Family Audience in Germany
Family has an estimated audience of 21,578,223 people in Germany. 60.2% are female, 39.8% are male, average age 38.9. Top regions: Nordrhein-Westfalen, Niedersachsen, Hessen. Top brand affinities: Borussia Dortmund, Shopping, Discount stores, Barbie, Design.
The average Family fan in Germany is 38.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Hessen. Top brand affinities include Borussia Dortmund, Shopping, Discount stores, with strongest over-indexing on Borussia Dortmund (1.93× the country average). Demographically, the Family audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Indulgence, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic · Subtype: Lifestyle cluster
Demographics of Family fans
| Metric | Value |
|---|---|
| Female | 60.2% |
| Male | 39.8% |
| Average age | 38.9 |
| Estimated audience size | 21,578,223 |
Audience persona
The typical Family fan in Germany is more female, around 38.9 years old, with strong Indulgence tendencies and a notable affinity for Borussia Dortmund.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 10,787,580 | 2.28× |
| Niedersachsen | 4,061,956 | 1.94× |
| Hessen | 1,557,086 | 0.95× |
| Bayern | 1,509,916 | 0.44× |
| Baden-Württemberg | 1,311,302 | 0.45× |
| Brandenburg | 921,178 | 1.38× |
| Sachsen-Anhalt | 904,218 | 1.62× |
| Sachsen | 869,147 | 0.82× |
| Schleswig-Holstein | 829,401 | 1.07× |
| Rheinland-Pfalz | 760,886 | 0.7× |
| Berlin | 620,905 | 0.64× |
| Mecklenburg-Vorpommern | 445,419 | 1.08× |
| Thüringen | 428,439 | 0.78× |
| Hamburg | 396,015 | 0.81× |
| Bremen | 131,856 | 0.71× |
| Saarland | 87,772 | 0.33× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Borussia Dortmund | 1.93× | Sports |
| Shopping | 2.09× | Shopping |
| Discount stores | 2.54× | Shopping |
| Barbie | 3.45× | Movies & TV |
| Design | 2.19× | Home & Garden |
| Beauty | 2.2× | Beauty & Wellness |
| Natural World | 3.08× | Fashion & Accessoires |
| Online shopping | 2.11× | Shopping |
| Business | 2.2× | Business & Career |
| FlixBus | 4.14× | Cars & Mobility |
| Cooking | 2.3× | Food & Beverages |
| Physical fitness | 2.22× | Sports |
| Fitness and wellness | 2.18× | Sports |
| Current events | 2.31× | Arts & Culture |
| 2.05× | Internet & Social Media | |
| YouTube | 2.11× | Movies & TV |
| Automobiles | 2.27× | Cars & Mobility |
| Cosmetics | 2.28× | Beauty & Wellness |
| Soccer | 2.19× | Sports |
| Hotels | 2.39× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.32 |
| Family Orientation | CONSERVATISM | 1.27 |
| Pet Ownership | JOY | 1.17 |
| Sports Activity | POWER | 1.01 |
| Luxury Orientation | PREMIUM | 1.01 |
| Price Sensitivity | PREMIUM | 1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.7% |
| United Kingdom | 4.5% |
See Family audiences in other countries
More Lifestyle cluster audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Family have in Germany?
Family has an estimated audience of 21,578,223 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Family fans?
60.2% of Family fans are female, 39.8% are male, with an average age of 38.9 years.
Which brands do Family fans like most?
Family fans show strongest brand affinity for Borussia Dortmund (1.93×), Shopping (2.09×), and Discount stores (2.54×) over the country average.
Where do Family fans live in Germany?
Family fans in Germany are most concentrated in Nordrhein-Westfalen (reach 10,787,580), Niedersachsen (reach 4,061,956), and Hessen (reach 1,557,086). These three regions account for the largest share of the active audience.
What other brands do Family fans also like?
Beyond Family itself, the audience over-indexes on Shopping (2.09×), Discount stores (2.54×), Barbie (3.45×), and Design (2.19×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Family. 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.