A data profile of the people who buy, follow and care about Pay television in United Kingdom — modelled from more than twelve digital signal sources. Pay television has an estimated audience of 4,699,153 people in United Kingdom.
The average Pay television fan in United Kingdom is 41.7 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, Greater London.
Top brand affinities include Daily Express, Eurosport, Sky Bet, with strongest over-indexing on Daily Express (1.71× the country average).
Demographically, the Pay television audience skews more male with an average age of 41.7, and over-indexes on personality traits such as Patriotism, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Pay television fan in United Kingdom is more male, around 41.7 years old, with strong Patriotism tendencies and a notable affinity for Daily Express.
The key figures that characterise the Pay television profile in United Kingdom.
42.7% are female, 57.3% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 42.7% |
| Male | 57.3% |
| Average age | 41.7 |
| Estimated audience size | 4,699,153 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 25% |
of the worldwide Pay television audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.9% |
| Italy | 14.5% |
| Brazil | 4.5% |
Where the Pay television audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~400K | 1.16× | |
| 02 | South West | ~400K | 1.12× | |
| 03 | Northern Ireland | ~200K | 1.07× | |
| 04 | North East | ~200K | 1.06× | |
| 05 | Wales | ~300K | 1.02× | |
| 06 | East of England | ~400K | 1.00× | |
| 07 | North West | ~500K | 0.98× | |
| 08 | Scotland | ~400K | 0.97× | |
| 09 | Yorkshire and the Humber | ~400K | 0.95× | |
| 10 | South East | ~600K | 0.94× | |
| 11 | West Midlands | ~200K | 0.92× | |
| 12 | Greater London | ~500K | 0.85× | |
| 13 | England | ~3M | 0.72× |
The strongest cross-interests of the Pay television audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Eurosport | Sports | 5.42× | ||
| 02 | Sky Go | Movies & TV | 2.59× | ||
| 03 | WeTransfer | Internet & Social Media | 2.38× | ||
| 04 | Now TV | Movies & TV | 2.27× | ||
| 05 | Sky Bet | Games | 1.93× | ||
| 06 | Video on demand | Movies & TV | 1.88× | ||
| 07 | Virgin Media | Technology & Electronics | 1.80× | ||
| 08 | Halfords | Cars & Mobility | 1.75× | ||
| 09 | Daily Express | News | 1.71× | ||
| 10 | Betfred | Games | 1.68× | ||
| 11 | News broadcasting | Business & Career | 1.65× | ||
| 12 | Betfair | Games | 1.65× | ||
| 13 | Aston Villa F.C. | Sports | 1.65× | ||
| 14 | Paddy Power | Games | 1.62× | ||
| 15 | Screwfix | Home & Garden | 1.60× | ||
| 16 | Social networking service | Technology & Electronics | 1.59× | ||
| 17 | BBC iPlayer | Movies & TV | 1.58× | ||
| 18 | William Hill (bookmaker) | Games | 1.53× | ||
| 19 | Autotrader | Cars & Mobility | 1.52× | ||
| 20 | Tabloid (newspaper format) | Literature | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.31× | |
| Quality Awareness | PREMIUM | 1.26× | |
| Spirituality | BALANCE | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.79× | |
| Luxury Orientation | PREMIUM | 0.82× | |
| Design Affinity | PREMIUM | 0.83× |
Pay television has an estimated audience of 4,699,153 people in United Kingdom, concentrated in England and South East.
42.7% of Pay television fans are female, 57.3% are male, with an average age of 41.7 years.
Pay television fans show strongest brand affinity for Daily Express (1.71×), Eurosport (5.42×), and Sky Bet (1.93×) over the country average.
Pay television fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~600K), and Greater London (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Pay television itself, the audience over-indexes on Eurosport (5.42×), Sky Bet (1.93×), Halfords (1.75×), and Virgin Media (1.8×) 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 Pay television. 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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