Rascasse Audience Intelligence

Sleep Audience in Germany

A data profile of the people who buy, follow and care about Sleep in Germany — modelled from more than twelve digital signal sources. Sleep has an estimated audience of 5,169,150 people in Germany.

#629among Topic in Germany#26in Health

The average Sleep fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Homeschooling, Mattress, Kitchen, with strongest over-indexing on Homeschooling (7.97× the country average).

Demographically, the Sleep audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Design Affinity, Mindfulness.

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

The typical Sleep fan in Germany is more female, around 39.5 years old, with strong Design Affinity tendencies and a notable affinity for Homeschooling.

Category: Health · Type: Topic

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 Sleep profile in Germany.

Audience size
5.2M
in Germany
Gender
68.2%♀
31.8% male
Age
39.5
average years
Country rank
#1013
Topic in Germany
Fig. 01

Search interest · 12-month trend

+61%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sleep fans

68.2% are female, 31.8% are male, average age 39.5.

Fig. 02

Gender split

68.2%
Female
31.8%
Male
Demographic split for Sleep audience in Germany
MetricValue
Female68.2%
Male31.8%
Average age39.5
Estimated audience size5,169,150
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Sleep audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3921%
40-4922%
50+19%
Fig. 04

Worldwide distribution

2.1%

of the worldwide Sleep audience comes from Germany.

Worldwide audience distribution share by country for Sleep
CountryShare
United States23.2%
Japan7.8%
United Kingdom5.4%
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 Sleep audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sleep fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~200K1.13×
02Hessen~400K1.11×
03Sachsen~300K1.08×
04Sachsen-Anhalt~100K1.08×
05Thüringen~100K1.07×
06Mecklenburg-Vorpommern~100K1.04×
07Niedersachsen~500K1.01×
08Nordrhein-Westfalen~1M1.00×
09Berlin~200K1.00×
10Bremen~40K1.00×
11Rheinland-Pfalz~300K0.97×
12Baden-Württemberg~700K0.96×
13Bayern~800K0.95×
14Saarland~60K0.95×
15Schleswig-Holstein~200K0.90×
16Hamburg~100K0.88×
Fig. 06

Affinity by region

Affinity by region — Sleep, Germany
0.88×1.00×1.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sleep audience
#·InterestCategoryAffinity×
01HomeschoolingPolitics & Society7.97×
02Bett1Home & Garden4.92×
03MattressHome & Garden4.86×
04Bedroom furnitureHome & Garden4.43×
05Bed sheetHome & Garden3.45×
06NeuroscienceBusiness & Career3.42×
07VolunteeringPolitics & Society3.01×
08PillowHome & Garden2.90×
09Real propertyHome & Garden2.65×
10KitchenHome & Garden2.58×
11High schoolBusiness & Career2.55×
12Google NewsNews2.50×
13RefrigeratorHome & Garden2.29×
14FocusNews1.95×
15Musical instrumentMusic & Radio1.88×
16French BulldogPets & Animals1.87×
17LodgingTravel & Leisure1.84×
18FlowerHome & Garden1.81×
19TagesschauMovies & TV1.75×
20Netto Marken-DiscountShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sleep 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 Sleep audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.56×
MindfulnessBALANCE1.47×
IndulgenceJOY1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sleep audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.86×
Career OrientationPOWER0.94×
Pet OwnershipJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sleep have in Germany?

Sleep has an estimated audience of 5,169,150 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Sleep fans?

68.2% of Sleep fans are female, 31.8% are male, with an average age of 39.5 years.

03

Which brands do Sleep fans like most?

Sleep fans show strongest brand affinity for Homeschooling (7.97×), Mattress (4.86×), and Kitchen (2.58×) over the country average.

04

Where do Sleep fans live in Germany?

Sleep fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Sleep fans also like?

Beyond Sleep itself, the audience over-indexes on Mattress (4.86×), Kitchen (2.58×), Bedroom furniture (4.43×), and Tagesschau (1.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Health audiences in Germany

See Sleep audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →