Rascasse Audience Intelligence

William Hill (bookmaker) Target Market in Germany

A data profile of the people who buy, follow and care about William Hill (bookmaker) in Germany — modelled from more than twelve digital signal sources. William Hill (bookmaker) has an estimated audience of 300,289 people in Germany.

#14among Betting in Germany#2216among Brand in Germany#397in Games

The average William Hill (bookmaker) fan in Germany is 40.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Bet365, Sportingbet, CHECK24, with strongest over-indexing on Bet365 (70.64× the country average).

Demographically, the William Hill (bookmaker) audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Individualism, Patriotism.

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

The typical William Hill (bookmaker) fan in Germany is more male, around 40.2 years old, with strong Individualism tendencies and a notable affinity for Bet365.

Category: Games · Type: Brand · Subtype: Betting

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 William Hill (bookmaker) profile in Germany.

Audience size
300K
in Germany
Gender
27.1%♀
72.9% male
Age
40.2
average years
Country rank
#17309
Brand in Germany
Fig. 01

Search interest · 12-month trend

-41%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of William Hill (bookmaker)

27.1% are female, 72.9% are male, average age 40.2.

Fig. 02

Gender split

27.1%
Female
72.9%
Male
Demographic split for William Hill (bookmaker) audience in Germany
MetricValue
Female27.1%
Male72.9%
Average age40.2
Estimated audience size300,289
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the William Hill (bookmaker) audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3921%
40-4921%
50+22%
Fig. 04

Worldwide distribution

1.2%

of the worldwide William Hill (bookmaker) audience comes from Germany.

Worldwide audience distribution share by country for William Hill (bookmaker)
CountryShare
United Kingdom52.8%
Italy16.7%
Spain12.4%
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 William Hill (bookmaker) audience in Germany is strongest.

Fig. 05

Top regions by affinity

William Hill (bookmaker) customers by region in Germany
#RegionReachAffinity×
01Hessen~30K1.47×
02Berlin~20K1.33×
03Sachsen~20K1.19×
04Sachsen-Anhalt~9K1.11×
05Thüringen~8K1.07×
06Mecklenburg-Vorpommern~6K1.05×
07Brandenburg~10K1.04×
08Nordrhein-Westfalen~70K0.98×
09Bayern~50K0.98×
10Rheinland-Pfalz~10K0.96×
11Baden-Württemberg~40K0.95×
12Saarland~3K0.86×
13Niedersachsen~30K0.85×
14Schleswig-Holstein~9K0.81×
15Hamburg~6K0.81×
16Bremen~2K0.81×
Fig. 06

Affinity by region

Affinity by region — William Hill (bookmaker), Germany
0.81×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the William Hill (bookmaker) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for William Hill (bookmaker) audience
#·InterestCategoryAffinity×
01SportingbetSports98.55×
02BetfairGames85.37×
03Bet365Games70.64×
04UnibetGames47.56×
05Paddy PowerGames30.05×
06BetanoGames20.00×
07Sports bettingGames20.00×
08BlackjackGames18.28×
09NEO.betGames17.11×
10CHECK24Business & Career16.44×
11Pound sterlingBusiness & Career15.61×
12Lotto24Games15.09×
13InterwettenGames11.29×
14CasinoGames10.37×
15LotteryGames10.18×
16Borussia DortmundSports4.06×
17FC Bayern MunichSports3.55×
18AldiShopping3.47×
19LidlShopping3.27×
20dB’sMusic & Radio2.04×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the William Hill (bookmaker) 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 William Hill (bookmaker) audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.87×
PatriotismCONSERVATISM1.52×
Need for SecurityCONSERVATISM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by William Hill (bookmaker) audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.53×
MindfulnessBALANCE0.62×
TraditionCONSERVATISM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is William Hill (bookmaker)'s target market in Germany?

William Hill (bookmaker)'s target market in Germany covers an estimated 300,289 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of William Hill (bookmaker) customers?

27.1% of the William Hill (bookmaker) audience are female, 72.9% are male, with an average age of 40.2 years.

03

Which brands do William Hill (bookmaker) fans like most?

William Hill (bookmaker) fans show strongest brand affinity for Bet365 (70.64×), Sportingbet (98.55×), and CHECK24 (16.44×) over the country average.

04

Where do William Hill (bookmaker) fans live in Germany?

William Hill (bookmaker) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do William Hill (bookmaker) fans also like?

Beyond William Hill (bookmaker) itself, the audience over-indexes on Sportingbet (98.55×), CHECK24 (16.44×), Betfair (85.37×), and Betano (20×) compared to the Germany average.

Appendix

Explore more audiences

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

More Betting audiences in Germany

See William Hill (bookmaker) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for William Hill (bookmaker). 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 →