Rascasse Audience Intelligence

Rowohlt Verlag Target Market in Germany

A data profile of the people who buy, follow and care about Rowohlt Verlag in Germany — modelled from more than twelve digital signal sources. Rowohlt Verlag has an estimated audience of 236,348 people in Germany.

#13among Publishing in Germany#2583among Brand in Germany#390in Literature

The average Rowohlt Verlag fan in Germany is 48.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Hugendubel, Caroline Wahl, Thalia, with strongest over-indexing on Hugendubel (11.85× the country average).

Demographically, the Rowohlt Verlag audience skews more female with an average age of 48.8, and over-indexes on personality traits such as Career Orientation, Sustainability.

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

The typical Rowohlt Verlag fan in Germany is more female, around 48.8 years old, with strong Career Orientation tendencies and a notable affinity for Hugendubel.

Category: Literature · Type: Brand · Subtype: Publishing

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 Rowohlt Verlag profile in Germany.

Audience size
236K
in Germany
Gender
78.5%♀
21.5% male
Age
48.8
average years
Country rank
#20392
Brand in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Rowohlt Verlag

78.5% are female, 21.5% are male, average age 48.8.

Fig. 02

Gender split

78.5%
Female
21.5%
Male
Demographic split for Rowohlt Verlag audience in Germany
MetricValue
Female78.5%
Male21.5%
Average age48.8
Estimated audience size236,348
Fig. 03

Age distribution

Ø 48.8
average years
Age distribution of the Rowohlt Verlag audience in Germany
Age bracketShare%
16-195%
20-298%
30-3915%
40-4928%
50+44%
Fig. 04

Worldwide distribution

84.4%

of the worldwide Rowohlt Verlag audience comes from Germany.

Worldwide audience distribution share by country for Rowohlt Verlag
CountryShare
Germany84.4%
Austria7.3%
Switzerland2.9%
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 Rowohlt Verlag audience in Germany is strongest.

Fig. 05

Top regions by affinity

Rowohlt Verlag customers by region in Germany
#RegionReachAffinity×
01Hamburg~10K2.76×
02Schleswig-Holstein~10K1.55×
03Berlin~10K1.39×
04Bremen~2K1.06×
05Niedersachsen~20K0.91×
06Nordrhein-Westfalen~50K0.87×
07Bayern~30K0.87×
08Hessen~20K0.85×
09Mecklenburg-Vorpommern~4K0.84×
10Baden-Württemberg~30K0.83×
11Sachsen~10K0.82×
12Saarland~2K0.80×
13Rheinland-Pfalz~9K0.79×
14Thüringen~5K0.77×
15Brandenburg~6K0.76×
16Sachsen-Anhalt~5K0.75×
Fig. 06

Affinity by region

Affinity by region — Rowohlt Verlag, Germany
0.75×1.00×2.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Rowohlt Verlag audience
#·InterestCategoryAffinity×
01Piper VerlagLiterature26.54×
02S. Fischer VerlagLiterature22.89×
03Goldmann (publisher)Literature20.86×
04Caroline WahlLiterature19.26×
05Das Literarische QuartettMovies & TV17.79×
06HugendubelShopping11.85×
07Sebastian FitzekLiterature10.25×
08ThaliaShopping9.56×
09Benjamin von Stuckrad-BarreLiterature8.52×
10Crime fictionLiterature8.45×
11Non-fiction booksLiterature7.33×
12Women's fictionLiterature6.86×
13Contemporary romanceLiterature6.58×
14Amazon KindleLiterature6.09×
15E-book readersTechnology & Electronics5.58×
16BooksellingLiterature5.33×
17NovelLiterature4.42×
18FRITZ!BoxTechnology & Electronics3.15×
19Harry PotterMovies & TV2.55×
20TagesschauMovies & TV2.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Rowohlt Verlag 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 Rowohlt Verlag audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.52×
SustainabilityBALANCE1.42×
MindfulnessBALANCE1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Rowohlt Verlag audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.69×
Quality AwarenessPREMIUM0.78×
Early Adopter MentalityPOWER0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Rowohlt Verlag's target market in Germany?

Rowohlt Verlag's target market in Germany covers an estimated 236,348 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Rowohlt Verlag customers?

78.5% of the Rowohlt Verlag audience are female, 21.5% are male, with an average age of 48.8 years.

03

Which brands do Rowohlt Verlag fans like most?

Rowohlt Verlag fans show strongest brand affinity for Hugendubel (11.85×), Caroline Wahl (19.26×), and Thalia (9.56×) over the country average.

04

Where do Rowohlt Verlag fans live in Germany?

Rowohlt Verlag fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~50K), Bayern (reach ~30K), and Baden-Württemberg (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Rowohlt Verlag fans also like?

Beyond Rowohlt Verlag itself, the audience over-indexes on Caroline Wahl (19.26×), Thalia (9.56×), Crime fiction (8.45×), and Piper Verlag (26.54×) compared to the Germany average.

Appendix

Explore more audiences

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

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See Rowohlt Verlag audiences in other countries

How to read this data

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