Rascasse Audience Intelligence

Dogs Audience in Germany

A data profile of the people who buy, follow and care about Dogs in Germany — modelled from more than twelve digital signal sources. Dogs has an estimated audience of 14,108,661 people in Germany.

#87among Topic in Germany#3in Pets & Animals

The average Dogs fan in Germany is 41.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Animal, Obedience school, Dog food, with strongest over-indexing on Animal (1.53× the country average).

Demographically, the Dogs audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Pet Ownership, Creativity.

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

The typical Dogs fan in Germany is more female, around 41.0 years old, with strong Pet Ownership tendencies and a notable affinity for Animal.

Category: Pets & Animals · 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 Dogs profile in Germany.

Audience size
14.1M
in Germany
Gender
62.7%♀
37.3% male
Age
41.0
average years
Country rank
#153
Topic in Germany
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Dogs fans

62.7% are female, 37.3% are male, average age 41.0.

Fig. 02

Gender split

62.7%
Female
37.3%
Male
Demographic split for Dogs audience in Germany
MetricValue
Female62.7%
Male37.3%
Average age41.0
Estimated audience size14,108,661
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Dogs audience in Germany
Age bracketShare%
16-1916%
20-2917%
30-3920%
40-4925%
50+22%
Fig. 04

Worldwide distribution

3.4%

of the worldwide Dogs audience comes from Germany.

Worldwide audience distribution share by country for Dogs
CountryShare
United States24.1%
United Kingdom5.6%
Japan4.6%
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 Dogs audience in Germany is strongest.

Fig. 05

Top regions by affinity

Dogs fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~500K1.23×
02Sachsen-Anhalt~400K1.17×
03Niedersachsen~1.5M1.13×
04Nordrhein-Westfalen~3.5M1.10×
05Sachsen~800K1.10×
06Schleswig-Holstein~500K1.08×
07Mecklenburg-Vorpommern~300K1.08×
08Thüringen~400K1.07×
09Saarland~200K1.00×
10Rheinland-Pfalz~700K0.98×
11Hamburg~300K0.89×
12Hessen~900K0.87×
13Bayern~2M0.86×
14Baden-Württemberg~1.5M0.86×
15Bremen~100K0.85×
16Berlin~500K0.80×
Fig. 06

Affinity by region

Affinity by region — Dogs, Germany
0.80×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dogs audience
#·InterestCategoryAffinity×
01Obedience schoolPets & Animals2.37×
02Yorkshire TerrierPets & Animals2.26×
03Maltese (dog)Pets & Animals2.16×
04BeaglePets & Animals2.00×
05Chihuahua (dog)Pets & Animals1.99×
06Equine nutritionPets & Animals1.95×
07DachshundPets & Animals1.92×
08Siberian HuskyPets & Animals1.86×
09Dog foodPets & Animals1.85×
10FressnapfShopping1.80×
11Pet storePets & Animals1.76×
12Labrador RetrieverPets & Animals1.76×
13Dog breedPets & Animals1.75×
14Dog walkingPets & Animals1.73×
15Dog collarPets & Animals1.65×
16Dog loversPets & Animals1.60×
17Pet foodPets & Animals1.59×
18CatsPets & Animals1.56×
19Animal welfarePolitics & Society1.54×
20AnimalPets & Animals1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dogs 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 Dogs audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.18×
CreativityOPEN0.93×
SustainabilityBALANCE0.92×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dogs audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.67×
Career OrientationPOWER0.69×
Urban LifestyleOPEN0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Dogs have in Germany?

Dogs has an estimated audience of 14,108,661 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Dogs fans?

62.7% of Dogs fans are female, 37.3% are male, with an average age of 41.0 years.

03

Which brands do Dogs fans like most?

Dogs fans show strongest brand affinity for Animal (1.53×), Obedience school (2.37×), and Dog food (1.85×) over the country average.

04

Where do Dogs fans live in Germany?

Dogs fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Dogs fans also like?

Beyond Dogs itself, the audience over-indexes on Obedience school (2.37×), Dog food (1.85×), Dog breed (1.75×), and Maltese (dog) (2.16×) compared to the Germany average.

Appendix

Explore more audiences

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

More Pets & Animals audiences in Germany

See Dogs audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →