Diwali Audience in Germany
Diwali has an estimated audience of 292,947 people in Germany. 53.3% are female, 46.7% are male, average age 29.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Western Union, Livemusic, Real property, Non-fiction books, Natural foods.
The average Diwali fan in Germany is 29.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Western Union, Livemusic, Real property, with strongest over-indexing on Western Union (12.22× the country average). Demographically, the Diwali audience skews balanced with an average age of 29.6, and over-indexes on personality traits such as Travelling, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Politics & Society · Type: Event
Demographics of Diwali fans
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 29.6 |
| Estimated audience size | 292,947 |
Audience persona
The typical Diwali fan in Germany is balanced, around 29.6 years old, with strong Travelling tendencies and a notable affinity for Western Union.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 76,989 | 1.2× |
| Bayern | 59,521 | 1.26× |
| Baden-Württemberg | 47,798 | 1.2× |
| Hessen | 42,712 | 1.91× |
| Niedersachsen | 22,552 | 0.79× |
| Berlin | 21,123 | 1.61× |
| Rheinland-Pfalz | 12,701 | 0.87× |
| Sachsen | 11,266 | 0.78× |
| Hamburg | 9,353 | 1.41× |
| Brandenburg | 6,503 | 0.72× |
| Thüringen | 5,102 | 0.68× |
| Sachsen-Anhalt | 4,671 | 0.62× |
| Schleswig-Holstein | 4,370 | 0.42× |
| Mecklenburg-Vorpommern | 3,225 | 0.58× |
| Saarland | 2,958 | 0.82× |
| Bremen | 2,829 | 1.13× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Western Union | 12.22× | Business & Career |
| Livemusic | 6.67× | Music & Radio |
| Real property | 8.49× | Home & Garden |
| Non-fiction books | 5.99× | Literature |
| Natural foods | 5.12× | Food & Beverages |
| Car wash | 6× | Cars & Mobility |
| Baby food | 3.76× | Kids & Family |
| Paleolithic diet | 7.12× | Health |
| Astro (Malaysian satellite television) | 13.97× | Movies & TV |
| Language education | 5.26× | Business & Career |
| Child development | 3.23× | Business & Career |
| Zumba Dance | 8.61× | Sports |
| Modern architecture | 3.2× | Arts & Culture |
| Property finder | 3.36× | Home & Garden |
| Early childhood education | 5.22× | Business & Career |
| JACK & JONES | 12.49× | Fashion & Accessoires |
| Hugendubel | 3.63× | Shopping |
| TVB | 13.95× | Movies & TV |
| Bonprix | 2.5× | Shopping |
| Scooby-Doo | 3.72× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.6 |
| Early Adopter Mentality | POWER | 1.42 |
| Price Sensitivity | PREMIUM | 1.39 |
| Risk Appetite | THRILL | 1.34 |
| Pet Ownership | JOY | 1.28 |
| Urban Lifestyle | OPEN | 1.27 |
Worldwide distribution
| Country | Share |
|---|---|
| India | 50.8% |
| United States | 11.7% |
| Malaysia | 4.2% |
See Diwali audiences in other countries
More Politics & Society audiences in Germany
- Bundesliga (21,985,904)
- FIFA World Cup (19,622,305)
- UEFA Champions League (18,624,368)
- 2. Bundesliga (13,064,500)
- Formula One (7,925,251)
Frequently asked questions
How many fans does Diwali have in Germany?
Diwali has an estimated audience of 292,947 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Diwali fans?
53.3% of Diwali fans are female, 46.7% are male, with an average age of 29.6 years.
Which brands do Diwali fans like most?
Diwali fans show strongest brand affinity for Western Union (12.22×), Livemusic (6.67×), and Real property (8.49×) over the country average.
Where do Diwali fans live in Germany?
Diwali fans in Germany are most concentrated in Nordrhein-Westfalen (reach 76,989), Bayern (reach 59,521), and Baden-Württemberg (reach 47,798). These three regions account for the largest share of the active audience.
What other brands do Diwali fans also like?
Beyond Diwali itself, the audience over-indexes on Livemusic (6.67×), Real property (8.49×), Non-fiction books (5.99×), and Natural foods (5.12×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Diwali. 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.