Diwali Audience in Germany
A data profile of the people who buy, follow and care about Diwali in Germany — modelled from more than twelve digital signal sources. Diwali has an estimated audience of 293,264 people in Germany.
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 Hugendubel, Astro (Malaysian satellite television), AliExpress, with strongest over-indexing on Hugendubel (4.69× the country average).
Demographically, the Diwali audience skews balanced with an average age of 29.6, and over-indexes on personality traits such as Quality Awareness, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Diwali fan in Germany is balanced, around 29.6 years old, with strong Quality Awareness tendencies and a notable affinity for Hugendubel.
At a glance
The key figures that characterise the Diwali profile in Germany.
Search interest · 12-month trend
Demographics of Diwali fans
53.3% are female, 46.7% are male, average age 29.6.
Gender split
| Metric | Value |
|---|---|
| Female | 53.3% |
| Male | 46.7% |
| Average age | 29.6 |
| Estimated audience size | 293,264 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 50% | |
| 20-29 | 17% | |
| 30-39 | 14% | |
| 40-49 | 12% | |
| 50+ | 6% |
Worldwide distribution
of the worldwide Diwali audience comes from Germany.
| Country | Share |
|---|---|
| India | 50.6% |
| United States | 11.7% |
| Malaysia | 4.2% |
Geography
Where the Diwali audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~40K | 1.80× | |
| 02 | Berlin | ~20K | 1.53× | |
| 03 | Hamburg | ~9K | 1.33× | |
| 04 | Bayern | ~60K | 1.24× | |
| 05 | Baden-Württemberg | ~50K | 1.18× | |
| 06 | Bremen | ~3K | 1.15× | |
| 07 | Nordrhein-Westfalen | ~70K | 1.14× | |
| 08 | Rheinland-Pfalz | ~10K | 0.88× | |
| 09 | Saarland | ~3K | 0.88× | |
| 10 | Sachsen | ~10K | 0.81× | |
| 11 | Niedersachsen | ~20K | 0.80× | |
| 12 | Brandenburg | ~7K | 0.76× | |
| 13 | Thüringen | ~6K | 0.75× | |
| 14 | Sachsen-Anhalt | ~5K | 0.70× | |
| 15 | Schleswig-Holstein | ~7K | 0.66× | |
| 16 | Mecklenburg-Vorpommern | ~4K | 0.66× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Diwali audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Astro (Malaysian satellite television) | Movies & TV | 17.93× | ||
| 02 | Qualcomm | Technology & Electronics | 17.93× | ||
| 03 | TVB | Movies & TV | 13.55× | ||
| 04 | Nikon | Technology & Electronics | 5.69× | ||
| 05 | Hinduism | Politics & Society | 5.44× | ||
| 06 | Polo Ralph Lauren | Fashion & Accessoires | 5.21× | ||
| 07 | Philanthropy | Arts & Culture | 5.13× | ||
| 08 | Dua Lipa | Music & Radio | 4.82× | ||
| 09 | Hugendubel | Shopping | 4.69× | ||
| 10 | Real (hypermarket) | Shopping | 4.56× | ||
| 11 | Chocolate brownie | Food & Beverages | 4.31× | ||
| 12 | Crime fiction | Literature | 3.49× | ||
| 13 | AliExpress | Shopping | 3.00× | ||
| 14 | Livemusic | Music & Radio | 2.50× | ||
| 15 | Discounts and allowances | Shopping | 2.49× | ||
| 16 | Ryanair | Travel & Leisure | 2.29× | ||
| 17 | Home Appliances | Home & Garden | 2.27× | ||
| 18 | Eurowings | Travel & Leisure | 2.17× | ||
| 19 | Deutsche Bahn | Cars & Mobility | 1.73× | ||
| 20 | Amazon.com | Shopping | 1.53× |
Personality of the Diwali audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.77× | |
| Risk Appetite | THRILL | 1.64× | |
| Travelling | THRILL | 1.63× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.74× | |
| Healthy Lifestyle | BALANCE | 0.83× | |
| Indulgence | JOY | 0.91× |
Frequently asked questions
How many fans does Diwali have in Germany?
Diwali has an estimated audience of 293,264 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 Hugendubel (4.69×), Astro (Malaysian satellite television) (17.93×), and AliExpress (3×) over the country average.
Where do Diwali fans live in Germany?
Diwali fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). 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 Astro (Malaysian satellite television) (17.93×), AliExpress (3×), Polo Ralph Lauren (5.21×), and Ryanair (2.29×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Diwali audiences in other countries
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.
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