A data profile of the people who buy, follow and care about Rugby league in Australia — modelled from more than twelve digital signal sources. Rugby league has an estimated audience of 7,256,148 people in Australia.
The average Rugby league fan in Australia is 40.7 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, Baby Bunting, Rugby World Cup, with strongest over-indexing on rugby (1.51× the country average).
Demographically, the Rugby league audience skews balanced with an average age of 40.7, and over-indexes on personality traits such as Sustainability, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Rugby league fan in Australia is balanced, around 40.7 years old, with strong Sustainability tendencies and a notable affinity for rugby.
The key figures that characterise the Rugby league profile in Australia.
48.0% are female, 52.0% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 40.7 |
| Estimated audience size | 7,256,148 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 25% |
of the worldwide Rugby league audience comes from Australia.
| Country | Share |
|---|---|
| United States | 34.3% |
| United Kingdom | 8.0% |
| Australia | 5.6% |
Where the Rugby league audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~3.5M | 2.05× | |
| 02 | New South Wales | ~4.5M | 1.77× | |
| 03 | Australian Capital Territory | ~200K | 1.17× | |
| 04 | Northern Territory | ~70K | 1.04× | |
| 05 | Western Australia | ~500K | 0.61× | |
| 06 | Tasmania | ~90K | 0.59× | |
| 07 | Victoria | ~1M | 0.48× | |
| 08 | South Australia | ~300K | 0.46× |
The strongest cross-interests of the Rugby league audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sabo Skirt | Fashion & Accessoires | 1.89× | ||
| 02 | Universal Store | Shopping | 1.84× | ||
| 03 | Rugby sevens | Sports | 1.69× | ||
| 04 | Ford Ranger | Cars & Mobility | 1.67× | ||
| 05 | Bras N Things | Shopping | 1.65× | ||
| 06 | Bec and Bridge | Fashion & Accessoires | 1.62× | ||
| 07 | Rugby World Cup | Sports | 1.59× | ||
| 08 | Grappling | Sports | 1.59× | ||
| 09 | Afrikaans | Politics & Society | 1.59× | ||
| 10 | Wests Tigers | Sports | 1.57× | ||
| 11 | Cotton On Kids | Shopping | 1.57× | ||
| 12 | South Sydney Rabbitohs | Sports | 1.56× | ||
| 13 | Conor McGregor | Sports | 1.55× | ||
| 14 | Baby Bunting | Kids & Family | 1.54× | ||
| 15 | Broadsheet Melbourne | Travel & Leisure | 1.53× | ||
| 16 | Cronulla-Sutherland Sharks | Sports | 1.53× | ||
| 17 | Super Rugby | Sports | 1.52× | ||
| 18 | rugby | Sports | 1.51× | ||
| 19 | Canberra Raiders | Sports | 1.51× | ||
| 20 | Super Bowl | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.94× | |
| Luxury Orientation | PREMIUM | 0.93× | |
| Pet Ownership | JOY | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.74× | |
| Tradition | CONSERVATISM | 0.75× | |
| Spirituality | BALANCE | 0.78× |
Rugby league has an estimated audience of 7,256,148 people in Australia, concentrated in New South Wales and Queensland.
48.0% of Rugby league fans are female, 52.0% are male, with an average age of 40.7 years.
Rugby league fans show strongest brand affinity for rugby (1.51×), Baby Bunting (1.54×), and Rugby World Cup (1.59×) over the country average.
Rugby league fans in Australia are most concentrated in New South Wales (reach ~4.5M), Queensland (reach ~3.5M), and Victoria (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Rugby league itself, the audience over-indexes on Baby Bunting (1.54×), Rugby World Cup (1.59×), Universal Store (1.84×), and Super Rugby (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 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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