Rascasse Audience Intelligence

Millennials Audience in Germany

A data profile of the people who buy, follow and care about Millennials in Germany — modelled from more than twelve digital signal sources. Millennials has an estimated audience of 720,607 people in Germany.

#3808among Topic in Germany#205in Kids & Family

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 Reddit, HiPP, Jason Momoa, with strongest over-indexing on Reddit (4× 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 Early Adopter Mentality, Spirituality.

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

The typical Millennials fan in Germany is more female, around 31.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Reddit.

Category: Kids & Family · 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 Millennials profile in Germany.

Audience size
721K
in Germany
Gender
63.7%♀
36.3% male
Age
31.2
average years
Country rank
#8646
Topic in Germany
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Millennials fans

63.7% are female, 36.3% are male, average age 31.2.

Fig. 02

Gender split

63.7%
Female
36.3%
Male
Demographic split for Millennials audience in Germany
MetricValue
Female63.7%
Male36.3%
Average age31.2
Estimated audience size720,607
Fig. 03

Age distribution

Ø 31.2
average years
Age distribution of the Millennials audience in Germany
Age bracketShare%
16-1944%
20-2919%
30-3915%
40-4913%
50+8%
Fig. 04

Worldwide distribution

1.7%

of the worldwide Millennials audience comes from Germany.

Worldwide audience distribution share by country for Millennials
CountryShare
United States39.9%
Japan5.9%
Philippines5.1%
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 Millennials audience in Germany is strongest.

Fig. 05

Top regions by affinity

Millennials fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~20K1.32×
02Berlin~40K1.27×
03Hessen~60K1.10×
04Nordrhein-Westfalen~200K1.09×
05Bayern~100K1.06×
06Baden-Württemberg~100K1.06×
07Niedersachsen~70K1.05×
08Rheinland-Pfalz~40K1.01×
09Schleswig-Holstein~30K0.99×
10Bremen~6K0.99×
11Sachsen~30K0.98×
12Saarland~8K0.88×
13Brandenburg~20K0.85×
14Thüringen~20K0.84×
15Mecklenburg-Vorpommern~10K0.80×
16Sachsen-Anhalt~10K0.78×
Fig. 06

Affinity by region

Affinity by region — Millennials, Germany
0.78×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Millennials audience
#·InterestCategoryAffinity×
01Shania TwainMusic & Radio9.97×
02HiPPKids & Family9.53×
03Katherine HeiglMovies & TV9.47×
04Rotten TomatoesMovies & TV6.82×
05Real (hypermarket)Shopping5.62×
06Jason MomoaMovies & TV5.24×
07BabyOneKids & Family5.13×
08Internet celebrityInternet & Social Media5.13×
09BabywalzKids & Family4.72×
10Sandra BullockMovies & TV4.56×
11RedditInternet & Social Media4.00×
12Tom CruiseMovies & TV3.98×
13Self-confidenceHealth3.63×
14Crime fictionLiterature3.25×
15Online newspaperNews2.62×
16Roland KaiserMusic & Radio2.46×
17ReligionBusiness & Career2.20×
18Michael JacksonMusic & Radio2.13×
19HugendubelShopping2.07×
20Women's clothingFashion & Accessoires1.98×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Millennials 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 Millennials audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.87×
SpiritualityBALANCE1.60×
Convenience OrientationPREMIUM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Millennials audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.73×
DIY MentalityTHRILL0.77×
Healthy LifestyleBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Millennials fans like most?

Millennials fans show strongest brand affinity for Reddit (4×), HiPP (9.53×), and Jason Momoa (5.24×) over the country average.

04

Where do Millennials fans live in Germany?

Millennials fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Millennials fans also like?

Beyond Millennials itself, the audience over-indexes on HiPP (9.53×), Jason Momoa (5.24×), BabyOne (5.13×), and Online newspaper (2.62×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Millennials audiences in other countries

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.

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