Sam Heughan Audience in Germany
A data profile of the people who buy, follow and care about Sam Heughan in Germany — modelled from more than twelve digital signal sources. Sam Heughan has an estimated audience of 973,950 people in Germany.
The average Sam Heughan fan in Germany is 42.1 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Caitriona Balfe, WE Fashion, Lala Berlin, with strongest over-indexing on Caitriona Balfe (364.26× the country average).
Demographically, the Sam Heughan audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Pet Ownership, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Sam Heughan fan in Germany is more female, around 42.1 years old, with strong Pet Ownership tendencies and a notable affinity for Caitriona Balfe.
At a glance
The key figures that characterise the Sam Heughan profile in Germany.
Search interest · 12-month trend
Demographics of Sam Heughan fans
84.2% are female, 15.8% are male, average age 42.1.
Gender split
| Metric | Value |
|---|---|
| Female | 84.2% |
| Male | 15.8% |
| Average age | 42.1 |
| Estimated audience size | 973,950 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 27% | |
| 50+ | 22% |
Worldwide distribution
of the worldwide Sam Heughan audience comes from Germany.
| Country | Share |
|---|---|
| United States | 24.2% |
| Germany | 10.8% |
| France | 7.5% |
Geography
Where the Sam Heughan audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sachsen-Anhalt | ~30K | 1.27× | |
| 02 | Nordrhein-Westfalen | ~300K | 1.13× | |
| 03 | Rheinland-Pfalz | ~60K | 1.09× | |
| 04 | Thüringen | ~30K | 1.08× | |
| 05 | Brandenburg | ~30K | 1.05× | |
| 06 | Mecklenburg-Vorpommern | ~20K | 1.05× | |
| 07 | Bayern | ~200K | 1.03× | |
| 08 | Niedersachsen | ~100K | 1.02× | |
| 09 | Schleswig-Holstein | ~40K | 1.02× | |
| 10 | Sachsen | ~50K | 1.00× | |
| 11 | Saarland | ~10K | 0.97× | |
| 12 | Baden-Württemberg | ~100K | 0.96× | |
| 13 | Hessen | ~70K | 0.92× | |
| 14 | Berlin | ~40K | 0.88× | |
| 15 | Hamburg | ~20K | 0.83× | |
| 16 | Bremen | ~7K | 0.76× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Sam Heughan audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Caitriona Balfe | Fashion & Accessoires | 364.26× | ||
| 02 | WE Fashion | Fashion & Accessoires | 310.47× | ||
| 03 | Monogatari (series) | Literature | 307.01× | ||
| 04 | Crock-Pot Slow Cooker | Food & Beverages | 235.64× | ||
| 05 | Lala Berlin | Fashion & Accessoires | 184.95× | ||
| 06 | Asia Commercial Bank | Business & Career | 181.61× | ||
| 07 | Cold cut | Food & Beverages | 122.78× | ||
| 08 | Michael Michalsky | Fashion & Accessoires | 106.30× | ||
| 09 | 43einhalb | Shopping | 105.65× | ||
| 10 | David Foster | Music & Radio | 87.16× | ||
| 11 | Asado | Food & Beverages | 64.11× | ||
| 12 | Scottish Highlands | Travel & Leisure | 32.88× | ||
| 13 | Cheddar cheese | Food & Beverages | 32.76× | ||
| 14 | Emmy Rossum | Movies & TV | 30.77× | ||
| 15 | Morena Baccarin | Movies & TV | 25.49× | ||
| 16 | Scotland | Travel & Leisure | 21.06× | ||
| 17 | Gil Ofarim | Music & Radio | 20.00× | ||
| 18 | Jeanette Biedermann | Music & Radio | 20.00× | ||
| 19 | Atlanta hip hop | Music & Radio | 20.00× | ||
| 20 | British hip hop | Music & Radio | 18.78× |
Personality of the Sam Heughan 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 |
|---|---|---|---|
| Pet Ownership | JOY | 2.04× | |
| Healthy Lifestyle | BALANCE | 2.01× | |
| Mindfulness | BALANCE | 1.99× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.09× | |
| Convenience Orientation | PREMIUM | 1.09× | |
| Patriotism | CONSERVATISM | 1.10× |
Frequently asked questions
How many fans does Sam Heughan have in Germany?
Sam Heughan has an estimated audience of 973,950 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sam Heughan fans?
84.2% of Sam Heughan fans are female, 15.8% are male, with an average age of 42.1 years.
Which brands do Sam Heughan fans like most?
Sam Heughan fans show strongest brand affinity for Caitriona Balfe (364.26×), WE Fashion (310.47×), and Lala Berlin (184.95×) over the country average.
Where do Sam Heughan fans live in Germany?
Sam Heughan fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.
What other brands do Sam Heughan fans also like?
Beyond Sam Heughan itself, the audience over-indexes on WE Fashion (310.47×), Lala Berlin (184.95×), Monogatari (series) (307.01×), and Crock-Pot Slow Cooker (235.64×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Sam Heughan. 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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