Rascasse Audience Intelligence

Backyard Audience in Germany

A data profile of the people who buy, follow and care about Backyard in Germany — modelled from more than twelve digital signal sources. Backyard has an estimated audience of 3,723,872 people in Germany.

#1004among Topic in Germany#128in Home & Garden

The average Backyard fan in Germany is 40.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Berlin.

Top brand affinities include Pergola, Houseplant, Ryanair, with strongest over-indexing on Pergola (11.02× the country average).

Demographically, the Backyard audience skews more male with an average age of 40.8, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Backyard fan in Germany is more male, around 40.8 years old, with strong Quality Awareness tendencies and a notable affinity for Pergola.

Category: Home & Garden · Type: Topic

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 Backyard profile in Germany.

Audience size
3.7M
in Germany
Gender
40.2%♀
59.8% male
Age
40.8
average years
Country rank
#1619
Topic in Germany
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Backyard fans

40.2% are female, 59.8% are male, average age 40.8.

Fig. 02

Gender split

40.2%
Female
59.8%
Male
Demographic split for Backyard audience in Germany
MetricValue
Female40.2%
Male59.8%
Average age40.8
Estimated audience size3,723,872
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the Backyard audience in Germany
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4923%
50+22%
Fig. 04

Worldwide distribution

5.7%

of the worldwide Backyard audience comes from Germany.

Worldwide audience distribution share by country for Backyard
CountryShare
United States34.7%
United Kingdom6.4%
Germany5.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Backyard audience in Germany is strongest.

Fig. 05

Top regions by affinity

Backyard fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~500K3.05×
02Hamburg~100K1.70×
03Baden-Württemberg~600K1.13×
04Niedersachsen~400K1.08×
05Sachsen-Anhalt~90K0.98×
06Mecklenburg-Vorpommern~70K0.94×
07Sachsen~200K0.93×
08Schleswig-Holstein~100K0.93×
09Brandenburg~100K0.92×
10Thüringen~80K0.89×
11Bremen~30K0.87×
12Saarland~40K0.82×
13Hessen~200K0.81×
14Nordrhein-Westfalen~700K0.80×
15Bayern~500K0.79×
16Rheinland-Pfalz~100K0.72×
Fig. 06

Affinity by region

Affinity by region — Backyard, Germany
0.72×1.00×3.05×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Backyard audience
#·InterestCategoryAffinity×
01Stanley CupSports11.11×
02Kansas City ChiefsSports11.11×
03S.S. LazioSports11.11×
04PergolaHome & Garden11.02×
05StaycationHome & Garden10.90×
06Wizz AirTravel & Leisure8.42×
07GreenhouseHome & Garden6.77×
08Christmas decorationHome & Garden6.14×
09HouseplantHome & Garden6.09×
10First-time buyerShopping5.87×
11Unique GiftsShopping5.71×
12Floral designHome & Garden5.45×
13Day spaBeauty & Wellness5.33×
14SkyscannerTravel & Leisure5.08×
15Flower bouquetHome & Garden4.12×
16Modern architectureArts & Culture3.53×
17RyanairTravel & Leisure3.50×
18HugendubelShopping3.50×
19EtsyFashion & Accessoires3.07×
20RenovationHome & Garden2.95×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Backyard 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 Backyard audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.74×
Design AffinityPREMIUM2.48×
Urban LifestyleOPEN1.95×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Backyard audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.82×
PatriotismCONSERVATISM0.94×
Need for SecurityCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Backyard have in Germany?

Backyard has an estimated audience of 3,723,872 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Backyard fans?

40.2% of Backyard fans are female, 59.8% are male, with an average age of 40.8 years.

03

Which brands do Backyard fans like most?

Backyard fans show strongest brand affinity for Pergola (11.02×), Houseplant (6.09×), and Ryanair (3.5×) over the country average.

04

Where do Backyard fans live in Germany?

Backyard fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Baden-Württemberg (reach ~600K), and Berlin (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Backyard fans also like?

Beyond Backyard itself, the audience over-indexes on Houseplant (6.09×), Ryanair (3.5×), Wizz Air (8.42×), and Unique Gifts (5.71×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Backyard audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Backyard. 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 Germany. 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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