A data profile of the people who buy, follow and care about Liverpool F.C. in United Kingdom — modelled from more than twelve digital signal sources. Liverpool F.C. has an estimated audience of 14,536,116 people in United Kingdom.
The average Liverpool F.C. fan in United Kingdom is 39.5 years old, more male, and lives primarily in North West.
The audience is concentrated in North West, Wales, Greater London.
Top brand affinities include Manchester United F.C., FIFA World Cup, BBC Sport, with strongest over-indexing on Manchester United F.C. (2.25× the country average).
Demographically, the Liverpool F.C. audience skews more male with an average age of 39.5, and over-indexes on personality traits such as Quality Awareness, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Liverpool F.C. fan in United Kingdom is more male, around 39.5 years old, with strong Quality Awareness tendencies and a notable affinity for Manchester United F.C..
The key figures that characterise the Liverpool F.C. profile in United Kingdom.
41.4% are female, 58.6% are male, average age 39.5.
| Metric | Value |
|---|---|
| Female | 41.4% |
| Male | 58.6% |
| Average age | 39.5 |
| Estimated audience size | 14,536,116 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 22% |
of the worldwide Liverpool F.C. audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 20.0% |
| United States | 11.3% |
| Germany | 6.6% |
Where the Liverpool F.C. audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~4.5M | 2.79× | |
| 02 | Northern Ireland | ~900K | 1.90× | |
| 03 | Wales | ~1.5M | 1.59× | |
| 04 | East Midlands | ~900K | 0.86× | |
| 05 | Yorkshire and the Humber | ~900K | 0.74× | |
| 06 | South West | ~900K | 0.70× | |
| 07 | Scotland | ~800K | 0.64× | |
| 08 | West Midlands | ~400K | 0.60× | |
| 09 | East of England | ~800K | 0.56× | |
| 10 | Greater London | ~1M | 0.55× | |
| 11 | North East | ~300K | 0.55× | |
| 12 | South East | ~1M | 0.51× |
The strongest cross-interests of the Liverpool F.C. audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | BBC Sport | Sports | 2.51× | ||
| 02 | Manchester City F.C. | Sports | 2.48× | ||
| 03 | Wembley Stadium | Sports | 2.35× | ||
| 04 | Arsenal F.C. | Sports | 2.30× | ||
| 05 | UEFA Europa League | Sports | 2.30× | ||
| 06 | Manchester United F.C. | Sports | 2.25× | ||
| 07 | Liverpool Echo | News | 2.23× | ||
| 08 | Sports betting | Games | 2.11× | ||
| 09 | UEFA Champions League | Sports | 2.08× | ||
| 10 | FIFA World Cup | Sports | 2.03× | ||
| 11 | Chelsea F.C. | Sports | 2.02× | ||
| 12 | Real Madrid C.F. | Sports | 1.96× | ||
| 13 | Premier League | Sports | 1.87× | ||
| 14 | FC Barcelona | Sports | 1.83× | ||
| 15 | FIFA World Cup 2026 | Sports | 1.82× | ||
| 16 | Aston Villa F.C. | Sports | 1.79× | ||
| 17 | Sky Sport | Sports | 1.75× | ||
| 18 | Team sport | Sports | 1.52× | ||
| 19 | Paddy Power | Games | 1.52× | ||
| 20 | Sky Bet | Games | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.21× | |
| Price Sensitivity | PREMIUM | 1.11× | |
| Luxury Orientation | PREMIUM | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.72× | |
| Individualism | JOY | 0.78× | |
| Convenience Orientation | PREMIUM | 0.79× |
Liverpool F.C. has an estimated audience of 14,536,116 people in United Kingdom, concentrated in North West and Wales.
41.4% of Liverpool F.C. fans are female, 58.6% are male, with an average age of 39.5 years.
Liverpool F.C. fans show strongest brand affinity for Manchester United F.C. (2.25×), FIFA World Cup (2.03×), and BBC Sport (2.51×) over the country average.
Liverpool F.C. fans in United Kingdom are most concentrated in North West (reach ~4.5M), Wales (reach ~1.5M), and Greater London (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Liverpool F.C. itself, the audience over-indexes on FIFA World Cup (2.03×), BBC Sport (2.51×), Manchester City F.C. (2.48×), and FIFA World Cup 2026 (1.82×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Liverpool F.C.. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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