Rascasse Audience Intelligence

Unicorn Audience in Germany

A data profile of the people who buy, follow and care about Unicorn in Germany — modelled from more than twelve digital signal sources. Unicorn has an estimated audience of 923,328 people in Germany.

#3319among Topic in Germany#182in Kids & Family

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 Halloween costume, Wale (rapper), Kurt Cobain, with strongest over-indexing on Halloween costume (35.4× 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, Extroversion.

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

The typical Unicorn fan in Germany is more female, around 33.7 years old, with strong Pet Ownership tendencies and a notable affinity for Halloween costume.

Category: Kids & Family · 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 Unicorn profile in Germany.

Audience size
923K
in Germany
Gender
75.5%♀
24.5% male
Age
33.7
average years
Country rank
#6993
Topic in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Unicorn fans

75.5% are female, 24.5% are male, average age 33.7.

Fig. 02

Gender split

75.5%
Female
24.5%
Male
Demographic split for Unicorn audience in Germany
MetricValue
Female75.5%
Male24.5%
Average age33.7
Estimated audience size923,328
Fig. 03

Age distribution

Ø 33.7
average years
Age distribution of the Unicorn audience in Germany
Age bracketShare%
16-1930%
20-2924%
30-3922%
40-4916%
50+8%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Unicorn audience comes from Germany.

Worldwide audience distribution share by country for Unicorn
CountryShare
United States33.6%
United Kingdom6.7%
Germany3.5%
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 Unicorn audience in Germany is strongest.

Fig. 05

Top regions by affinity

Unicorn fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~300K2.23×
02Hessen~90K1.26×
03Berlin~50K1.16×
04Hamburg~20K1.08×
05Bayern~200K1.06×
06Schleswig-Holstein~40K1.06×
07Rheinland-Pfalz~50K1.04×
08Nordrhein-Westfalen~200K0.97×
09Bremen~7K0.95×
10Niedersachsen~80K0.84×
11Saarland~10K0.84×
12Brandenburg~20K0.81×
13Sachsen~40K0.80×
14Thüringen~20K0.78×
15Sachsen-Anhalt~20K0.73×
16Mecklenburg-Vorpommern~10K0.73×
Fig. 06

Affinity by region

Affinity by region — Unicorn, Germany
0.73×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Unicorn audience
#·InterestCategoryAffinity×
01Halloween costumeKids & Family35.40×
02Wale (rapper)Music & Radio20.00×
03Brenda SongFashion & Accessoires20.00×
04MonumentsMusic & Radio20.00×
05SepulturaMusic & Radio20.00×
06High School DxDMovies & TV14.52×
07Kurt CobainMusic & Radio11.80×
08Chester BenningtonMusic & Radio9.15×
09NellyMusic & Radio8.85×
10Teddy bearKids & Family8.01×
11Amanda SeyfriedMovies & TV6.84×
12Gift wrappingHome & Garden5.27×
13Dua LipaMusic & Radio4.85×
14Gift cardShopping3.55×
15Alles was zähltMovies & TV2.81×
16DeichmannShopping2.11×
17Netto Marken-DiscountShopping2.04×
18TagesschauMovies & TV1.83×
19Helene FischerMusic & Radio1.69×
20Harry PotterMovies & TV1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Unicorn 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 Unicorn audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.80×
ExtroversionTHRILL1.41×
Community OrientationOPEN1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Unicorn audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.73×
Sports ActivityPOWER0.74×
Career OrientationPOWER0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Unicorn fans like most?

Unicorn fans show strongest brand affinity for Halloween costume (35.4×), Wale (rapper) (20×), and Kurt Cobain (11.8×) over the country average.

04

Where do Unicorn fans live in Germany?

Unicorn fans in Germany are most concentrated in Baden-Württemberg (reach ~300K), Nordrhein-Westfalen (reach ~200K), and Bayern (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Unicorn fans also like?

Beyond Unicorn itself, the audience over-indexes on Wale (rapper) (20×), Kurt Cobain (11.8×), Teddy bear (8.01×), and Brenda Song (20×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Unicorn audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →