Paddy Power Target Market in United Kingdom
Paddy Power has an estimated audience of 13,081,166 people in United Kingdom. 26.1% are female, 73.9% are male, average age 42.6. Top regions: England, Yorkshire and the Humber, South East. Top brand affinities: Manchester United F.C., FIFA World Cup, Racing Post, BBC Sport, Sky Bet.
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 Manchester United F.C., FIFA World Cup, Racing Post, with strongest over-indexing on Manchester United F.C. (2.26× 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.
Category: Games · Type: Brand · Subtype: Betting
Customer demographics of Paddy Power
| Metric | Value |
|---|---|
| Female | 26.1% |
| Male | 73.9% |
| Average age | 42.6 |
| Estimated audience size | 13,081,166 |
Audience persona
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 Manchester United F.C..
Paddy Power customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~5.5M | 0.47× |
| Yorkshire and the Humber | ~1.5M | 1.58× |
| South East | ~1M | 0.59× |
| East of England | ~1M | 0.86× |
| Scotland | ~1M | 0.86× |
| North East | ~800K | 1.64× |
| Northern Ireland | ~800K | 1.93× |
| West Midlands | ~800K | 1.38× |
| South West | ~700K | 0.67× |
| North West | ~700K | 0.52× |
| East Midlands | ~700K | 0.75× |
| Wales | ~600K | 0.74× |
Top brand affinities of the Paddy Power audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Manchester United F.C. | 2.26× | Sports |
| FIFA World Cup | 2.34× | Sports |
| Racing Post | 3.64× | Sports |
| BBC Sport | 2.76× | Sports |
| Sky Bet | 3.08× | Games |
| Premier League | 2.17× | Sports |
| Sporting Life (British newspaper) | 3.55× | Sports |
| Manchester City F.C. | 2.57× | Sports |
| Betfred | 2.63× | Games |
| Sports betting | 3.87× | Games |
| Team sport | 2.56× | Sports |
| UEFA Champions League | 2.63× | Sports |
| Soccer | 1.79× | Sports |
| Ladbrokes | 3.24× | Games |
| BetVictor | 3.48× | Games |
| Betfair | 2.86× | Games |
| UEFA Europa League | 3.24× | Sports |
| Rugby union | 2.43× | Sports |
| Aston Villa F.C. | 2.78× | Sports |
| Unibet | 5.5× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 1.33 |
| Patriotism | CONSERVATISM | 1.24 |
| Need for Security | CONSERVATISM | 1.17 |
| Social Media Usage | JOY | 1.13 |
| Early Adopter Mentality | POWER | 1.1 |
| Travelling | THRILL | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 59.3% |
| Ireland | 29.9% |
| Spain | 2.0% |
See Paddy Power audiences in other countries
More Betting audiences in United Kingdom
- Betfred (13,588,401)
- William Hill (bookmaker) (13,225,110)
- Betfair (8,368,856)
- BetVictor (5,505,809)
- Boylesports (4,014,594)
Frequently asked questions
Who is Paddy Power's target market in United Kingdom?
Paddy Power's target market in United Kingdom covers an estimated 13,081,166 people, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Paddy Power customers?
26.1% of the Paddy Power audience are female, 73.9% are male, with an average age of 42.6 years.
Which brands do Paddy Power fans like most?
Paddy Power fans show strongest brand affinity for Manchester United F.C. (2.26×), FIFA World Cup (2.34×), and Racing Post (3.64×) over the country average.
Where do Paddy Power fans live in United Kingdom?
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.
What other brands do Paddy Power fans also like?
Beyond Paddy Power itself, the audience over-indexes on FIFA World Cup (2.34×), Racing Post (3.64×), BBC Sport (2.76×), and Sky Bet (3.08×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.