A data profile of the people who buy, follow and care about PlayNow.com in Canada — modelled from more than twelve digital signal sources. PlayNow.com has an estimated audience of 6,036,327 people in Canada.
The average PlayNow.com fan in Canada is 43.0 years old, more male, and lives primarily in British Columbia.
The audience is concentrated in British Columbia, Manitoba, Saskatchewan.
Top brand affinities include Ice Hockey World Championships, Lottery, Vehicle insurance, with strongest over-indexing on Ice Hockey World Championships (1.84× the country average).
Demographically, the PlayNow.com audience skews more male with an average age of 43.0, and over-indexes on personality traits such as Urban Lifestyle, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical PlayNow.com fan in Canada is more male, around 43.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the PlayNow.com profile in Canada.
39.7% are female, 60.3% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 39.7% |
| Male | 60.3% |
| Average age | 43.0 |
| Estimated audience size | 6,036,327 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide PlayNow.com audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 77.8% |
| Poland | 15.0% |
| Germany | 1.4% |
Where the PlayNow.com audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Manitoba | ~1M | 5.18× | |
| 02 | British Columbia | ~3.5M | 3.76× | |
| 03 | Saskatchewan | ~200K | 0.99× | |
| 04 | Prince Edward Island | ~30K | 0.89× | |
| 05 | Newfoundland and Labrador | ~70K | 0.75× | |
| 06 | New Brunswick | ~90K | 0.65× | |
| 07 | Nova Scotia | ~100K | 0.57× | |
| 08 | Quebec | ~200K | 0.12× | |
| 09 | Alberta | ~40K | 0.06× | |
| 10 | Ontario | ~80K | 0.03× |
The strongest cross-interests of the PlayNow.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lottery | Games | 7.79× | ||
| 02 | Sports betting | Games | 6.05× | ||
| 03 | Brooklyn Nets | Sports | 5.76× | ||
| 04 | Vehicle insurance | Cars & Mobility | 5.18× | ||
| 05 | Debit card | Business & Career | 4.50× | ||
| 06 | Tabloid (newspaper format) | Literature | 3.27× | ||
| 07 | Vegas Golden Knights | Sports | 3.27× | ||
| 08 | FedEx | Business & Career | 2.66× | ||
| 09 | Subway | Food & Beverages | 2.26× | ||
| 10 | Vancouver Canucks | Sports | 2.16× | ||
| 11 | Pizza Hut | Food & Beverages | 2.14× | ||
| 12 | Barbecue | Food & Beverages | 1.96× | ||
| 13 | Internet & Social Media | 1.91× | |||
| 14 | McDonald's | Food & Beverages | 1.88× | ||
| 15 | Ice Hockey World Championships | Sports | 1.84× | ||
| 16 | NHL | Sports | 1.82× | ||
| 17 | Mortgage loans | Business & Career | 1.81× | ||
| 18 | Golf | Sports | 1.77× | ||
| 19 | Religion | Business & Career | 1.77× | ||
| 20 | NFL | Sports | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 2.02× | |
| Spirituality | BALANCE | 1.77× | |
| Career Orientation | POWER | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.53× | |
| Design Affinity | PREMIUM | 0.54× | |
| Luxury Orientation | PREMIUM | 0.62× |
PlayNow.com has an estimated audience of 6,036,327 people in Canada, concentrated in British Columbia and Manitoba.
39.7% of PlayNow.com fans are female, 60.3% are male, with an average age of 43.0 years.
PlayNow.com fans show strongest brand affinity for Ice Hockey World Championships (1.84×), Lottery (7.79×), and Vehicle insurance (5.18×) over the country average.
PlayNow.com fans in Canada are most concentrated in British Columbia (reach ~3.5M), Manitoba (reach ~1M), and Saskatchewan (reach ~200K). These three regions account for the largest share of the active audience.
Beyond PlayNow.com itself, the audience over-indexes on Lottery (7.79×), Vehicle insurance (5.18×), Sports betting (6.05×), and NHL (1.82×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for PlayNow.com. 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 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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