A data profile of the people who buy, follow and care about Plays in United Kingdom — modelled from more than twelve digital signal sources. Plays has an estimated audience of 7,670,558 people in United Kingdom.
The average Plays fan in United Kingdom is 42.4 years old, more female, and lives primarily in Yorkshire and the Humber.
The audience is concentrated in Yorkshire and the Humber, South East, East of England.
Top brand affinities include Wikipedia, Hobby, Distilled beverage, with strongest over-indexing on Wikipedia (2.56× the country average).
Demographically, the Plays audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Plays fan in United Kingdom is more female, around 42.4 years old, with strong Patriotism tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Plays profile in United Kingdom.
59.2% are female, 40.8% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 42.4 |
| Estimated audience size | 7,670,558 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Plays audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.2% |
| Japan | 8.1% |
| India | 4.3% |
Where the Plays audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~1M | 1.64× | |
| 02 | West Midlands | ~500K | 1.37× | |
| 03 | North East | ~400K | 1.24× | |
| 04 | East of England | ~700K | 1.03× | |
| 05 | East Midlands | ~400K | 0.81× | |
| 06 | South East | ~800K | 0.76× | |
| 07 | South West | ~500K | 0.73× | |
| 08 | North West | ~400K | 0.46× |
The strongest cross-interests of the Plays audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sketch comedy | Movies & TV | 2.63× | ||
| 02 | Wikipedia | Internet & Social Media | 2.56× | ||
| 03 | Adoption | Kids & Family | 2.52× | ||
| 04 | Margot Robbie | Movies & TV | 2.37× | ||
| 05 | Satire | Literature | 2.23× | ||
| 06 | Broadway theatre | Travel & Leisure | 2.11× | ||
| 07 | Betfair | Games | 2.07× | ||
| 08 | Risk management | Business & Career | 2.02× | ||
| 09 | Esso | Cars & Mobility | 2.01× | ||
| 10 | Movie theater | Movies & TV | 1.96× | ||
| 11 | Volunteering | Politics & Society | 1.94× | ||
| 12 | Refrigerator | Home & Garden | 1.94× | ||
| 13 | Hobby | Home & Garden | 1.83× | ||
| 14 | William Hill (bookmaker) | Games | 1.81× | ||
| 15 | Mother's Day | Kids & Family | 1.81× | ||
| 16 | Distilled beverage | Food & Beverages | 1.80× | ||
| 17 | Internet & Social Media | 1.76× | |||
| 18 | Google Maps | Internet & Social Media | 1.72× | ||
| 19 | Google Drive | Technology & Electronics | 1.60× | ||
| 20 | Aldi | Shopping | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.23× | |
| Healthy Lifestyle | BALANCE | 1.16× | |
| Community Orientation | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.81× | |
| Luxury Orientation | PREMIUM | 0.84× | |
| Design Affinity | PREMIUM | 0.84× |
Plays has an estimated audience of 7,670,558 people in United Kingdom, concentrated in Yorkshire and the Humber and South East.
59.2% of Plays fans are female, 40.8% are male, with an average age of 42.4 years.
Plays fans show strongest brand affinity for Wikipedia (2.56×), Hobby (1.83×), and Distilled beverage (1.8×) over the country average.
Plays fans in United Kingdom are most concentrated in Yorkshire and the Humber (reach ~1M), South East (reach ~800K), and East of England (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Plays itself, the audience over-indexes on Hobby (1.83×), Distilled beverage (1.8×), WhatsApp (1.76×), and Volunteering (1.94×) 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 Plays. 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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