A data profile of the people who buy, follow and care about Hotmart in Brazil — modelled from more than twelve digital signal sources. Hotmart has an estimated audience of 12,599,285 people in Brazil.
The average Hotmart fan in Brazil is 38.8 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Therapy, PCI Concursos, Arezzo, with strongest over-indexing on Therapy (1.53× the country average).
Demographically, the Hotmart audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Healthy Lifestyle, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Hotmart fan in Brazil is more female, around 38.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Therapy.
The key figures that characterise the Hotmart profile in Brazil.
69.3% are female, 30.7% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 69.3% |
| Male | 30.7% |
| Average age | 38.8 |
| Estimated audience size | 12,599,285 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 24% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Hotmart audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 53.1% |
| United States | 7.3% |
| Colombia | 6.7% |
Where the Hotmart audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Federal District | ~300K | 1.28× | |
| 02 | Mato Grosso do Sul | ~200K | 1.14× | |
| 03 | Minas Gerais | ~1.5M | 1.13× | |
| 04 | Rondônia | ~100K | 1.12× | |
| 05 | Piauí | ~200K | 1.11× | |
| 06 | Acre | ~50K | 1.10× | |
| 07 | Roraima | ~40K | 1.10× | |
| 08 | Tocantins | ~90K | 1.04× | |
| 09 | Santa Catarina | ~600K | 1.03× | |
| 10 | Goiás | ~500K | 1.03× | |
| 11 | Rio Grande do Norte | ~200K | 1.01× | |
| 12 | Rio Grande do Sul | ~700K | 1.00× | |
| 13 | Maranhão | ~300K | 0.99× | |
| 14 | Espírito Santo | ~300K | 0.99× | |
| 15 | Mato Grosso | ~200K | 0.99× | |
| 16 | Rio de Janeiro | ~1M | 0.98× | |
| 17 | Pernambuco | ~600K | 0.98× | |
| 18 | Ceará | ~500K | 0.98× | |
| 19 | Alagoas | ~200K | 0.98× | |
| 20 | Sergipe | ~100K | 0.97× | |
| 21 | Paraíba | ~200K | 0.95× | |
| 22 | Bahia | ~700K | 0.88× | |
| 23 | Pará | ~400K | 0.87× | |
| 24 | São Paulo | ~3M | 0.86× | |
| 25 | Paraná | ~700K | 0.86× | |
| 26 | Amapá | ~40K | 0.83× | |
| 27 | Amazonas | ~200K | 0.76× |
The strongest cross-interests of the Hotmart audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | PCI Concursos | Shopping | 1.72× | ||
| 02 | mulheres | Movies & TV | 1.69× | ||
| 03 | Child development | Business & Career | 1.69× | ||
| 04 | Manicure & Pedicure | Beauty & Wellness | 1.69× | ||
| 05 | Moda Feminina | Fashion & Accessoires | 1.66× | ||
| 06 | Cupcake | Food & Beverages | 1.64× | ||
| 07 | zap imóveis | Travel & Leisure | 1.62× | ||
| 08 | Tooth | Health | 1.60× | ||
| 09 | Chocolate cake | Food & Beverages | 1.60× | ||
| 10 | JusBrasil | Internet & Social Media | 1.59× | ||
| 11 | Fruit | Food & Beverages | 1.56× | ||
| 12 | Knitting | Home & Garden | 1.54× | ||
| 13 | Lojas Americanas | Shopping | 1.54× | ||
| 14 | Therapy | Health | 1.53× | ||
| 15 | Arezzo | Travel & Leisure | 1.53× | ||
| 16 | Eyebrow | Beauty & Wellness | 1.53× | ||
| 17 | Self-awareness | Health | 1.52× | ||
| 18 | Music download | Technology & Electronics | 1.51× | ||
| 19 | Riachuelo | Shopping | 1.51× | ||
| 20 | Pedagogy | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.17× | |
| Quality Awareness | PREMIUM | 1.17× | |
| Luxury Orientation | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.71× | |
| Risk Appetite | THRILL | 0.75× | |
| Spirituality | BALANCE | 0.77× |
Hotmart's target market in Brazil covers an estimated 12,599,285 people, concentrated in São Paulo and Minas Gerais.
69.3% of the Hotmart audience are female, 30.7% are male, with an average age of 38.8 years.
Hotmart fans show strongest brand affinity for Therapy (1.53×), PCI Concursos (1.72×), and Arezzo (1.53×) over the country average.
Hotmart fans in Brazil are most concentrated in São Paulo (reach ~3M), Minas Gerais (reach ~1.5M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Hotmart itself, the audience over-indexes on PCI Concursos (1.72×), Arezzo (1.53×), Music download (1.51×), and mulheres (1.69×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Hotmart. 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 Brazil. 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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