A data profile of the people who buy, follow and care about Paddy Power in United Kingdom — modelled from more than twelve digital signal sources. Paddy Power has an estimated audience of 13,081,166 people in United Kingdom.
The average Paddy Power fan in United Kingdom is 42.6 years old, more male, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include FIFA World Cup, Manchester United F.C., Racing Post, with strongest over-indexing on FIFA World Cup (2.34× the country average).
Demographically, the Paddy Power audience skews more male with an average age of 42.6, and over-indexes on personality traits such as Risk Appetite, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Paddy Power fan in United Kingdom is more male, around 42.6 years old, with strong Risk Appetite tendencies and a notable affinity for FIFA World Cup.
The key figures that characterise the Paddy Power profile in United Kingdom.
26.1% are female, 73.9% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 26.1% |
| Male | 73.9% |
| Average age | 42.6 |
| Estimated audience size | 13,081,166 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 26% |
of the worldwide Paddy Power audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 59.3% |
| Ireland | 29.9% |
| United States | 2.0% |
Where the Paddy Power audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~800K | 1.93× | |
| 02 | North East | ~800K | 1.64× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.58× | |
| 04 | West Midlands | ~800K | 1.38× | |
| 05 | East of England | ~1M | 0.86× | |
| 06 | Scotland | ~1M | 0.86× | |
| 07 | East Midlands | ~700K | 0.75× | |
| 08 | Wales | ~600K | 0.74× | |
| 09 | South West | ~700K | 0.67× | |
| 10 | South East | ~1M | 0.59× | |
| 11 | North West | ~700K | 0.52× | |
| 12 | England | ~5.5M | 0.47× |
The strongest cross-interests of the Paddy Power audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sports betting | Games | 3.87× | ||
| 02 | Racing Post | Sports | 3.64× | ||
| 03 | Sporting Life (British newspaper) | Sports | 3.55× | ||
| 04 | BetVictor | Games | 3.48× | ||
| 05 | Ladbrokes | Games | 3.24× | ||
| 06 | UEFA Europa League | Sports | 3.24× | ||
| 07 | Sky Bet | Games | 3.08× | ||
| 08 | Betfair | Games | 2.86× | ||
| 09 | BBC Sport | Sports | 2.76× | ||
| 10 | UEFA Champions League | Sports | 2.63× | ||
| 11 | Betfred | Games | 2.63× | ||
| 12 | Manchester City F.C. | Sports | 2.57× | ||
| 13 | Team sport | Sports | 2.56× | ||
| 14 | Wembley Stadium | Sports | 2.53× | ||
| 15 | Rugby union | Sports | 2.43× | ||
| 16 | FIFA World Cup | Sports | 2.34× | ||
| 17 | Manchester United F.C. | Sports | 2.26× | ||
| 18 | Premier League | Sports | 2.17× | ||
| 19 | FIFA World Cup 2026 | Sports | 1.98× | ||
| 20 | Soccer | Sports | 1.79× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.33× | |
| Patriotism | CONSERVATISM | 1.24× | |
| Need for Security | CONSERVATISM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.64× | |
| Mindfulness | BALANCE | 0.68× | |
| Pet Ownership | JOY | 0.72× |
Paddy Power's target market in United Kingdom covers an estimated 13,081,166 people, concentrated in England and Yorkshire and the Humber.
26.1% of the Paddy Power audience are female, 73.9% are male, with an average age of 42.6 years.
Paddy Power fans show strongest brand affinity for FIFA World Cup (2.34×), Manchester United F.C. (2.26×), and Racing Post (3.64×) over the country average.
Paddy Power fans in United Kingdom are most concentrated in England (reach ~5.5M), Yorkshire and the Humber (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Paddy Power itself, the audience over-indexes on Manchester United F.C. (2.26×), Racing Post (3.64×), BBC Sport (2.76×), and FIFA World Cup 2026 (1.98×) 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 Paddy Power. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.