Rascasse Audience Intelligence

Sports betting Audience in Germany

A data profile of the people who buy, follow and care about Sports betting in Germany — modelled from more than twelve digital signal sources. Sports betting has an estimated audience of 2,049,325 people in Germany.

#1897among Topic in Germany#83in Games

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 Urban Lifestyle, Career Orientation.

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

The typical Sports betting fan in Germany is more male, around 37.3 years old, with strong Urban Lifestyle tendencies and a notable affinity for Betano.

Category: Games · 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 Sports betting profile in Germany.

Audience size
2M
in Germany
Gender
23.5%♀
76.5% male
Age
37.3
average years
Country rank
#3279
Topic in Germany
Fig. 01

Search interest · 12-month trend

-29%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sports betting fans

23.5% are female, 76.5% are male, average age 37.3.

Fig. 02

Gender split

23.5%
Female
76.5%
Male
Demographic split for Sports betting audience in Germany
MetricValue
Female23.5%
Male76.5%
Average age37.3
Estimated audience size2,049,325
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Sports betting audience in Germany
Age bracketShare%
16-1924%
20-2921%
30-3919%
40-4919%
50+17%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Sports betting audience comes from Germany.

Worldwide audience distribution share by country for Sports betting
CountryShare
United States13.6%
India12.1%
United Kingdom8.5%
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 Sports betting audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sports betting fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~200K1.51×
02Rheinland-Pfalz~100K1.29×
03Berlin~100K1.16×
04Thüringen~60K1.12×
05Nordrhein-Westfalen~500K1.11×
06Saarland~30K1.11×
07Bremen~20K1.11×
08Baden-Württemberg~300K1.05×
09Hamburg~50K1.03×
10Bayern~300K0.97×
11Sachsen-Anhalt~50K0.91×
12Sachsen~90K0.90×
13Brandenburg~50K0.85×
14Schleswig-Holstein~60K0.84×
15Mecklenburg-Vorpommern~30K0.84×
16Niedersachsen~200K0.79×
Fig. 06

Affinity by region

Affinity by region — Sports betting, Germany
0.79×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sports betting audience
#·InterestCategoryAffinity×
01BookmakerGames41.64×
02Lockheed MartinCars & Mobility35.36×
03BetanoGames21.72×
04Live eventsMusic & Radio3.52×
05GermanyTravel & Leisure3.40×
06Food and drinkFood & Beverages3.24×
07TagesschauMovies & TV3.17×
08ShoppingShopping3.15×
09Consumer electronicsTechnology & Electronics3.14×
10MoviesMovies & TV3.06×
11Sports and outdoorsSports3.00×
12FoodFood & Beverages2.98×
13MusicBusiness & Career2.96×
14Outdoor recreationSports2.96×
15Arts and musicArts & Culture2.91×
16ReadingLiterature2.88×
17Family and relationshipsKids & Family2.84×
18BeautyBeauty & Wellness2.82×
19DesignHome & Garden2.80×
20ClothingFashion & Accessoires2.76×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sports betting 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 Sports betting audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN2.08×
Career OrientationPOWER2.06×
IndividualismJOY1.94×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sports betting audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.38×
Quality AwarenessPREMIUM0.45×
DIY MentalityTHRILL0.50×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Sports betting fans live in Germany?

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

05

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.

Appendix

Explore more audiences

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

More Games audiences in Germany

See Sports betting audiences in other countries

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.

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