0.86× | |
| 08 | Tasmania | ~50K | 0.74× |
The strongest cross-interests of the Premier League audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Arsenal F.C. | Sports | 3.55× | ||
| 02 | Bundesliga | Sports | 3.35× | ||
| 03 | Manchester United F.C. | Sports | 3.33× | ||
| 04 | Manchester City F.C. | Sports | 3.22× | ||
| 05 | UEFA Europa League | Sports | 3.20× | ||
| 06 | FC Bayern Munich | Sports | 3.11× | ||
| 07 | Liverpool F.C. | Sports | 2.93× | ||
| 08 | Chelsea F.C. | Sports | 2.92× | ||
| 09 | UEFA Champions League | Sports | 2.86× | ||
| 10 | A-League | Sports | 2.66× | ||
| 11 | Real Madrid C.F. | Sports | 2.57× | ||
| 12 | NBA playoffs | Sports | 2.42× | ||
| 13 | FIFA World Cup | Sports | 2.38× | ||
| 14 | NBA Finals | Sports | 2.37× | ||
| 15 | FIFA World Cup 2026 | Sports | 2.29× | ||
| 16 | Discord | Internet & Social Media | 2.09× | ||
| 17 | FC Barcelona | Sports | 2.06× | ||
| 18 | Sports betting | Games | 1.92× | ||
| 19 | Team sport | Sports | 1.65× | ||
| 20 | Communication design | Business & Career | 1.64× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.07× | |
| Social Media Usage | JOY | 1.06× | |
| Early Adopter Mentality | POWER | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.62× | |
| Quality Awareness | PREMIUM | 0.65× | |
| Price Sensitivity | PREMIUM | 0.70× |
Premier League has an estimated audience of 2,969,145 people in Australia, concentrated in New South Wales and Victoria.
25.3% of Premier League fans are female, 74.7% are male, with an average age of 38.3 years.
Premier League fans show strongest brand affinity for FIFA World Cup 2026 (2.29×), FIFA World Cup (2.38×), and Manchester United F.C. (3.33×) over the country average.
Premier League fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~900K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Premier League itself, the audience over-indexes on FIFA World Cup (2.38×), Manchester United F.C. (3.33×), UEFA Champions League (2.86×), and Team sport (1.65×) 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 Premier 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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