Rascasse Audience Intelligence

Steam Target Market in Germany

A data profile of the people who buy, follow and care about Steam in Germany — modelled from more than twelve digital signal sources. Steam has an estimated audience of 6,254,082 people in Germany.

#103among Brand in Germany#15in Games

The average Steam fan in Germany is 32.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Twitch, Epic Games, Mobile game, with strongest over-indexing on Twitch (6.63× the country average).

Demographically, the Steam audience skews more male with an average age of 32.3, and over-indexes on personality traits such as Early Adopter Mentality, Social Media Usage.

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

The typical Steam fan in Germany is more male, around 32.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Twitch.

Category: Games · Type: Brand

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 Steam profile in Germany.

Audience size
6.3M
in Germany
Gender
31.8%♀
68.2% male
Age
32.3
average years
Country rank
#753
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Steam

31.8% are female, 68.2% are male, average age 32.3.

Fig. 02

Gender split

31.8%
Female
68.2%
Male
Demographic split for Steam audience in Germany
MetricValue
Female31.8%
Male68.2%
Average age32.3
Estimated audience size6,254,082
Fig. 03

Age distribution

Ø 32.3
average years
Age distribution of the Steam audience in Germany
Age bracketShare%
16-1938%
20-2922%
30-3918%
40-4913%
50+9%
Fig. 04

Worldwide distribution

4.9%

of the worldwide Steam audience comes from Germany.

Worldwide audience distribution share by country for Steam
CountryShare
United States13.2%
China9.2%
Japan8.0%
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 Steam audience in Germany is strongest.

Fig. 05

Top regions by affinity

Steam customers by region in Germany
#RegionReachAffinity×
01Sachsen~300K1.10×
02Niedersachsen~700K1.09×
03Schleswig-Holstein~200K1.08×
04Sachsen-Anhalt~200K1.06×
05Bremen~60K1.06×
06Hessen~500K1.05×
07Thüringen~200K1.04×
08Nordrhein-Westfalen~1.5M1.03×
09Brandenburg~200K1.02×
10Mecklenburg-Vorpommern~100K0.99×
11Berlin~300K0.97×
12Rheinland-Pfalz~300K0.95×
13Bayern~900K0.91×
14Saarland~70K0.91×
15Baden-Württemberg~800K0.88×
16Hamburg~100K0.88×
Fig. 06

Affinity by region

Affinity by region — Steam, Germany
0.88×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Steam audience
#·InterestCategoryAffinity×
01Epic GamesGames8.82×
02Counter-Strike: Global OffensiveGames8.49×
03TwitchGames6.63×
04League of LegendsGames6.63×
05Call of DutyGames6.21×
06World of WarcraftGames5.96×
07Electronic sportsSports5.92×
08Strategy video gameGames5.64×
09FortniteGames5.18×
10Gaming computerTechnology & Electronics5.11×
11Massively multiplayer online gamesGames5.05×
12Mobile gameGames4.83×
13Strategy gamesGames4.73×
14Real-time strategyGames4.56×
15Massively multiplayer online role-playing gamesGames4.51×
16Action gamesGames3.51×
17SmartphonesTechnology & Electronics2.08×
18TikTokInternet & Social Media1.89×
19BildNews1.86×
20FC Bayern MunichSports1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Steam 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 Steam audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.56×
Social Media UsageJOY1.91×
DIY MentalityTHRILL1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Steam audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.43×
Design AffinityPREMIUM0.65×
Pet OwnershipJOY0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Steam's target market in Germany?

Steam's target market in Germany covers an estimated 6,254,082 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Steam customers?

31.8% of the Steam audience are female, 68.2% are male, with an average age of 32.3 years.

03

Which brands do Steam fans like most?

Steam fans show strongest brand affinity for Twitch (6.63×), Epic Games (8.82×), and Mobile game (4.83×) over the country average.

04

Where do Steam fans live in Germany?

Steam fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Steam fans also like?

Beyond Steam itself, the audience over-indexes on Epic Games (8.82×), Mobile game (4.83×), Counter-Strike: Global Offensive (8.49×), and League of Legends (6.63×) 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 Steam audiences in other countries

How to read this data

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