Rascasse Audience Intelligence

Horse & Rider Audience in Germany

A data profile of the people who buy, follow and care about Horse & Rider in Germany — modelled from more than twelve digital signal sources. Horse & Rider has an estimated audience of 6,473,426 people in Germany.

#442among Topic in Germany#23in Pets & Animals

The average Horse & Rider fan in Germany is 36.0 years old, more female, and lives primarily in Niedersachsen.

The audience is concentrated in Niedersachsen, Nordrhein-Westfalen, Bayern.

Top brand affinities include Maite Kelly, Andy Borg, Isabel Marant, with strongest over-indexing on Maite Kelly (8.61× the country average).

Demographically, the Horse & Rider audience skews more female with an average age of 36.0, and over-indexes on personality traits such as Pet Ownership, Quality Awareness.

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

The typical Horse & Rider fan in Germany is more female, around 36.0 years old, with strong Pet Ownership tendencies and a notable affinity for Maite Kelly.

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 Horse & Rider profile in Germany.

Audience size
6.5M
in Germany
Gender
66.7%♀
33.3% male
Age
36.0
average years
Country rank
#718
Topic in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Horse & Rider fans

66.7% are female, 33.3% are male, average age 36.0.

Fig. 02

Gender split

66.7%
Female
33.3%
Male
Demographic split for Horse & Rider audience in Germany
MetricValue
Female66.7%
Male33.3%
Average age36.0
Estimated audience size6,473,426
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the Horse & Rider audience in Germany
Age bracketShare%
16-1927%
20-2921%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

15.6%

of the worldwide Horse & Rider audience comes from Germany.

Worldwide audience distribution share by country for Horse & Rider
CountryShare
United States21.4%
Germany15.6%
Japan9.4%
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 Horse & Rider audience in Germany is strongest.

Fig. 05

Top regions by affinity

Horse & Rider fans by region: top regions in Germany
#RegionReachAffinity×
01Niedersachsen~2M3.11×
02Brandenburg~500K2.73×
03Hamburg~300K1.72×
04Schleswig-Holstein~400K1.60×
05Berlin~300K1.11×
06Bremen~60K1.02×
07Saarland~80K0.95×
08Mecklenburg-Vorpommern~100K0.89×
09Thüringen~100K0.87×
10Sachsen-Anhalt~100K0.86×
11Sachsen~300K0.79×
12Rheinland-Pfalz~300K0.78×
13Hessen~300K0.65×
14Baden-Württemberg~500K0.59×
15Bayern~600K0.56×
16Nordrhein-Westfalen~800K0.54×
Fig. 06

Affinity by region

Affinity by region — Horse & Rider, Germany
0.54×1.00×3.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Horse & Rider audience
#·InterestCategoryAffinity×
01Krämer PferdesportSports9.47×
02Maite KellyMusic & Radio8.61×
03Isabel MarantFashion & Accessoires7.65×
04Andy BorgMusic & Radio6.44×
05FendtCars & Mobility6.32×
06Horseback ridingSports5.72×
07Olympic GamesSports5.21×
08HuntingSports4.39×
09FressnapfShopping3.79×
10Pet sittingPets & Animals3.76×
11ZaraShopping3.03×
12HugendubelShopping3.02×
13Pet foodPets & Animals2.39×
14LivemusicMusic & Radio2.38×
15House musicMusic & Radio2.29×
16RyanairTravel & Leisure2.13×
17Lieferando.deFood & Beverages2.01×
18Do it yourself (DIY)Home & Garden1.91×
19Women's clothingFashion & Accessoires1.80×
20Harry PotterMovies & TV1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Horse & Rider 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 Horse & Rider audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY2.34×
Quality AwarenessPREMIUM1.58×
IndividualismJOY1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Horse & Rider audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.67×
PatriotismCONSERVATISM0.85×
IndulgenceJOY0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Horse & Rider have in Germany?

Horse & Rider has an estimated audience of 6,473,426 people in Germany, concentrated in Niedersachsen and Nordrhein-Westfalen.

02

What is the gender split and age of Horse & Rider fans?

66.7% of Horse & Rider fans are female, 33.3% are male, with an average age of 36.0 years.

03

Which brands do Horse & Rider fans like most?

Horse & Rider fans show strongest brand affinity for Maite Kelly (8.61×), Andy Borg (6.44×), and Isabel Marant (7.65×) over the country average.

04

Where do Horse & Rider fans live in Germany?

Horse & Rider fans in Germany are most concentrated in Niedersachsen (reach ~2M), Nordrhein-Westfalen (reach ~800K), and Bayern (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Horse & Rider fans also like?

Beyond Horse & Rider itself, the audience over-indexes on Andy Borg (6.44×), Isabel Marant (7.65×), Horseback riding (5.72×), and Fressnapf (3.79×) 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 Horse & Rider audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Horse & Rider. 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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