A data profile of the people who buy, follow and care about Reggaeton in Brazil — modelled from more than twelve digital signal sources. Reggaeton has an estimated audience of 4,634,474 people in Brazil.
The average Reggaeton fan in Brazil is 32.7 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Latin pop, Betano, Paris Saint-Germain, with strongest over-indexing on Latin pop (6.66× the country average).
Demographically, the Reggaeton audience skews balanced with an average age of 32.7, and over-indexes on personality traits such as Pet Ownership, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Reggaeton fan in Brazil is balanced, around 32.7 years old, with strong Pet Ownership tendencies and a notable affinity for Latin pop.
The key figures that characterise the Reggaeton profile in Brazil.
53.2% are female, 46.8% are male, average age 32.7.
| Metric | Value |
|---|---|
| Female | 53.2% |
| Male | 46.8% |
| Average age | 32.7 |
| Estimated audience size | 4,634,474 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 35% | |
| 20-29 | 24% | |
| 30-39 | 19% | |
| 40-49 | 13% | |
| 50+ | 9% |
of the worldwide Reggaeton audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 26.0% |
| Mexico | 7.3% |
| Spain | 6.7% |
Where the Reggaeton audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Roraima | ~30K | 2.07× | |
| 02 | Amazonas | ~100K | 1.84× | |
| 03 | Mato Grosso do Sul | ~90K | 1.36× | |
| 04 | Rio Grande do Sul | ~400K | 1.28× | |
| 05 | Santa Catarina | ~300K | 1.20× | |
| 06 | Paraná | ~300K | 1.07× | |
| 07 | Federal District | ~80K | 1.07× | |
| 08 | Acre | ~20K | 1.07× | |
| 09 | Rondônia | ~40K | 1.04× | |
| 10 | Amapá | ~20K | 0.98× | |
| 11 | São Paulo | ~1M | 0.96× | |
| 12 | Alagoas | ~60K | 0.94× | |
| 13 | Rio Grande do Norte | ~70K | 0.92× | |
| 14 | Rio de Janeiro | ~400K | 0.86× | |
| 15 | Pernambuco | ~200K | 0.85× | |
| 16 | Paraíba | ~80K | 0.85× | |
| 17 | Ceará | ~200K | 0.84× | |
| 18 | Sergipe | ~40K | 0.83× | |
| 19 | Tocantins | ~20K | 0.80× | |
| 20 | Pará | ~100K | 0.79× | |
| 21 | Mato Grosso | ~70K | 0.79× | |
| 22 | Maranhão | ~90K | 0.78× | |
| 23 | Piauí | ~50K | 0.78× | |
| 24 | Minas Gerais | ~400K | 0.77× | |
| 25 | Goiás | ~100K | 0.77× | |
| 26 | Espírito Santo | ~70K | 0.71× | |
| 27 | Bahia | ~200K | 0.66× |
The strongest cross-interests of the Reggaeton audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Latin Music | Music & Radio | 11.80× | ||
| 02 | El Palacio de Hierro | Shopping | 10.74× | ||
| 03 | Salsa music | Music & Radio | 6.99× | ||
| 04 | Latin pop | Music & Radio | 6.66× | ||
| 05 | Latin dance | Sports | 5.92× | ||
| 06 | Shakira | Music & Radio | 4.79× | ||
| 07 | Bad Bunny | Music & Radio | 4.79× | ||
| 08 | Paris Saint-Germain | Sports | 3.17× | ||
| 09 | BTS | Music & Radio | 3.02× | ||
| 10 | Fluminense FC | Sports | 1.90× | ||
| 11 | Cruzeiro Esporte Clube | Sports | 1.85× | ||
| 12 | Santos FC | Sports | 1.83× | ||
| 13 | CR Vasco da Gama | Sports | 1.80× | ||
| 14 | Betano | Games | 1.75× | ||
| 15 | Real Madrid C.F. | Sports | 1.68× | ||
| 16 | Seleção Brasileira | Sports | 1.67× | ||
| 17 | Harry Potter | Movies & TV | 1.67× | ||
| 18 | Sport Club Corinthians Paulista | Sports | 1.66× | ||
| 19 | Neymar | Sports | 1.52× | ||
| 20 | Superman | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.42× | |
| Design Affinity | PREMIUM | 1.40× | |
| Luxury Orientation | PREMIUM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.58× | |
| Community Orientation | OPEN | 0.70× | |
| Creativity | OPEN | 0.73× |
Reggaeton has an estimated audience of 4,634,474 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
53.2% of Reggaeton fans are female, 46.8% are male, with an average age of 32.7 years.
Reggaeton fans show strongest brand affinity for Latin pop (6.66×), Betano (1.75×), and Paris Saint-Germain (3.17×) over the country average.
Reggaeton fans in Brazil are most concentrated in São Paulo (reach ~1M), Rio de Janeiro (reach ~400K), and Minas Gerais (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Reggaeton itself, the audience over-indexes on Betano (1.75×), Paris Saint-Germain (3.17×), Santos FC (1.83×), and Cruzeiro Esporte Clube (1.85×) 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 Reggaeton. 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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