Rascasse Audience Intelligence

Munich Audience in Germany

A data profile of the people who buy, follow and care about Munich in Germany — modelled from more than twelve digital signal sources. Munich has an estimated audience of 13,817,934 people in Germany.

#1among City in Germany#5among POI in Germany#6in Travel & Leisure

The average Munich fan in Germany is 40.6 years old, balanced, and lives primarily in Bayern.

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

Top brand affinities include Tagesschau, RTL Television, Transfermarkt, with strongest over-indexing on Tagesschau (2.04× the country average).

Demographically, the Munich audience skews balanced with an average age of 40.6, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Munich fan in Germany is balanced, around 40.6 years old, with strong Need for Security tendencies and a notable affinity for Tagesschau.

Category: Travel & Leisure · Type: POI · Subtype: City

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 Munich profile in Germany.

Audience size
13.8M
in Germany
Gender
51.2%♀
48.8% male
Age
40.6
average years
Country rank
#160
POI in Germany
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Munich fans

51.2% are female, 48.8% are male, average age 40.6.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for Munich audience in Germany
MetricValue
Female51.2%
Male48.8%
Average age40.6
Estimated audience size13,817,934
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Munich audience in Germany
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4924%
50+21%
Fig. 04

Worldwide distribution

32.9%

of the worldwide Munich audience comes from Germany.

Worldwide audience distribution share by country for Munich
CountryShare
Germany32.9%
United States11.0%
Italy6.7%
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 Munich audience in Germany is strongest.

Fig. 05

Top regions by affinity

Munich fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~10M4.55×
02Baden-Württemberg~2M1.11×
03Hessen~1M1.06×
04Berlin~600K1.00×
05Rheinland-Pfalz~600K0.87×
06Hamburg~300K0.87×
07Sachsen~600K0.85×
08Nordrhein-Westfalen~2.5M0.84×
09Thüringen~300K0.77×
10Niedersachsen~1M0.73×
11Saarland~100K0.73×
12Bremen~80K0.68×
13Schleswig-Holstein~300K0.66×
14Brandenburg~300K0.64×
15Sachsen-Anhalt~200K0.64×
16Mecklenburg-Vorpommern~100K0.55×
Fig. 06

Affinity by region

Affinity by region — Munich, Germany
0.55×1.00×4.55×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Munich audience
#·InterestCategoryAffinity×
01AllgäuTravel & Leisure3.98×
02German television comedyMovies & TV3.24×
03SixtCars & Mobility2.98×
04SatireLiterature2.93×
05RTL TelevisionMovies & TV2.84×
06VolunteeringPolitics & Society2.55×
07LodgingTravel & Leisure2.29×
08Tour de FranceSports2.24×
09Bayerischer RundfunkMovies & TV2.21×
10TransfermarktSports2.07×
11TagesschauMovies & TV2.04×
12StuttgartTravel & Leisure1.90×
13DessertsFood & Beverages1.74×
14RyanairTravel & Leisure1.69×
15DüsseldorfTravel & Leisure1.68×
16TattoosFashion & Accessoires1.67×
17NatureHome & Garden1.60×
18KitchenHome & Garden1.60×
19Netto Marken-DiscountShopping1.54×
20VacationsTravel & Leisure1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Munich 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 Munich audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.35×
PatriotismCONSERVATISM1.32×
SpiritualityBALANCE1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Munich audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.64×
Sports ActivityPOWER0.80×
CreativityOPEN0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Munich have in Germany?

Munich has an estimated audience of 13,817,934 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Munich fans?

51.2% of Munich fans are female, 48.8% are male, with an average age of 40.6 years.

03

Which brands do Munich fans like most?

Munich fans show strongest brand affinity for Tagesschau (2.04×), RTL Television (2.84×), and Transfermarkt (2.07×) over the country average.

04

Where do Munich fans live in Germany?

Munich fans in Germany are most concentrated in Bayern (reach ~10M), Nordrhein-Westfalen (reach ~2.5M), and Baden-Württemberg (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Munich fans also like?

Beyond Munich itself, the audience over-indexes on RTL Television (2.84×), Transfermarkt (2.07×), Volunteering (2.55×), and Nature (1.6×) compared to the Germany average.

Appendix

Explore more audiences

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

More City audiences in Germany

See Munich audiences in other countries

How to read this data

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