NHL Audience in Germany
A data profile of the people who buy, follow and care about NHL in Germany — modelled from more than twelve digital signal sources. NHL has an estimated audience of 1,810,044 people in Germany.
The average NHL fan in Germany is 34.6 years old, more male, and lives primarily in Bayern.
The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.
Top brand affinities include Minnesota Wild, Sidney Crosby, Connor McDavid, with strongest over-indexing on Minnesota Wild (49.03× the country average).
Demographically, the NHL audience skews more male with an average age of 34.6, and over-indexes on personality traits such as Risk Appetite, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical NHL fan in Germany is more male, around 34.6 years old, with strong Risk Appetite tendencies and a notable affinity for Minnesota Wild.
At a glance
The key figures that characterise the NHL profile in Germany.
Search interest · 12-month trend
Demographics of NHL fans
32.7% are female, 67.3% are male, average age 34.6.
Gender split
| Metric | Value |
|---|---|
| Female | 32.7% |
| Male | 67.3% |
| Average age | 34.6 |
| Estimated audience size | 1,810,044 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 17% | |
| 50+ | 11% |
Worldwide distribution
of the worldwide NHL audience comes from Germany.
| Country | Share |
|---|---|
| United States | 42.5% |
| Canada | 19.6% |
| Japan | 2.8% |
Geography
Where the NHL audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~500K | 1.78× | |
| 02 | Baden-Württemberg | ~300K | 1.20× | |
| 03 | Nordrhein-Westfalen | ~500K | 1.13× | |
| 04 | Sachsen | ~100K | 1.13× | |
| 05 | Hessen | ~100K | 1.00× | |
| 06 | Rheinland-Pfalz | ~90K | 1.00× | |
| 07 | Brandenburg | ~60K | 1.00× | |
| 08 | Berlin | ~80K | 0.97× | |
| 09 | Niedersachsen | ~200K | 0.96× | |
| 10 | Bremen | ~10K | 0.94× | |
| 11 | Hamburg | ~40K | 0.92× | |
| 12 | Schleswig-Holstein | ~60K | 0.91× | |
| 13 | Thüringen | ~40K | 0.91× | |
| 14 | Sachsen-Anhalt | ~40K | 0.85× | |
| 15 | Mecklenburg-Vorpommern | ~30K | 0.76× | |
| 16 | Saarland | ~10K | 0.62× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the NHL audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sidney Crosby | Sports | 49.30× | ||
| 02 | Minnesota Wild | Sports | 49.03× | ||
| 03 | Connor McDavid | Sports | 44.48× | ||
| 04 | Florida Panthers | Sports | 27.20× | ||
| 05 | Alexander Ovechkin | Sports | 26.81× | ||
| 06 | Stanley Cup | Sports | 13.94× | ||
| 07 | Iittala | Home & Garden | 10.13× | ||
| 08 | Tubi TV | Movies & TV | 9.87× | ||
| 09 | Ice skating | Sports | 6.43× | ||
| 10 | Ice hockey | Sports | 5.89× | ||
| 11 | IHF World Men's Handball Championship | Sports | 2.89× | ||
| 12 | Transfermarkt | Sports | 2.18× | ||
| 13 | FIFA World Cup | Sports | 2.04× | ||
| 14 | Sportschau | Sports | 2.04× | ||
| 15 | UEFA Champions League | Sports | 1.93× | ||
| 16 | Bundesliga | Sports | 1.79× | ||
| 17 | Movies | Movies & TV | 1.76× | ||
| 18 | Arts and music | Arts & Culture | 1.51× | ||
| 19 | FC Bayern Munich | Sports | 1.51× | ||
| 20 | Tagesschau | Movies & TV | 1.50× |
Personality of the NHL audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.27× | |
| Patriotism | CONSERVATISM | 1.27× | |
| Sports Activity | POWER | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.85× | |
| Individualism | JOY | 0.91× | |
| Convenience Orientation | PREMIUM | 0.93× |
Frequently asked questions
How many fans does NHL have in Germany?
NHL has an estimated audience of 1,810,044 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of NHL fans?
32.7% of NHL fans are female, 67.3% are male, with an average age of 34.6 years.
Which brands do NHL fans like most?
NHL fans show strongest brand affinity for Minnesota Wild (49.03×), Sidney Crosby (49.3×), and Connor McDavid (44.48×) over the country average.
Where do NHL fans live in Germany?
NHL fans in Germany are most concentrated in Bayern (reach ~500K), Nordrhein-Westfalen (reach ~500K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.
What other brands do NHL fans also like?
Beyond NHL itself, the audience over-indexes on Sidney Crosby (49.3×), Connor McDavid (44.48×), Stanley Cup (13.94×), and Ice hockey (5.89×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Ice hockey audiences in Germany
- 2nd Bundesliga (ice hockey) (7,152,573)
- Eisbären Berlin (1,189,026)
- Stanley Cup (1,119,523)
- Kölner Haie (883,232)
- Löwen Frankfurt (828,759)
See NHL audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for NHL. 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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