Unicorn Audience in Germany
Unicorn has an estimated audience of 923,328 people in Germany. 75.5% are female, 24.5% are male, average age 33.7. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: Rossmann, Huck (magazine), Home Office, Istanbul Aydın University, Saving.
The average Unicorn fan in Germany is 33.7 years old, more female, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities include Rossmann, Huck (magazine), Home Office, with strongest over-indexing on Rossmann (2.12× the country average). Demographically, the Unicorn audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Pet Ownership, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic
Demographics of Unicorn fans
| Metric | Value |
|---|---|
| Female | 75.5% |
| Male | 24.5% |
| Average age | 33.7 |
| Estimated audience size | 923,328 |
Audience persona
The typical Unicorn fan in Germany is more female, around 33.7 years old, with strong Pet Ownership tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 307,013 | 2.44× |
| Nordrhein-Westfalen | 204,505 | 1.01× |
| Bayern | 168,718 | 1.14× |
| Hessen | 93,469 | 1.33× |
| Niedersachsen | 76,483 | 0.85× |
| Berlin | 52,286 | 1.27× |
| Rheinland-Pfalz | 46,939 | 1.01× |
| Sachsen | 35,949 | 0.79× |
| Schleswig-Holstein | 27,146 | 0.82× |
| Brandenburg | 23,030 | 0.8× |
| Hamburg | 19,773 | 0.95× |
| Thüringen | 16,861 | 0.72× |
| Sachsen-Anhalt | 14,795 | 0.62× |
| Mecklenburg-Vorpommern | 10,565 | 0.6× |
| Saarland | 8,458 | 0.75× |
| Bremen | 7,161 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 2.12× | Shopping |
| Huck (magazine) | 18.44× | Internet & Social Media |
| Home Office | 1.97× | Business & Career |
| Istanbul Aydın University | 20× | Business & Career |
| Saving | 1.69× | Business & Career |
| KLIX (AM) | 2.89× | Music & Radio |
| Time (magazine) | 1.97× | News |
| N'Golo Kanté | 5.05× | Sports |
| Israel | 1.79× | Travel & Leisure |
| Celtic mythology | 4.58× | Arts & Culture |
| Mülheim | 2.98× | Travel & Leisure |
| Este, Veneto | 2.09× | Travel & Leisure |
| Guédelon Castle | 8.84× | Travel & Leisure |
| Palestine Polytechnic University | 8.36× | Business & Career |
| Home Delivery | 1.98× | Food & Beverages |
| Hotel Vier Jahreszeiten Kempinski | 10.65× | Travel & Leisure |
| Picnic | 2.05× | Kids & Family |
| Horb am Neckar | 4.44× | Travel & Leisure |
| myDealZ | 1.53× | Shopping |
| Bank account | 1.54× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 1.63 |
| LGBTQ+ Identity | OPEN | 1.41 |
| Healthy Lifestyle | BALANCE | 1.29 |
| Price Sensitivity | PREMIUM | 1.21 |
| Creativity | OPEN | 1.17 |
| Indulgence | JOY | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.7% |
| United Kingdom | 6.7% |
| Germany | 3.5% |
See Unicorn audiences in other countries
More Kids & Family 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 Unicorn have in Germany?
Unicorn has an estimated audience of 923,328 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Unicorn fans?
75.5% of Unicorn fans are female, 24.5% are male, with an average age of 33.7 years.
Which brands do Unicorn fans like most?
Unicorn fans show strongest brand affinity for Rossmann (2.12×), Huck (magazine) (18.44×), and Home Office (1.97×) over the country average.
Where do Unicorn fans live in Germany?
Unicorn fans in Germany are most concentrated in Baden-Württemberg (reach 307,013), Nordrhein-Westfalen (reach 204,505), and Bayern (reach 168,718). These three regions account for the largest share of the active audience.
What other brands do Unicorn fans also like?
Beyond Unicorn itself, the audience over-indexes on Huck (magazine) (18.44×), Home Office (1.97×), Istanbul Aydın University (20×), and Saving (1.69×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Unicorn. 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.