A data profile of the people who buy, follow and care about Spanish language in Brazil — modelled from more than twelve digital signal sources. Spanish language has an estimated audience of 6,843,787 people in Brazil.
The average Spanish language fan in Brazil is 38.6 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 Esporte Clube Vitória, Superman, Humour, with strongest over-indexing on Esporte Clube Vitória (2.64× the country average).
Demographically, the Spanish language audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Spirituality, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Spanish language fan in Brazil is more female, around 38.6 years old, with strong Spirituality tendencies and a notable affinity for Esporte Clube Vitória.
The key figures that characterise the Spanish language profile in Brazil.
60.6% are female, 39.4% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 60.6% |
| Male | 39.4% |
| Average age | 38.6 |
| Estimated audience size | 6,843,787 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 20% |
of the worldwide Spanish language audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.8% |
| Spain | 10.2% |
| Mexico | 7.6% |
Where the Spanish language audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sergipe | ~80K | 1.10× | |
| 02 | Roraima | ~20K | 1.09× | |
| 03 | Amapá | ~30K | 1.07× | |
| 04 | Acre | ~30K | 1.07× | |
| 05 | Piauí | ~100K | 1.05× | |
| 06 | Rondônia | ~60K | 1.04× | |
| 07 | Tocantins | ~50K | 1.03× | |
| 08 | Alagoas | ~100K | 1.02× | |
| 09 | Rio Grande do Norte | ~100K | 1.01× | |
| 10 | Amazonas | ~100K | 1.00× | |
| 11 | Mato Grosso do Sul | ~100K | 1.00× | |
| 12 | Paraíba | ~100K | 0.99× | |
| 13 | Maranhão | ~200K | 0.98× | |
| 14 | Espírito Santo | ~100K | 0.97× | |
| 15 | Mato Grosso | ~100K | 0.97× | |
| 16 | Federal District | ~100K | 0.97× | |
| 17 | Pará | ~200K | 0.96× | |
| 18 | Pernambuco | ~300K | 0.94× | |
| 19 | Ceará | ~300K | 0.94× | |
| 20 | Goiás | ~200K | 0.94× | |
| 21 | Bahia | ~400K | 0.92× | |
| 22 | Santa Catarina | ~300K | 0.92× | |
| 23 | Rio Grande do Sul | ~400K | 0.91× | |
| 24 | Paraná | ~400K | 0.90× | |
| 25 | Minas Gerais | ~600K | 0.87× | |
| 26 | Rio de Janeiro | ~600K | 0.86× | |
| 27 | São Paulo | ~1.5M | 0.71× |
The strongest cross-interests of the Spanish language audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Communist Party of China | Politics & Society | 3.09× | ||
| 02 | 1080i | Technology & Electronics | 3.08× | ||
| 03 | Esporte Clube Vitória | Sports | 2.64× | ||
| 04 | Laughter | Movies & TV | 2.64× | ||
| 05 | Television network | Movies & TV | 2.63× | ||
| 06 | High-definition television | Technology & Electronics | 2.37× | ||
| 07 | Pleasure | Politics & Society | 2.29× | ||
| 08 | World Wide Web | Internet & Social Media | 2.18× | ||
| 09 | Broadcasting | Movies & TV | 2.14× | ||
| 10 | Spiritism | Health | 2.10× | ||
| 11 | Humour | Literature | 2.07× | ||
| 12 | Superman | Movies & TV | 2.03× | ||
| 13 | Religion | Business & Career | 1.96× | ||
| 14 | Video | Movies & TV | 1.89× | ||
| 15 | Current events | Arts & Culture | 1.77× | ||
| 16 | Culture | Literature | 1.76× | ||
| 17 | Android (operating system) | Technology & Electronics | 1.76× | ||
| 18 | Social media | Business & Career | 1.75× | ||
| 19 | Social network | Internet & Social Media | 1.53× | ||
| 20 | Cruzeiro Esporte Clube | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 2.29× | |
| Tradition | CONSERVATISM | 1.49× | |
| Mindfulness | BALANCE | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.57× | |
| Career Orientation | POWER | 0.65× | |
| Quality Awareness | PREMIUM | 0.65× |
Spanish language has an estimated audience of 6,843,787 people in Brazil, concentrated in São Paulo and Minas Gerais.
60.6% of Spanish language fans are female, 39.4% are male, with an average age of 38.6 years.
Spanish language fans show strongest brand affinity for Esporte Clube Vitória (2.64×), Superman (2.03×), and Humour (2.07×) over the country average.
Spanish language fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Spanish language itself, the audience over-indexes on Superman (2.03×), Humour (2.07×), Laughter (2.64×), and Communist Party of China (3.09×) 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 Spanish language. 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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