Rascasse Audience Intelligence

Business Insider Audience in Germany

A data profile of the people who buy, follow and care about Business Insider in Germany — modelled from more than twelve digital signal sources. Business Insider has an estimated audience of 1,018,416 people in Germany.

#3among Business news in Germany#227among Website / Newspaper / Magazine in Germany#567in Business & Career

The average Business Insider fan in Germany is 38.4 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Spiegel Online, Online newspaper, Bild, with strongest over-indexing on Spiegel Online (2.76× the country average).

Demographically, the Business Insider audience skews more male with an average age of 38.4, and over-indexes on personality traits such as Career Orientation, Healthy Lifestyle.

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

The typical Business Insider fan in Germany is more male, around 38.4 years old, with strong Career Orientation tendencies and a notable affinity for Spiegel Online.

Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news

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 Business Insider profile in Germany.

Audience size
1M
in Germany
Gender
38.6%♀
61.4% male
Age
38.4
average years
Country rank
#6414
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Business Insider

38.6% are female, 61.4% are male, average age 38.4.

Fig. 02

Gender split

38.6%
Female
61.4%
Male
Demographic split for Business Insider audience in Germany
MetricValue
Female38.6%
Male61.4%
Average age38.4
Estimated audience size1,018,416
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Business Insider audience in Germany
Age bracketShare%
16-1919%
20-2921%
30-3923%
40-4922%
50+16%
Fig. 04

Worldwide distribution

13.4%

of the worldwide Business Insider audience comes from Germany.

Worldwide audience distribution share by country for Business Insider
CountryShare
Japan14.1%
India13.4%
Germany13.4%
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 Business Insider audience in Germany is strongest.

Fig. 05

Top regions by affinity

Business Insider fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~90K2.03×
02Hamburg~40K1.60×
03Hessen~100K1.25×
04Bayern~200K1.19×
05Rheinland-Pfalz~50K1.06×
06Brandenburg~30K1.05×
07Nordrhein-Westfalen~200K1.00×
08Baden-Württemberg~100K0.94×
09Sachsen~40K0.88×
10Bremen~8K0.87×
11Niedersachsen~80K0.86×
12Schleswig-Holstein~30K0.78×
13Thüringen~20K0.76×
14Sachsen-Anhalt~20K0.75×
15Saarland~9K0.71×
16Mecklenburg-Vorpommern~10K0.69×
Fig. 06

Affinity by region

Affinity by region — Business Insider, Germany
0.69×1.00×2.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Business Insider audience
#·InterestCategoryAffinity×
01Utopia (book)Literature3.77×
02Onet.plNews3.54×
03Spiegel OnlineNews2.76×
04Der TagesspiegelNews2.75×
05BUNTE.deInternet & Social Media2.64×
06Google DocsInternet & Social Media2.64×
07Frankfurter Allgemeine ZeitungNews2.52×
08Let's Dance (German TV series)Movies & TV2.49×
09Online newspaperNews2.48×
10FOCUS OnlineNews2.27×
11Wetter.comHome & Garden2.21×
12Tabloid (newspaper format)Literature2.07×
13Die WeltNews2.02×
14News magazineNews1.99×
15News broadcastingBusiness & Career1.86×
16Gute Zeiten, schlechte ZeitenMovies & TV1.72×
17TchiboShopping1.69×
18BonprixShopping1.59×
19BildNews1.55×
20ZDFMovies & TV1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Business Insider 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 Business Insider audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.39×
Healthy LifestyleBALANCE1.17×
Early Adopter MentalityPOWER1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Business Insider audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.71×
Pet OwnershipJOY0.73×
Price SensitivityPREMIUM0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Business Insider have in Germany?

Business Insider has an estimated audience of 1,018,416 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Business Insider fans?

38.6% of Business Insider fans are female, 61.4% are male, with an average age of 38.4 years.

03

Which brands do Business Insider fans like most?

Business Insider fans show strongest brand affinity for Spiegel Online (2.76×), Online newspaper (2.48×), and Bild (1.55×) over the country average.

04

Where do Business Insider fans live in Germany?

Business Insider fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Business Insider fans also like?

Beyond Business Insider itself, the audience over-indexes on Online newspaper (2.48×), Bild (1.55×), FOCUS Online (2.27×), and Der Tagesspiegel (2.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business news audiences in Germany

See Business Insider audiences in other countries

How to read this data

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