Rascasse Audience Intelligence

St. Pauli Audience in Germany

A data profile of the people who buy, follow and care about St. Pauli in Germany — modelled from more than twelve digital signal sources. St. Pauli has an estimated audience of 402,571 people in Germany.

#24among POI in Germany#1242among POI in Germany#1098in Travel & Leisure

The average St. Pauli fan in Germany is 39.6 years old, balanced, and lives primarily in Hamburg.

The audience is concentrated in Hamburg, Schleswig-Holstein, Niedersachsen.

Top brand affinities include Reeperbahn, VfL Osnabrück, Eurosport 2, with strongest over-indexing on Reeperbahn (30.23× the country average).

Demographically, the St. Pauli audience skews balanced with an average age of 39.6, and over-indexes on personality traits such as Need for Security, Risk Appetite.

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

The typical St. Pauli fan in Germany is balanced, around 39.6 years old, with strong Need for Security tendencies and a notable affinity for Reeperbahn.

Category: Travel & Leisure · Type: POI · Subtype: POI

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 St. Pauli profile in Germany.

Audience size
403K
in Germany
Gender
46.8%♀
53.2% male
Age
39.6
average years
Country rank
#13948
POI in Germany
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of St. Pauli fans

46.8% are female, 53.2% are male, average age 39.6.

Fig. 02

Gender split

46.8%
Female
53.2%
Male
Demographic split for St. Pauli audience in Germany
MetricValue
Female46.8%
Male53.2%
Average age39.6
Estimated audience size402,571
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the St. Pauli audience in Germany
Age bracketShare%
16-1917%
20-2918%
30-3922%
40-4926%
50+17%
Fig. 04

Worldwide distribution

7.8%

of the worldwide St. Pauli audience comes from Germany.

Worldwide audience distribution share by country for St. Pauli
CountryShare
Germany7.8%
France7.0%
Portugal6.4%
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 St. Pauli audience in Germany is strongest.

Fig. 05

Top regions by affinity

St. Pauli fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~70K7.57×
02Schleswig-Holstein~50K3.44×
03Niedersachsen~40K0.90×
04Mecklenburg-Vorpommern~5K0.69×
05Bremen~2K0.63×
06Berlin~7K0.38×
07Sachsen~6K0.30×
08Thüringen~3K0.30×
09Hessen~8K0.27×
10Sachsen-Anhalt~3K0.27×
11Brandenburg~3K0.26×
12Baden-Württemberg~10K0.24×
13Saarland~1K0.23×
14Nordrhein-Westfalen~20K0.22×
15Bayern~10K0.22×
16Rheinland-Pfalz~4K0.22×
Fig. 06

Affinity by region

Affinity by region — St. Pauli, Germany
0.22×1.00×7.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for St. Pauli audience
#·InterestCategoryAffinity×
01Eurosport 2Sports108.50×
02ReeperbahnTravel & Leisure30.23×
03VfL Wolfsburg (Frauen)Sports27.37×
04Krefeld PinguineSports20.00×
05Patti SmithMusic & Radio19.22×
06Syd BarrettMusic & Radio19.07×
07VfL OsnabrückSports18.84×
08FC Bayern München (Frauen)Sports18.57×
09KettcarMusic & Radio16.88×
10Kate BushMusic & Radio12.70×
11BeckMusic & Radio11.84×
12Karlsruher SCSports11.59×
13Cillian MurphyMovies & TV8.36×
14Eintracht BraunschweigSports8.18×
151. FC HeidenheimSports7.12×
16Hamburger SVSports4.37×
17TransfermarktSports3.25×
18TagesschauMovies & TV2.39×
19NatureHome & Garden2.00×
20FamilyKids & Family1.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the St. Pauli 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 St. Pauli audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.35×
Risk AppetiteTHRILL1.34×
Urban LifestyleOPEN1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by St. Pauli audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.63×
Sports ActivityPOWER0.75×
Luxury OrientationPREMIUM0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does St. Pauli have in Germany?

St. Pauli has an estimated audience of 402,571 people in Germany, concentrated in Hamburg and Schleswig-Holstein.

02

What is the gender split and age of St. Pauli fans?

46.8% of St. Pauli fans are female, 53.2% are male, with an average age of 39.6 years.

03

Which brands do St. Pauli fans like most?

St. Pauli fans show strongest brand affinity for Reeperbahn (30.23×), VfL Osnabrück (18.84×), and Eurosport 2 (108.5×) over the country average.

04

Where do St. Pauli fans live in Germany?

St. Pauli fans in Germany are most concentrated in Hamburg (reach ~70K), Schleswig-Holstein (reach ~50K), and Niedersachsen (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do St. Pauli fans also like?

Beyond St. Pauli itself, the audience over-indexes on VfL Osnabrück (18.84×), Eurosport 2 (108.5×), FC Bayern München (Frauen) (18.57×), and VfL Wolfsburg (Frauen) (27.37×) compared to the Germany average.

Appendix

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

More POI audiences in Germany

See St. Pauli audiences in other countries

How to read this data

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