Rascasse Audience Intelligence

Museum Audience in Canada

A data profile of the people who buy, follow and care about Museum in Canada — modelled from more than twelve digital signal sources. Museum has an estimated audience of 4,109,227 people in Canada.

#20among Touchpoint in Canada#10in Arts & Culture

The average Museum fan in Canada is 42.2 years old, more female, and lives primarily in Ontario.

The audience is concentrated in Ontario, British Columbia, Quebec.

Top brand affinities include Beverages, Fine art, Watercolor painting, with strongest over-indexing on Beverages (1.56× the country average).

Demographically, the Museum audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.

The typical Museum fan in Canada is more female, around 42.2 years old, with strong Patriotism tendencies and a notable affinity for Beverages.

Category: Arts & Culture · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Museum profile in Canada.

Audience size
4.1M
in Canada
Gender
55.9%♀
44.1% male
Age
42.2
average years
Country rank
#640
Touchpoint in Canada
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Museum fans

55.9% are female, 44.1% are male, average age 42.2.

Fig. 02

Gender split

55.9%
Female
44.1%
Male
Demographic split for Museum audience in Canada
MetricValue
Female55.9%
Male44.1%
Average age42.2
Estimated audience size4,109,227
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Museum audience in Canada
Age bracketShare%
16-1915%
20-2917%
30-3918%
40-4921%
50+29%
Fig. 04

Worldwide distribution

2.2%

of the worldwide Museum audience comes from Canada.

Worldwide audience distribution share by country for Museum
CountryShare
United States18.4%
Japan9.1%
China6.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Canada average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Museum audience in Canada is strongest.

Fig. 05

Top regions by affinity

Museum fans by region: top regions in Canada
#RegionReachAffinity×
01British Columbia~1M1.57×
02Ontario~2.5M1.41×
03Alberta~600K1.11×
04Nova Scotia~100K1.11×
05Manitoba~100K0.96×
06Saskatchewan~100K0.85×
07Quebec~800K0.83×
08Prince Edward Island~20K0.82×
09New Brunswick~80K0.81×
10Newfoundland and Labrador~40K0.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Museum audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Museum audience
#·InterestCategoryAffinity×
01MuseologyPolitics & Society6.08×
02Watercolor paintingArts & Culture3.56×
03Oil paintingArts & Culture3.33×
04Plastic artsArts & Culture3.30×
05DeviantArtInternet & Social Media3.25×
06Art exhibitionArts & Culture3.16×
07Digital illustrationArts & Culture2.90×
08Digital artArts & Culture2.68×
09Modern artArts & Culture2.65×
10Art museumArts & Culture2.64×
11LibraryLiterature2.61×
12Fine artBusiness & Career2.58×
13Contemporary artArts & Culture2.56×
14PaintHome & Garden2.33×
15IllustrationArts & Culture2.20×
16DrawingHome & Garden1.77×
17Michaels StoresArts & Culture1.74×
18HandicraftHome & Garden1.67×
19BeveragesFood & Beverages1.56×
20CreativityHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Museum audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Museum audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.66×
Convenience OrientationPREMIUM1.39×
Design AffinityPREMIUM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Museum audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.79×
Early Adopter MentalityPOWER0.99×
Urban LifestyleOPEN1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Museum have in Canada?

Museum has an estimated audience of 4,109,227 people in Canada, concentrated in Ontario and British Columbia.

02

What is the gender split and age of Museum fans?

55.9% of Museum fans are female, 44.1% are male, with an average age of 42.2 years.

03

Which brands do Museum fans like most?

Museum fans show strongest brand affinity for Beverages (1.56×), Fine art (2.58×), and Watercolor painting (3.56×) over the country average.

04

Where do Museum fans live in Canada?

Museum fans in Canada are most concentrated in Ontario (reach ~2.5M), British Columbia (reach ~1M), and Quebec (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Museum fans also like?

Beyond Museum itself, the audience over-indexes on Fine art (2.58×), Watercolor painting (3.56×), Art exhibition (3.16×), and Art museum (2.64×) compared to the Canada average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Arts & Culture audiences in Canada

See Museum audiences in other countries

How to read this data

Audience size is the estimated number of people in Canada who actively search for Museum. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. 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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