Rascasse Audience Intelligence

Horse racing Audience in Germany

A data profile of the people who buy, follow and care about Horse racing in Germany — modelled from more than twelve digital signal sources. Horse racing has an estimated audience of 1,855,231 people in Germany.

#2065among Topic in Germany#326in Sports

The average Horse racing fan in Germany is 39.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Arabian horse, CHIO Aachen, Equine therapy, with strongest over-indexing on Arabian horse (24.33× the country average).

Demographically, the Horse racing audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Luxury Orientation, Indulgence.

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

The typical Horse racing fan in Germany is more female, around 39.6 years old, with strong Luxury Orientation tendencies and a notable affinity for Arabian horse.

Category: Sports · 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 racing profile in Germany.

Audience size
1.9M
in Germany
Gender
60.9%♀
39.1% male
Age
39.6
average years
Country rank
#3630
Topic in Germany
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Horse racing fans

60.9% are female, 39.1% are male, average age 39.6.

Fig. 02

Gender split

60.9%
Female
39.1%
Male
Demographic split for Horse racing audience in Germany
MetricValue
Female60.9%
Male39.1%
Average age39.6
Estimated audience size1,855,231
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Horse racing audience in Germany
Age bracketShare%
16-1915%
20-2922%
30-3922%
40-4923%
50+18%
Fig. 04

Worldwide distribution

5.3%

of the worldwide Horse racing audience comes from Germany.

Worldwide audience distribution share by country for Horse racing
CountryShare
United States20.2%
Japan15.0%
United Kingdom7.9%
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 racing audience in Germany is strongest.

Fig. 05

Top regions by affinity

Horse racing fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~500K1.29×
02Niedersachsen~200K1.23×
03Sachsen-Anhalt~60K1.16×
04Sachsen~100K1.13×
05Hamburg~50K1.09×
06Brandenburg~60K1.03×
07Baden-Württemberg~200K0.99×
08Rheinland-Pfalz~90K0.99×
09Saarland~20K0.99×
10Schleswig-Holstein~70K0.98×
11Hessen~100K0.92×
12Mecklenburg-Vorpommern~30K0.90×
13Bremen~10K0.90×
14Berlin~70K0.89×
15Bayern~300K0.87×
16Thüringen~40K0.86×
Fig. 06

Affinity by region

Affinity by region — Horse racing, Germany
0.86×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Horse racing audience
#·InterestCategoryAffinity×
01Arabian horsePets & Animals24.33×
02Riding horsePets & Animals15.11×
03Stud farmTravel & Leisure14.50×
04Ludger BeerbaumSports12.81×
05Equestrian vaultingSports12.49×
06Wild horsePets & Animals9.02×
07CHIO AachenSports8.64×
08American Quarter HorsePets & Animals8.10×
09Barrel racingCars & Mobility7.69×
10Equine therapyHealth7.36×
11Fox huntingSports7.30×
12SaddleSports6.67×
13Lisa MüllerSports6.30×
14Natural horsemanshipSports5.99×
15PonyPets & Animals4.14×
16Horse trainingPets & Animals3.89×
17Horse breedingPets & Animals3.79×
18Equine nutritionPets & Animals3.57×
19Horse & RiderPets & Animals3.21×
20HorsesPets & Animals2.42×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Horse racing 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 racing audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.18×
IndulgenceJOY1.17×
Quality AwarenessPREMIUM1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Horse racing audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.67×
Healthy LifestyleBALANCE0.73×
Community OrientationOPEN0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Horse racing have in Germany?

Horse racing has an estimated audience of 1,855,231 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Horse racing fans?

60.9% of Horse racing fans are female, 39.1% are male, with an average age of 39.6 years.

03

Which brands do Horse racing fans like most?

Horse racing fans show strongest brand affinity for Arabian horse (24.33×), CHIO Aachen (8.64×), and Equine therapy (7.36×) over the country average.

04

Where do Horse racing fans live in Germany?

Horse racing fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Horse racing fans also like?

Beyond Horse racing itself, the audience over-indexes on CHIO Aachen (8.64×), Equine therapy (7.36×), American Quarter Horse (8.1×), and Saddle (6.67×) compared to the Germany average.

Appendix

Explore more audiences

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

More Sports audiences in Germany

See Horse racing audiences in other countries

How to read this data

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