Rascasse Audience Intelligence

W (magazine) Audience in Germany

A data profile of the people who buy, follow and care about W (magazine) in Germany — modelled from more than twelve digital signal sources. W (magazine) has an estimated audience of 324,709 people in Germany.

#10among Fashion magazine in Germany#530among Website / Newspaper / Magazine in Germany#775in Fashion & Accessoires

The average W (magazine) fan in Germany is 34.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Balmain, Mytheresa.com, Bottega Veneta, with strongest over-indexing on Balmain (34.16× the country average).

Demographically, the W (magazine) audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Design Affinity, Individualism.

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

The typical W (magazine) fan in Germany is more female, around 34.8 years old, with strong Design Affinity tendencies and a notable affinity for Balmain.

Category: Fashion & Accessoires · Type: Website / Newspaper / Magazine · Subtype: Fashion magazine

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 W (magazine) profile in Germany.

Audience size
325K
in Germany
Gender
66.1%♀
33.9% male
Age
34.8
average years
Country rank
#16373
Website / Newspaper / Magazine in Germany
Fig. 01

Search interest · 12-month trend

+29%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of W (magazine)

66.1% are female, 33.9% are male, average age 34.8.

Fig. 02

Gender split

66.1%
Female
33.9%
Male
Demographic split for W (magazine) audience in Germany
MetricValue
Female66.1%
Male33.9%
Average age34.8
Estimated audience size324,709
Fig. 03

Age distribution

Ø 34.8
average years
Age distribution of the W (magazine) audience in Germany
Age bracketShare%
16-1928%
20-2924%
30-3921%
40-4918%
50+10%
Fig. 04

Worldwide distribution

2.1%

of the worldwide W (magazine) audience comes from Germany.

Worldwide audience distribution share by country for W (magazine)
CountryShare
United States10.3%
India3.3%
China3.3%
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 W (magazine) audience in Germany is strongest.

Fig. 05

Top regions by affinity

W (magazine) fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~50K1.24×
02Nordrhein-Westfalen~100K1.11×
03Bayern~90K1.10×
04Baden-Württemberg~70K1.06×
05Hamburg~10K1.06×
06Saarland~6K1.06×
07Berlin~20K1.04×
08Niedersachsen~50K1.03×
09Schleswig-Holstein~20K1.01×
10Sachsen~20K0.97×
11Thüringen~10K0.97×
12Rheinland-Pfalz~20K0.96×
13Bremen~4K0.89×
14Brandenburg~10K0.87×
15Sachsen-Anhalt~10K0.82×
16Mecklenburg-Vorpommern~8K0.82×
Fig. 06

Affinity by region

Affinity by region — W (magazine), Germany
0.82×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the W (magazine) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for W (magazine) audience
#·InterestCategoryAffinity×
01BalmainFashion & Accessoires34.16×
02Mytheresa.comShopping26.91×
03Jeffree StarBeauty & Wellness26.00×
04Yohji YamamotoFashion & Accessoires23.52×
05Rosamund PikeMovies & TV22.31×
06Bottega VenetaFashion & Accessoires19.22×
07Anastasia Beverly HillsBeauty & Wellness14.83×
08Christian LouboutinFashion & Accessoires12.52×
09Disney ChannelMovies & TV12.42×
10Kaufhaus des WestensShopping11.62×
11Steve MaddenFashion & Accessoires10.89×
12Financial TimesNews10.74×
13FendiFashion & Accessoires8.94×
14Keira KnightleyMovies & TV6.93×
15Gina TricotFashion & Accessoires6.01×
16Ralph LaurenFashion & Accessoires5.93×
17LeatherFashion & Accessoires4.83×
18Self-awarenessHealth4.70×
19BreuningerFashion & Accessoires3.72×
20SupermanMovies & TV3.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the W (magazine) 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 W (magazine) audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM4.50×
IndividualismJOY1.79×
Luxury OrientationPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by W (magazine) audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.60×
DIY MentalityTHRILL0.61×
Convenience OrientationPREMIUM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does W (magazine) have in Germany?

W (magazine) has an estimated audience of 324,709 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of W (magazine) fans?

66.1% of W (magazine) fans are female, 33.9% are male, with an average age of 34.8 years.

03

Which brands do W (magazine) fans like most?

W (magazine) fans show strongest brand affinity for Balmain (34.16×), Mytheresa.com (26.91×), and Bottega Veneta (19.22×) over the country average.

04

Where do W (magazine) fans live in Germany?

W (magazine) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do W (magazine) fans also like?

Beyond W (magazine) itself, the audience over-indexes on Mytheresa.com (26.91×), Bottega Veneta (19.22×), Rosamund Pike (22.31×), and Jeffree Star (26×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion magazine audiences in Germany

See W (magazine) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for W (magazine). 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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