Rascasse Audience Intelligence

Mass media Audience in Germany

A data profile of the people who buy, follow and care about Mass media in Germany — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 5,095,966 people in Germany.

#56among Lifestyle cluster in Germany#645among Topic in Germany#129in Business & Career

The average Mass media fan in Germany is 40.0 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Transfermarkt, Pets, Automobiles, with strongest over-indexing on Transfermarkt (4.01× the country average).

Demographically, the Mass media audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Need for Security, Extroversion.

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

The typical Mass media fan in Germany is balanced, around 40.0 years old, with strong Need for Security tendencies and a notable affinity for Transfermarkt.

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

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 Mass media profile in Germany.

Audience size
5.1M
in Germany
Gender
50.9%♀
49.1% male
Age
40.0
average years
Country rank
#1037
Topic in Germany
Fig. 01

Search interest · 12-month trend

-23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mass media fans

50.9% are female, 49.1% are male, average age 40.0.

Fig. 02

Gender split

50.9%
Female
49.1%
Male
Demographic split for Mass media audience in Germany
MetricValue
Female50.9%
Male49.1%
Average age40.0
Estimated audience size5,095,966
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Mass media audience in Germany
Age bracketShare%
16-1916%
20-2919%
30-3922%
40-4923%
50+19%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Mass media audience comes from Germany.

Worldwide audience distribution share by country for Mass media
CountryShare
United States20.1%
India4.9%
Brazil4.2%
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 Mass media audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mass media fans by region: top regions in Germany
#RegionReachAffinity×
01Saarland~70K1.10×
02Berlin~200K1.06×
03Thüringen~100K1.06×
04Bremen~50K1.04×
05Brandenburg~200K1.02×
06Sachsen-Anhalt~100K1.02×
07Mecklenburg-Vorpommern~100K1.01×
08Hamburg~100K0.98×
09Rheinland-Pfalz~200K0.97×
10Sachsen~200K0.97×
11Schleswig-Holstein~200K0.97×
12Hessen~400K0.94×
13Niedersachsen~500K0.92×
14Bayern~700K0.89×
15Baden-Württemberg~600K0.89×
16Nordrhein-Westfalen~900K0.84×
Fig. 06

Affinity by region

Affinity by region — Mass media, Germany
0.84×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mass media audience
#·InterestCategoryAffinity×
01Mel GibsonMovies & TV4.72×
02VfL OsnabrückSports4.39×
03TransfermarktSports4.01×
04SatireLiterature2.78×
05VolunteeringPolitics & Society2.72×
06Artificial intelligenceTechnology & Electronics2.25×
07Sport BildSports2.18×
08Müller (company)Food & Beverages1.78×
09DessertsFood & Beverages1.74×
10TattoosFashion & Accessoires1.68×
11Netto Marken-DiscountShopping1.65×
12AutomobilesCars & Mobility1.64×
13CelebrityMovies & TV1.63×
14PetsPets & Animals1.62×
15Mobile phonesTechnology & Electronics1.62×
16German languagePolitics & Society1.61×
17NatureHome & Garden1.59×
18KitchenHome & Garden1.57×
19ElectronicsTechnology & Electronics1.55×
20ScienceBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mass media 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 Mass media audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.42×
ExtroversionTHRILL1.31×
PatriotismCONSERVATISM1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mass media audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.81×
Design AffinityPREMIUM0.87×
Sports ActivityPOWER0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mass media have in Germany?

Mass media has an estimated audience of 5,095,966 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Mass media fans?

50.9% of Mass media fans are female, 49.1% are male, with an average age of 40.0 years.

03

Which brands do Mass media fans like most?

Mass media fans show strongest brand affinity for Transfermarkt (4.01×), Pets (1.62×), and Automobiles (1.64×) over the country average.

04

Where do Mass media fans live in Germany?

Mass media fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Mass media fans also like?

Beyond Mass media itself, the audience over-indexes on Pets (1.62×), Automobiles (1.64×), Volunteering (2.72×), and Mobile phones (1.62×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Mass media audiences in other countries

How to read this data

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