Rascasse Audience Intelligence

Scotland Audience in Germany

A data profile of the people who buy, follow and care about Scotland in Germany — modelled from more than twelve digital signal sources. Scotland has an estimated audience of 2,071,911 people in Germany.

#36among Region in Germany#199among POI in Germany#259in Travel & Leisure

The average Scotland fan in Germany is 42.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Sam Heughan, WE Fashion, Tagesschau, with strongest over-indexing on Sam Heughan (21.06× the country average).

Demographically, the Scotland audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Tradition, Quality Awareness.

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

The typical Scotland fan in Germany is balanced, around 42.2 years old, with strong Tradition tendencies and a notable affinity for Sam Heughan.

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 Scotland profile in Germany.

Audience size
2.1M
in Germany
Gender
48.5%♀
51.5% male
Age
42.2
average years
Country rank
#3239
POI in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Scotland fans

48.5% are female, 51.5% are male, average age 42.2.

Fig. 02

Gender split

48.5%
Female
51.5%
Male
Demographic split for Scotland audience in Germany
MetricValue
Female48.5%
Male51.5%
Average age42.2
Estimated audience size2,071,911
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Scotland audience in Germany
Age bracketShare%
16-1912%
20-2917%
30-3921%
40-4926%
50+24%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Scotland audience comes from Germany.

Worldwide audience distribution share by country for Scotland
CountryShare
United Kingdom27.8%
United States17.1%
Germany3.5%
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 Scotland audience in Germany is strongest.

Fig. 05

Top regions by affinity

Scotland fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~500K1.18×
02Baden-Württemberg~300K1.14×
03Bayern~400K1.11×
04Hessen~200K1.03×
05Rheinland-Pfalz~100K1.03×
06Schleswig-Holstein~80K1.03×
07Niedersachsen~200K1.00×
08Thüringen~50K1.00×
09Sachsen~100K0.99×
10Saarland~30K0.99×
11Brandenburg~60K0.96×
12Hamburg~40K0.94×
13Berlin~90K0.93×
14Bremen~20K0.92×
15Mecklenburg-Vorpommern~40K0.91×
16Sachsen-Anhalt~50K0.88×
Fig. 06

Affinity by region

Affinity by region — Scotland, Germany
0.88×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scotland audience
#·InterestCategoryAffinity×
01Sam HeughanMovies & TV21.06×
02KiltFashion & Accessoires18.57×
03Dracula UntoldMovies & TV13.53×
04Chivas RegalFood & Beverages13.22×
05WE FashionFashion & Accessoires7.90×
06Malt whiskyFood & Beverages5.52×
07Scotch whiskyFood & Beverages5.04×
08Single malt whiskyFood & Beverages4.64×
09Crime fictionLiterature2.83×
10WhiskyFood & Beverages2.65×
11NDRMovies & TV2.63×
12Robert RedfordMovies & TV2.59×
13WalkingSports2.59×
14SatireLiterature2.55×
15HugendubelShopping2.20×
16DessertsFood & Beverages1.89×
17TattoosFashion & Accessoires1.88×
18Müller (company)Food & Beverages1.71×
19TagesschauMovies & TV1.68×
20TransfermarktSports1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scotland 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 Scotland audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.59×
Quality AwarenessPREMIUM1.59×
ExtroversionTHRILL1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scotland audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.69×
Sports ActivityPOWER0.86×
Family OrientationCONSERVATISM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scotland have in Germany?

Scotland has an estimated audience of 2,071,911 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Scotland fans?

48.5% of Scotland fans are female, 51.5% are male, with an average age of 42.2 years.

03

Which brands do Scotland fans like most?

Scotland fans show strongest brand affinity for Sam Heughan (21.06×), WE Fashion (7.9×), and Tagesschau (1.68×) over the country average.

04

Where do Scotland fans live in Germany?

Scotland fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Scotland fans also like?

Beyond Scotland itself, the audience over-indexes on WE Fashion (7.9×), Tagesschau (1.68×), Kilt (18.57×), and Chivas Regal (13.22×) 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 Scotland audiences in other countries

How to read this data

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