Spiegel Online Audience in Germany
A data profile of the people who buy, follow and care about Spiegel Online in Germany — modelled from more than twelve digital signal sources. Spiegel Online has an estimated audience of 9,247,518 people in Germany.
Spiegel Online fans in Germany are concentrated in Nordrhein-Westfalen, with strong brand affinity for Harry Potter.
The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern.
Top brand affinities include Harry Potter, Toddler, Airbnb, with strongest over-indexing on Harry Potter (1.55× the country average).
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Spiegel Online fan in Germany shows strong Design Affinity tendencies and a notable affinity for Harry Potter.
At a glance
The key figures that characterise the Spiegel Online profile in Germany.
Search interest · 12-month trend
Audience demographics of Spiegel Online
Gender split
| Metric | Value |
|---|---|
| Estimated audience size | 9,247,518 |
Worldwide distribution
of the worldwide Spiegel Online audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 85.6% |
| Switzerland | 2.2% |
| Austria | 1.8% |
Geography
Where the Spiegel Online audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Schleswig-Holstein | ~500K | 1.37× | |
| 02 | Hamburg | ~300K | 1.33× | |
| 03 | Bremen | ~100K | 1.20× | |
| 04 | Berlin | ~500K | 1.16× | |
| 05 | Baden-Württemberg | ~1.5M | 1.15× | |
| 06 | Niedersachsen | ~1M | 1.05× | |
| 07 | Hessen | ~800K | 1.04× | |
| 08 | Rheinland-Pfalz | ~500K | 1.00× | |
| 09 | Saarland | ~100K | 0.99× | |
| 10 | Bayern | ~1.5M | 0.95× | |
| 11 | Nordrhein-Westfalen | ~2M | 0.93× | |
| 12 | Brandenburg | ~300K | 0.92× | |
| 13 | Mecklenburg-Vorpommern | ~200K | 0.86× | |
| 14 | Sachsen | ~400K | 0.79× | |
| 15 | Thüringen | ~200K | 0.65× | |
| 16 | Sachsen-Anhalt | ~200K | 0.61× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Spiegel Online audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing machine | Home & Garden | 2.43× | ||
| 02 | Danish design | Home & Garden | 2.26× | ||
| 03 | Home Decoration & Design | Home & Garden | 2.17× | ||
| 04 | Toddler | Kids & Family | 2.10× | ||
| 05 | Crochet | Home & Garden | 2.03× | ||
| 06 | Houseplant | Home & Garden | 2.02× | ||
| 07 | Knitting | Home & Garden | 1.92× | ||
| 08 | Baby food | Kids & Family | 1.92× | ||
| 09 | Sewing | Home & Garden | 1.88× | ||
| 10 | Vegetarian cuisine | Food & Beverages | 1.82× | ||
| 11 | Self-love | Health | 1.80× | ||
| 12 | Small business | Business & Career | 1.79× | ||
| 13 | Local food | Food & Beverages | 1.75× | ||
| 14 | Healthy diet | Health | 1.67× | ||
| 15 | Dog lovers | Pets & Animals | 1.67× | ||
| 16 | Airbnb | Travel & Leisure | 1.66× | ||
| 17 | Stranger Things | Movies & TV | 1.64× | ||
| 18 | Livemusic | Music & Radio | 1.64× | ||
| 19 | Dog food | Pets & Animals | 1.56× | ||
| 20 | Harry Potter | Movies & TV | 1.55× |
Personality of the Spiegel Online 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 |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.39× | |
| Creativity | OPEN | 1.38× | |
| Sustainability | BALANCE | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.57× | |
| Urban Lifestyle | OPEN | 0.63× | |
| Individualism | JOY | 0.66× |
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More News audiences in Germany
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See Spiegel Online audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Spiegel Online. 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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