Sports betting Audience in Germany
Sports betting has an estimated audience of 2,049,325 people in Germany. 23.5% are female, 76.5% are male, average age 37.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Betano, Food and drink, Germany, Live events, Shopping.
The average Sports betting fan in Germany is 37.3 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Betano, Food and drink, Germany, with strongest over-indexing on Betano (21.72× the country average). Demographically, the Sports betting audience skews more male with an average age of 37.3, and over-indexes on personality traits such as Indulgence, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Games · Type: Topic
Demographics of Sports betting fans
| Metric | Value |
|---|---|
| Female | 23.5% |
| Male | 76.5% |
| Average age | 37.3 |
| Estimated audience size | 2,049,325 |
Audience persona
The typical Sports betting fan in Germany is more male, around 37.3 years old, with strong Indulgence tendencies and a notable affinity for Betano.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 451,025 | 1.01× |
| Bayern | 338,260 | 1.03× |
| Baden-Württemberg | 281,412 | 1.01× |
| Hessen | 261,572 | 1.67× |
| Niedersachsen | 152,260 | 0.77× |
| Berlin | 125,682 | 1.37× |
| Rheinland-Pfalz | 90,095 | 0.88× |
| Sachsen | 85,910 | 0.85× |
| Schleswig-Holstein | 56,522 | 0.77× |
| Thüringen | 54,963 | 1.05× |
| Brandenburg | 51,206 | 0.81× |
| Sachsen-Anhalt | 45,092 | 0.85× |
| Hamburg | 44,322 | 0.96× |
| Saarland | 28,843 | 1.15× |
| Mecklenburg-Vorpommern | 27,449 | 0.7× |
| Bremen | 23,659 | 1.35× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Betano | 21.72× | Games |
| Food and drink | 3.24× | Food & Beverages |
| Germany | 3.4× | Travel & Leisure |
| Live events | 3.52× | Music & Radio |
| Shopping | 3.15× | Shopping |
| Sports and outdoors | 3× | Sports |
| Consumer electronics | 3.14× | Technology & Electronics |
| Music | 2.96× | Business & Career |
| Arts and music | 2.91× | Arts & Culture |
| Food | 2.98× | Food & Beverages |
| Movies | 3.06× | Movies & TV |
| Outdoor recreation | 2.96× | Sports |
| Reading | 2.88× | Literature |
| Lockheed Martin | 35.36× | Cars & Mobility |
| Clothing | 2.76× | Fashion & Accessoires |
| Tagesschau | 3.17× | Movies & TV |
| Design | 2.8× | Home & Garden |
| Beauty | 2.82× | Beauty & Wellness |
| Bookmaker | 41.64× | Games |
| Family and relationships | 2.84× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.4 |
| Career Orientation | POWER | 1.36 |
| Luxury Orientation | PREMIUM | 1.22 |
| Patriotism | CONSERVATISM | 1.19 |
| Early Adopter Mentality | POWER | 1.18 |
| Social Media Usage | JOY | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 13.6% |
| India | 12.1% |
| United Kingdom | 8.5% |
See Sports betting audiences in other countries
More Games audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Sports betting have in Germany?
Sports betting has an estimated audience of 2,049,325 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sports betting fans?
23.5% of Sports betting fans are female, 76.5% are male, with an average age of 37.3 years.
Which brands do Sports betting fans like most?
Sports betting fans show strongest brand affinity for Betano (21.72×), Food and drink (3.24×), and Germany (3.4×) over the country average.
Where do Sports betting fans live in Germany?
Sports betting fans in Germany are most concentrated in Nordrhein-Westfalen (reach 451,025), Bayern (reach 338,260), and Baden-Württemberg (reach 281,412). These three regions account for the largest share of the active audience.
What other brands do Sports betting fans also like?
Beyond Sports betting itself, the audience over-indexes on Food and drink (3.24×), Germany (3.4×), Live events (3.52×), and Shopping (3.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sports betting. 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.