Merchandise Audience in Germany
Merchandise has an estimated audience of 370,242 people in Germany. 55.0% are female, 45.0% are male, average age 39.3. Top brand affinities: Thom Yorke, King crab, Portishead (band), Dua Lipa, Jack White.
Top brand affinities include Thom Yorke, King crab, Portishead (band), with strongest over-indexing on Thom Yorke (161.04× the country average). Demographically, the Merchandise audience skews balanced with an average age of 39.3, and over-indexes on personality traits such as Extroversion, Tradition.
Category: Music & Radio · Type: Person · Subtype: New wave
Demographics of Merchandise fans
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 39.3 |
| Estimated audience size | 370,242 |
Audience persona
The typical Merchandise fan in Germany is balanced, around 39.3 years old, with strong Extroversion tendencies and a notable affinity for Thom Yorke.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Thom Yorke | 161.04× | Music & Radio |
| King crab | 280.39× | Pets & Animals |
| Portishead (band) | 111.65× | Music & Radio |
| Dua Lipa | 20.68× | Music & Radio |
| Jack White | 18.76× | Movies & TV |
| Jim Parsons | 39.48× | Movies & TV |
| Marie Curie | 28.34× | Business & Career |
| Katharine McPhee | 56.32× | Movies & TV |
| Betty Barclay | 32.65× | Fashion & Accessoires |
| Rod Stewart | 15.33× | Music & Radio |
| Natasha Bedingfield | 53.36× | Music & Radio |
| The Kills | 47.61× | Music & Radio |
| 28 Days Later | 16.54× | Movies & TV |
| Joaquin Phoenix | 18.86× | Movies & TV |
| Phil Collins | 8.35× | Music & Radio |
| Mayim Bialik | 18.97× | Movies & TV |
| A Quiet Place | 17.17× | Movies & TV |
| The Mamas & the Papas | 34.87× | Music & Radio |
| Steins;Gate | 41.4× | Movies & TV |
| Eagles of Death Metal | 40.05× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.51 |
| Tradition | CONSERVATISM | 1.46 |
| Early Adopter Mentality | POWER | 1.44 |
| Sustainability | BALANCE | 1.43 |
| Urban Lifestyle | OPEN | 1.35 |
| Quality Awareness | PREMIUM | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 13.6% |
| Brazil | 11.5% |
| Indonesia | 11.3% |
See Merchandise audiences in other countries
More New wave audiences in Germany
- Iceage (1,390,781)
- SPRINTS (970,069)
- Home Front (409,238)
- HighSchool (313,204)
- BODEGA (277,121)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Merchandise. 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.