Millennials Audience in Germany
Millennials has an estimated audience of 720,607 people in Germany. 63.7% are female, 36.3% are male, average age 31.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Shania Twain, LinkedIn, Reddit, Self-confidence, Livemusic.
The average Millennials fan in Germany is 31.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Shania Twain, LinkedIn, Reddit, with strongest over-indexing on Shania Twain (16.77× the country average). Demographically, the Millennials audience skews more female with an average age of 31.2, and over-indexes on personality traits such as Urban Lifestyle, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic
Demographics of Millennials fans
| Metric | Value |
|---|---|
| Female | 63.7% |
| Male | 36.3% |
| Average age | 31.2 |
| Estimated audience size | 720,607 |
Audience persona
The typical Millennials fan in Germany is more female, around 31.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Shania Twain.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 179,827 | 1.14× |
| Bayern | 126,074 | 1.09× |
| Baden-Württemberg | 108,739 | 1.11× |
| Niedersachsen | 73,686 | 1.05× |
| Hessen | 63,277 | 1.15× |
| Berlin | 44,256 | 1.37× |
| Rheinland-Pfalz | 37,308 | 1.03× |
| Sachsen | 32,647 | 0.92× |
| Schleswig-Holstein | 25,490 | 0.99× |
| Hamburg | 22,127 | 1.36× |
| Brandenburg | 17,688 | 0.79× |
| Thüringen | 13,596 | 0.74× |
| Sachsen-Anhalt | 13,072 | 0.7× |
| Mecklenburg-Vorpommern | 9,896 | 0.72× |
| Saarland | 7,403 | 0.84× |
| Bremen | 6,148 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Shania Twain | 16.77× | Music & Radio |
| 2.83× | Internet & Social Media | |
| 3.31× | Internet & Social Media | |
| Self-confidence | 5.12× | Health |
| Livemusic | 3.28× | Music & Radio |
| Satire | 4.32× | Literature |
| Real (hypermarket) | 5.76× | Shopping |
| BabyOne | 5.08× | Kids & Family |
| HiPP | 8.91× | Kids & Family |
| Hairstyle | 2.48× | Beauty & Wellness |
| Family | 1.6× | Kids & Family |
| Spiegel Online | 1.69× | News |
| Katherine Heigl | 9.45× | Movies & TV |
| North Rhine-Westphalia | 1.92× | Travel & Leisure |
| German language | 1.97× | Politics & Society |
| Vacations | 1.95× | Travel & Leisure |
| Hygiene | 2.27× | Beauty & Wellness |
| Online newspaper | 2.09× | News |
| Gala | 1.63× | News |
| Stuttgart | 2.2× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 1.72 |
| Early Adopter Mentality | POWER | 1.62 |
| Travelling | THRILL | 1.57 |
| Sustainability | BALANCE | 1.52 |
| Social Media Usage | JOY | 1.51 |
| Convenience Orientation | PREMIUM | 1.51 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 40.0% |
| Japan | 5.9% |
| Philippines | 5.1% |
See Millennials audiences in other countries
More Kids & Family audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Millennials have in Germany?
Millennials has an estimated audience of 720,607 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Millennials fans?
63.7% of Millennials fans are female, 36.3% are male, with an average age of 31.2 years.
Which brands do Millennials fans like most?
Millennials fans show strongest brand affinity for Shania Twain (16.77×), LinkedIn (2.83×), and Reddit (3.31×) over the country average.
Where do Millennials fans live in Germany?
Millennials fans in Germany are most concentrated in Nordrhein-Westfalen (reach 179,827), Bayern (reach 126,074), and Baden-Württemberg (reach 108,739). These three regions account for the largest share of the active audience.
What other brands do Millennials fans also like?
Beyond Millennials itself, the audience over-indexes on LinkedIn (2.83×), Reddit (3.31×), Self-confidence (5.12×), and Livemusic (3.28×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Millennials. 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.