Rascasse Audience Intelligence

Living room Audience in Germany

A data profile of the people who buy, follow and care about Living room in Germany — modelled from more than twelve digital signal sources. Living room has an estimated audience of 9,556,956 people in Germany.

#216among Topic in Germany#24in Home & Garden

The average Living room fan in Germany is 40.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Pillow, Ornamental plant, Kitchen, with strongest over-indexing on Pillow (15.76× the country average).

Demographically, the Living room audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Living room fan in Germany is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Pillow.

Category: Home & Garden · 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 Living room profile in Germany.

Audience size
9.6M
in Germany
Gender
64.9%♀
35.1% male
Age
40.1
average years
Country rank
#357
Topic in Germany
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Living room fans

64.9% are female, 35.1% are male, average age 40.1.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Living room audience in Germany
MetricValue
Female64.9%
Male35.1%
Average age40.1
Estimated audience size9,556,956
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Living room audience in Germany
Age bracketShare%
16-1914%
20-2921%
30-3923%
40-4923%
50+18%
Fig. 04

Worldwide distribution

4.9%

of the worldwide Living room audience comes from Germany.

Worldwide audience distribution share by country for Living room
CountryShare
United States12.0%
Japan8.3%
Germany4.9%
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 Living room audience in Germany is strongest.

Fig. 05

Top regions by affinity

Living room fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~2.5M1.20×
02Bayern~2M1.18×
03Baden-Württemberg~1.5M1.11×
04Saarland~100K1.09×
05Hessen~800K1.05×
06Niedersachsen~1M1.04×
07Rheinland-Pfalz~500K1.03×
08Berlin~400K1.00×
09Bremen~80K0.99×
10Brandenburg~300K0.97×
11Thüringen~200K0.96×
12Hamburg~200K0.94×
13Sachsen~400K0.91×
14Mecklenburg-Vorpommern~200K0.87×
15Schleswig-Holstein~300K0.85×
16Sachsen-Anhalt~200K0.85×
Fig. 06

Affinity by region

Affinity by region — Living room, Germany
0.85×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Living room audience
#·InterestCategoryAffinity×
01PillowHome & Garden15.76×
02Bed sheetHome & Garden7.42×
03Ornamental plantHome & Garden6.28×
04LED lampHome & Garden5.70×
05Real propertyHome & Garden5.65×
06MattressHome & Garden5.59×
07Floral designHome & Garden5.21×
08Scandinavian designHome & Garden4.92×
09Möbel HöffnerHome & Garden4.44×
10PandoraFashion & Accessoires4.37×
11Starter homeHome & Garden4.24×
12KitchenHome & Garden3.98×
13First-time buyerShopping3.91×
14Danish designHome & Garden3.86×
15RefrigeratorHome & Garden3.27×
16RenovationHome & Garden3.17×
17IKEAHome & Garden3.03×
18Do it yourself (DIY)Home & Garden2.12×
19Home improvementHome & Garden1.98×
20TagesschauMovies & TV1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Living room 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 Living room audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.88×
Quality AwarenessPREMIUM2.32×
DIY MentalityTHRILL2.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Living room audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.85×
PatriotismCONSERVATISM0.93×
TraditionCONSERVATISM0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Living room have in Germany?

Living room has an estimated audience of 9,556,956 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Living room fans?

64.9% of Living room fans are female, 35.1% are male, with an average age of 40.1 years.

03

Which brands do Living room fans like most?

Living room fans show strongest brand affinity for Pillow (15.76×), Ornamental plant (6.28×), and Kitchen (3.98×) over the country average.

04

Where do Living room fans live in Germany?

Living room fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), 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 Living room fans also like?

Beyond Living room itself, the audience over-indexes on Ornamental plant (6.28×), Kitchen (3.98×), IKEA (3.03×), and Real property (5.65×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Living room audiences in other countries

How to read this data

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