Rascasse Audience Intelligence

North Rhine-Westphalia Audience in Germany

A data profile of the people who buy, follow and care about North Rhine-Westphalia in Germany — modelled from more than twelve digital signal sources. North Rhine-Westphalia has an estimated audience of 12,537,146 people in Germany.

#1among Region in Germany#6among POI in Germany#10in Travel & Leisure

The average North Rhine-Westphalia fan in Germany is 42.4 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen.

Top brand affinities include Netto Marken-Discount, Düsseldorf, Cologne, with strongest over-indexing on Netto Marken-Discount (1.63× the country average).

Demographically, the North Rhine-Westphalia audience skews balanced with an average age of 42.4, and over-indexes on personality traits such as Family Orientation, Price Sensitivity.

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

The typical North Rhine-Westphalia fan in Germany is balanced, around 42.4 years old, with strong Family Orientation tendencies and a notable affinity for Netto Marken-Discount.

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

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 North Rhine-Westphalia profile in Germany.

Audience size
12.5M
in Germany
Gender
52.3%♀
47.7% male
Age
42.4
average years
Country rank
#196
POI in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of North Rhine-Westphalia fans

52.3% are female, 47.7% are male, average age 42.4.

Fig. 02

Gender split

52.3%
Female
47.7%
Male
Demographic split for North Rhine-Westphalia audience in Germany
MetricValue
Female52.3%
Male47.7%
Average age42.4
Estimated audience size12,537,146
Fig. 03

Age distribution

Ø 42.4
average years
Age distribution of the North Rhine-Westphalia audience in Germany
Age bracketShare%
16-1912%
20-2916%
30-3921%
40-4926%
50+24%
Fig. 04

Worldwide distribution

68.7%

of the worldwide North Rhine-Westphalia audience comes from Germany.

Worldwide audience distribution share by country for North Rhine-Westphalia
CountryShare
Germany68.7%
Austria2.8%
United States2.6%
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 North Rhine-Westphalia audience in Germany is strongest.

Fig. 05

Top regions by affinity

North Rhine-Westphalia fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~9M3.29×
02Niedersachsen~1.5M1.08×
03Hessen~900K0.97×
04Hamburg~300K0.93×
05Schleswig-Holstein~400K0.92×
06Bremen~100K0.91×
07Berlin~500K0.88×
08Rheinland-Pfalz~500K0.86×
09Saarland~100K0.84×
10Thüringen~300K0.81×
11Mecklenburg-Vorpommern~200K0.81×
12Sachsen-Anhalt~300K0.79×
13Sachsen~500K0.77×
14Brandenburg~300K0.77×
15Bayern~1.5M0.76×
16Baden-Württemberg~1.5M0.76×
Fig. 06

Affinity by region

Affinity by region — North Rhine-Westphalia, Germany
0.76×1.00×3.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for North Rhine-Westphalia audience
#·InterestCategoryAffinity×
01SWR3Music & Radio3.15×
02RuhrTravel & Leisure2.89×
03DortmundTravel & Leisure2.42×
04PromiFlashInternet & Social Media2.07×
05DüsseldorfTravel & Leisure2.04×
06Beatrice EgliMusic & Radio2.00×
07Alles was zähltMovies & TV1.99×
08Gute Zeiten, schlechte ZeitenMovies & TV1.91×
09CologneTravel & Leisure1.87×
10Roland KaiserMusic & Radio1.86×
11Westdeutscher RundfunkMovies & TV1.86×
12BremenTravel & Leisure1.77×
13TchiboShopping1.73×
14GMX MailInternet & Social Media1.71×
15Netto Marken-DiscountShopping1.63×
16SparkasseBusiness & Career1.61×
17Ernsting's familyShopping1.60×
18QVCMovies & TV1.57×
19TUITravel & Leisure1.57×
20PriceShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the North Rhine-Westphalia 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 North Rhine-Westphalia audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.18×
Price SensitivityPREMIUM1.17×
Community OrientationOPEN1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by North Rhine-Westphalia audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.73×
Urban LifestyleOPEN0.79×
Pet OwnershipJOY0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does North Rhine-Westphalia have in Germany?

North Rhine-Westphalia has an estimated audience of 12,537,146 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of North Rhine-Westphalia fans?

52.3% of North Rhine-Westphalia fans are female, 47.7% are male, with an average age of 42.4 years.

03

Which brands do North Rhine-Westphalia fans like most?

North Rhine-Westphalia fans show strongest brand affinity for Netto Marken-Discount (1.63×), Düsseldorf (2.04×), and Cologne (1.87×) over the country average.

04

Where do North Rhine-Westphalia fans live in Germany?

North Rhine-Westphalia fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~9M), Bayern (reach ~1.5M), and Niedersachsen (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do North Rhine-Westphalia fans also like?

Beyond North Rhine-Westphalia itself, the audience over-indexes on Düsseldorf (2.04×), Cologne (1.87×), Gute Zeiten, schlechte Zeiten (1.91×), and Ruhr (2.89×) compared to the Germany average.

Appendix

Explore more audiences

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

More Region audiences in Germany

See North Rhine-Westphalia audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for North Rhine-Westphalia. 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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