Rascasse Audience Intelligence

Oktoberfest Audience in Germany

A data profile of the people who buy, follow and care about Oktoberfest in Germany — modelled from more than twelve digital signal sources. Oktoberfest has an estimated audience of 2,455,408 people in Germany.

#1among Volksfest in Germany#38among Event in Germany#217in Travel & Leisure

The average Oktoberfest fan in Germany is 36.9 years old, balanced, and lives primarily in Bayern.

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

Top brand affinities include Tagesschau, FC Bayern Munich, Couple T-Shirt, with strongest over-indexing on Tagesschau (2.17× the country average).

Demographically, the Oktoberfest audience skews balanced with an average age of 36.9, and over-indexes on personality traits such as Tradition, Indulgence.

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

The typical Oktoberfest fan in Germany is balanced, around 36.9 years old, with strong Tradition tendencies and a notable affinity for Tagesschau.

Category: Travel & Leisure · Type: Event · Subtype: Volksfest

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 Oktoberfest profile in Germany.

Audience size
2.5M
in Germany
Gender
54.4%♀
45.6% male
Age
36.9
average years
Country rank
#2689
Event in Germany
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Oktoberfest fans

54.4% are female, 45.6% are male, average age 36.9.

Fig. 02

Gender split

54.4%
Female
45.6%
Male
Demographic split for Oktoberfest audience in Germany
MetricValue
Female54.4%
Male45.6%
Average age36.9
Estimated audience size2,455,408
Fig. 03

Age distribution

Ø 36.9
average years
Age distribution of the Oktoberfest audience in Germany
Age bracketShare%
16-1924%
20-2921%
30-3920%
40-4922%
50+13%
Fig. 04

Worldwide distribution

19.3%

of the worldwide Oktoberfest audience comes from Germany.

Worldwide audience distribution share by country for Oktoberfest
CountryShare
United States21.8%
Germany19.3%
Italy8.0%
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 Oktoberfest audience in Germany is strongest.

Fig. 05

Top regions by affinity

Oktoberfest fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~1.5M4.01×
02Baden-Württemberg~300K1.02×
03Hessen~200K0.97×
04Rheinland-Pfalz~100K0.93×
05Hamburg~50K0.91×
06Berlin~90K0.87×
07Saarland~30K0.87×
08Nordrhein-Westfalen~400K0.84×
09Sachsen~100K0.84×
10Niedersachsen~200K0.81×
11Thüringen~50K0.78×
12Brandenburg~60K0.76×
13Bremen~20K0.72×
14Schleswig-Holstein~60K0.71×
15Sachsen-Anhalt~40K0.69×
16Mecklenburg-Vorpommern~30K0.67×
Fig. 06

Affinity by region

Affinity by region — Oktoberfest, Germany
0.67×1.00×4.01×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Oktoberfest audience
#·InterestCategoryAffinity×
01Couple T-ShirtFashion & Accessoires17.37×
02LederhosenFashion & Accessoires6.29×
03Folk costumeFashion & Accessoires5.56×
04TSV 1860 MünchenSports4.46×
05MicrobreweryFood & Beverages4.43×
06Draught beerFood & Beverages4.37×
07Plärrer AugsburgTravel & Leisure4.18×
08Beer festivalFood & Beverages4.07×
09Roland KaiserMusic & Radio2.50×
10Franziska PreußSports2.33×
11TagesschauMovies & TV2.17×
12Lindsey VonnSports2.12×
13Wetter.deHome & Garden2.05×
14Tyrol (state)Travel & Leisure2.02×
15Helene FischerMusic & Radio1.96×
16Schlager musicMusic & Radio1.89×
17FestivalMusic & Radio1.73×
18C&AShopping1.67×
19BavariaTravel & Leisure1.60×
20FC Bayern MunichSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Oktoberfest 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 Oktoberfest audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM2.40×
IndulgenceJOY1.25×
Healthy LifestyleBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Oktoberfest audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.78×
Early Adopter MentalityPOWER0.89×
Social Media UsageJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Oktoberfest have in Germany?

Oktoberfest has an estimated audience of 2,455,408 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Oktoberfest fans?

54.4% of Oktoberfest fans are female, 45.6% are male, with an average age of 36.9 years.

03

Which brands do Oktoberfest fans like most?

Oktoberfest fans show strongest brand affinity for Tagesschau (2.17×), FC Bayern Munich (1.51×), and Couple T-Shirt (17.37×) over the country average.

04

Where do Oktoberfest fans live in Germany?

Oktoberfest fans in Germany are most concentrated in Bayern (reach ~1.5M), Nordrhein-Westfalen (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Oktoberfest fans also like?

Beyond Oktoberfest itself, the audience over-indexes on FC Bayern Munich (1.51×), Couple T-Shirt (17.37×), Roland Kaiser (2.5×), and Helene Fischer (1.96×) compared to the Germany average.

Appendix

Explore more audiences

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

More Volksfest audiences in Germany

See Oktoberfest audiences in other countries

How to read this data

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