Rascasse Audience Intelligence

Upgrade Audience in Germany

A data profile of the people who buy, follow and care about Upgrade in Germany — modelled from more than twelve digital signal sources. Upgrade has an estimated audience of 1,668,881 people in Germany.

#2224among Topic in Germany#319in Travel & Leisure

The average Upgrade fan in Germany is 43.0 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Helen Mirren, Mission: Impossible, Bourne (film series), with strongest over-indexing on Helen Mirren (64.83× the country average).

Demographically, the Upgrade audience skews balanced with an average age of 43.0, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Upgrade fan in Germany is balanced, around 43.0 years old, with strong Need for Security tendencies and a notable affinity for Helen Mirren.

Category: Travel & Leisure · 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 Upgrade profile in Germany.

Audience size
1.7M
in Germany
Gender
47.2%♀
52.8% male
Age
43.0
average years
Country rank
#4019
Topic in Germany
Fig. 01

Search interest · 12-month trend

-6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Upgrade fans

47.2% are female, 52.8% are male, average age 43.0.

Fig. 02

Gender split

47.2%
Female
52.8%
Male
Demographic split for Upgrade audience in Germany
MetricValue
Female47.2%
Male52.8%
Average age43.0
Estimated audience size1,668,881
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the Upgrade audience in Germany
Age bracketShare%
16-199%
20-2918%
30-3922%
40-4927%
50+24%
Fig. 04

Worldwide distribution

32.4%

of the worldwide Upgrade audience comes from Germany.

Worldwide audience distribution share by country for Upgrade
CountryShare
Germany32.4%
Brazil15.5%
Netherlands11.3%
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 Upgrade audience in Germany is strongest.

Fig. 05

Top regions by affinity

Upgrade fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~100K1.17×
02Nordrhein-Westfalen~400K1.06×
03Thüringen~40K1.05×
04Saarland~20K1.05×
05Baden-Württemberg~200K1.02×
06Rheinland-Pfalz~80K1.01×
07Bayern~300K1.00×
08Bremen~10K1.00×
09Sachsen~80K0.99×
10Berlin~70K0.99×
11Niedersachsen~200K0.98×
12Hamburg~40K0.98×
13Brandenburg~50K0.95×
14Schleswig-Holstein~60K0.94×
15Sachsen-Anhalt~40K0.93×
16Mecklenburg-Vorpommern~30K0.93×
Fig. 06

Affinity by region

Affinity by region — Upgrade, Germany
0.93×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Upgrade audience
#·InterestCategoryAffinity×
01Bourne (film series)Movies & TV102.16×
02Helen MirrenMovies & TV64.83×
03Pacific Rim (film)Movies & TV57.32×
04John Wick 2Movies & TV54.27×
05Tyrese GibsonMusic & Radio43.65×
06Mission: ImpossibleMovies & TV43.28×
07The Man in the High CastleMovies & TV33.34×
08Oblivion (2013 film)Movies & TV20.00×
09Paul WalkerMovies & TV20.00×
10Anya Taylor-JoyMovies & TV20.00×
11John WayneMovies & TV20.00×
12Michelle RodriguezMovies & TV20.00×
13Vin DieselMovies & TV19.77×
14Brie LarsonMovies & TV19.25×
15NellyMusic & Radio19.06×
16Hugh JackmanMovies & TV18.99×
17JumanjiMovies & TV18.19×
18Rambo (film series)Movies & TV17.70×
19Meg RyanMovies & TV16.12×
20Christoph WaltzMovies & TV13.95×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Upgrade 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 Upgrade audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.49×
PatriotismCONSERVATISM1.31×
Quality AwarenessPREMIUM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Upgrade audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.72×
IndividualismJOY0.76×
Sports ActivityPOWER0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Upgrade have in Germany?

Upgrade has an estimated audience of 1,668,881 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Upgrade fans?

47.2% of Upgrade fans are female, 52.8% are male, with an average age of 43.0 years.

03

Which brands do Upgrade fans like most?

Upgrade fans show strongest brand affinity for Helen Mirren (64.83×), Mission: Impossible (43.28×), and Bourne (film series) (102.16×) over the country average.

04

Where do Upgrade fans live in Germany?

Upgrade fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Upgrade fans also like?

Beyond Upgrade itself, the audience over-indexes on Mission: Impossible (43.28×), Bourne (film series) (102.16×), John Wick 2 (54.27×), and Pacific Rim (film) (57.32×) compared to the Germany average.

Appendix

Explore more audiences

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

More Travel & Leisure audiences in Germany

See Upgrade audiences in other countries

How to read this data

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