Rascasse Audience Intelligence

Merchandise Audience in Germany

A data profile of the people who buy, follow and care about Merchandise in Germany — modelled from more than twelve digital signal sources. Merchandise has an estimated audience of 392,542 people in Germany.

#4among New wave in Germany#2872among Person in Germany#1702in Music & Radio

The average Merchandise fan in Germany is 39.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include King crab, Thom Yorke, Jeff Beck, with strongest over-indexing on King crab (472.9× the country average).

Demographically, the Merchandise audience skews balanced with an average age of 39.2, and over-indexes on personality traits such as Extroversion, Tradition.

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

The typical Merchandise fan in Germany is balanced, around 39.2 years old, with strong Extroversion tendencies and a notable affinity for King crab.

Category: Music & Radio · Type: Person · Subtype: New wave

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 Merchandise profile in Germany.

Audience size
393K
in Germany
Gender
52.4%♀
47.6% male
Age
39.2
average years
Country rank
#14220
Person in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Merchandise fans

52.4% are female, 47.6% are male, average age 39.2.

Fig. 02

Gender split

52.4%
Female
47.6%
Male
Demographic split for Merchandise audience in Germany
MetricValue
Female52.4%
Male47.6%
Average age39.2
Estimated audience size392,542
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Merchandise audience in Germany
Age bracketShare%
16-1920%
20-2918%
30-3920%
40-4922%
50+20%
Fig. 04

Worldwide distribution

8.1%

of the worldwide Merchandise audience comes from Germany.

Worldwide audience distribution share by country for Merchandise
CountryShare
Indonesia12.9%
United States12.2%
Brazil10.8%
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 Merchandise audience in Germany is strongest.

Fig. 05

Top regions by affinity

Merchandise fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~10K1.26×
02Sachsen~20K1.19×
03Thüringen~10K1.13×
04Brandenburg~10K1.11×
05Berlin~20K1.02×
06Mecklenburg-Vorpommern~8K1.02×
07Nordrhein-Westfalen~80K0.95×
08Bayern~60K0.95×
09Hamburg~8K0.95×
10Baden-Württemberg~50K0.94×
11Rheinland-Pfalz~20K0.94×
12Hessen~30K0.93×
13Saarland~5K0.93×
14Niedersachsen~30K0.91×
15Schleswig-Holstein~10K0.91×
16Bremen~3K0.90×
Fig. 06

Affinity by region

Affinity by region — Merchandise, Germany
0.90×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Merchandise audience
#·InterestCategoryAffinity×
01King crabPets & Animals472.90×
02Thom YorkeMusic & Radio105.22×
03Natasha BedingfieldMusic & Radio84.45×
04Jeff BeckMusic & Radio79.20×
05Portishead (band)Music & Radio70.17×
06Katharine McPheeMovies & TV60.13×
07The Mamas & the PapasMusic & Radio49.65×
08The Blair Witch ProjectMovies & TV46.57×
09Chris StapletonMusic & Radio45.86×
10The StrokesMusic & Radio40.91×
11Betty BarclayFashion & Accessoires36.23×
12A Quiet PlaceMovies & TV30.11×
13Jim ParsonsMovies & TV28.35×
14Joaquin PhoenixMovies & TV20.00×
15Rod StewartMusic & Radio19.05×
16Dua LipaMusic & Radio16.93×
17Jack WhiteMovies & TV12.95×
18Phil CollinsMusic & Radio11.71×
19Google EarthInternet & Social Media9.51×
20Udo LindenbergMusic & Radio7.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Merchandise 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 Merchandise audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.06×
TraditionCONSERVATISM1.60×
Early Adopter MentalityPOWER1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Merchandise audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.59×
Luxury OrientationPREMIUM0.72×
Sports ActivityPOWER0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Merchandise have in Germany?

Merchandise has an estimated audience of 392,542 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Merchandise fans?

52.4% of Merchandise fans are female, 47.6% are male, with an average age of 39.2 years.

03

Which brands do Merchandise fans like most?

Merchandise fans show strongest brand affinity for King crab (472.9×), Thom Yorke (105.22×), and Jeff Beck (79.2×) over the country average.

04

Where do Merchandise fans live in Germany?

Merchandise fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Merchandise fans also like?

Beyond Merchandise itself, the audience over-indexes on Thom Yorke (105.22×), Jeff Beck (79.2×), Natasha Bedingfield (84.45×), and Betty Barclay (36.23×) compared to the Germany average.

Appendix

Explore more audiences

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

More New wave audiences in Germany

See Merchandise audiences in other countries

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.

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