Rascasse Audience Intelligence

Swedish language Audience in Germany

A data profile of the people who buy, follow and care about Swedish language in Germany — modelled from more than twelve digital signal sources. Swedish language has an estimated audience of 925,332 people in Germany.

#24among Language in Germany#3315among Topic in Germany#313in Politics & Society

The average Swedish language fan in Germany is 41.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Tagesschau, Do it yourself (DIY), TK Maxx, with strongest over-indexing on Tagesschau (2.2× the country average).

Demographically, the Swedish language audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Sustainability, Design Affinity.

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

The typical Swedish language fan in Germany is more female, around 41.7 years old, with strong Sustainability tendencies and a notable affinity for Tagesschau.

Category: Politics & Society · Type: Topic · Subtype: Language

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 Swedish language profile in Germany.

Audience size
925K
in Germany
Gender
76.0%♀
24.0% male
Age
41.7
average years
Country rank
#6983
Topic in Germany
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Swedish language fans

76.0% are female, 24.0% are male, average age 41.7.

Fig. 02

Gender split

76.0%
Female
24.0%
Male
Demographic split for Swedish language audience in Germany
MetricValue
Female76.0%
Male24.0%
Average age41.7
Estimated audience size925,332
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Swedish language audience in Germany
Age bracketShare%
16-1913%
20-2918%
30-3920%
40-4926%
50+23%
Fig. 04

Worldwide distribution

9.6%

of the worldwide Swedish language audience comes from Germany.

Worldwide audience distribution share by country for Swedish language
CountryShare
Sweden42.9%
Finland10.8%
Germany9.6%
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 Swedish language audience in Germany is strongest.

Fig. 05

Top regions by affinity

Swedish language fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~30K1.21×
02Mecklenburg-Vorpommern~20K1.17×
03Schleswig-Holstein~40K1.12×
04Berlin~50K1.10×
05Bremen~8K1.06×
06Hessen~70K1.02×
07Niedersachsen~90K1.00×
08Bayern~100K0.97×
09Sachsen~40K0.97×
10Nordrhein-Westfalen~200K0.96×
11Saarland~10K0.96×
12Baden-Württemberg~100K0.95×
13Brandenburg~30K0.95×
14Thüringen~20K0.92×
15Rheinland-Pfalz~40K0.91×
16Sachsen-Anhalt~20K0.90×
Fig. 06

Affinity by region

Affinity by region — Swedish language, Germany
0.90×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Swedish language audience
#·InterestCategoryAffinity×
01HelsinkiTravel & Leisure7.07×
02ScandinaviaTravel & Leisure4.54×
03Charlotte TilburyBeauty & Wellness4.41×
04FIS Alpine Ski World CupSports3.98×
05CalzedoniaFashion & Accessoires3.97×
06Face powderBeauty & Wellness3.70×
07Eyelash extensionsBeauty & Wellness3.26×
08RTL TelevisionMovies & TV2.80×
09PrimarkShopping2.45×
10Sex and the CityMovies & TV2.43×
11TK MaxxShopping2.28×
12TagesschauMovies & TV2.20×
13HermèsFashion & Accessoires2.10×
14Do it yourself (DIY)Home & Garden2.08×
15QVCMovies & TV2.04×
16FocusNews1.97×
17Müller (company)Food & Beverages1.79×
18RyanairTravel & Leisure1.61×
19KitchenHome & Garden1.57×
20TransfermarktSports1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Swedish language 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 Swedish language audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.45×
Design AffinityPREMIUM1.39×
DIY MentalityTHRILL1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Swedish language audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.83×
Sports ActivityPOWER0.85×
Social Media UsageJOY0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Swedish language have in Germany?

Swedish language has an estimated audience of 925,332 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Swedish language fans?

76.0% of Swedish language fans are female, 24.0% are male, with an average age of 41.7 years.

03

Which brands do Swedish language fans like most?

Swedish language fans show strongest brand affinity for Tagesschau (2.2×), Do it yourself (DIY) (2.08×), and TK Maxx (2.28×) over the country average.

04

Where do Swedish language fans live in Germany?

Swedish language fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Swedish language fans also like?

Beyond Swedish language itself, the audience over-indexes on Do it yourself (DIY) (2.08×), TK Maxx (2.28×), Scandinavia (4.54×), and RTL Television (2.8×) compared to the Germany average.

Appendix

Explore more audiences

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

More Language audiences in Germany

See Swedish language audiences in other countries

How to read this data

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