A data profile of the people who buy, follow and care about Sky in United Kingdom — modelled from more than twelve digital signal sources. Sky has an estimated audience of 3,967,630 people in United Kingdom.
The average Sky fan in United Kingdom is 43.7 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, Wales.
Top brand affinities include Beetlejuice, Daily Express, Esso, with strongest over-indexing on Beetlejuice (3.57× the country average).
Demographically, the Sky audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Sky fan in United Kingdom is more female, around 43.7 years old, with strong Patriotism tendencies and a notable affinity for Beetlejuice.
The key figures that characterise the Sky profile in United Kingdom.
55.5% are female, 44.5% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 43.7 |
| Estimated audience size | 3,967,630 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 30% |
of the worldwide Sky audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.3% |
| Italy | 11.0% |
| United Kingdom | 10.7% |
Where the Sky audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~3M | 1.77× | |
| 02 | Wales | ~300K | 1.46× | |
| 03 | Scotland | ~500K | 1.29× | |
| 04 | Northern Ireland | ~100K | 1.02× | |
| 05 | Yorkshire and the Humber | ~300K | 0.86× | |
| 06 | West Midlands | ~100K | 0.86× | |
| 07 | North East | ~100K | 0.74× | |
| 08 | East of England | ~300K | 0.69× | |
| 09 | South East | ~300K | 0.54× | |
| 10 | East Midlands | ~100K | 0.53× | |
| 11 | South West | ~200K | 0.52× | |
| 12 | North West | ~100K | 0.34× |
The strongest cross-interests of the Sky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Beetlejuice | Movies & TV | 3.57× | ||
| 02 | Taiwan | Travel & Leisure | 3.57× | ||
| 03 | AccuWeather | Home & Garden | 3.55× | ||
| 04 | Western Union | Business & Career | 3.10× | ||
| 05 | Olivia Colman | Movies & TV | 2.54× | ||
| 06 | Vue Cinemas | Movies & TV | 2.47× | ||
| 07 | Esso | Cars & Mobility | 2.45× | ||
| 08 | Alpine skiing | Sports | 2.17× | ||
| 09 | Broadband | Technology & Electronics | 2.02× | ||
| 10 | Wikipedia | Internet & Social Media | 2.00× | ||
| 11 | Flower bouquet | Home & Garden | 1.92× | ||
| 12 | Betfair | Games | 1.86× | ||
| 13 | Luxury real estate | Business & Career | 1.75× | ||
| 14 | William Hill (bookmaker) | Games | 1.71× | ||
| 15 | Innovation | Business & Career | 1.70× | ||
| 16 | Real property | Home & Garden | 1.66× | ||
| 17 | Daily Express | News | 1.64× | ||
| 18 | Risk management | Business & Career | 1.63× | ||
| 19 | Liverpool Echo | News | 1.59× | ||
| 20 | Manchester Evening News | News | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.27× | |
| Early Adopter Mentality | POWER | 1.24× | |
| Risk Appetite | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.86× | |
| Creativity | OPEN | 0.89× | |
| Price Sensitivity | PREMIUM | 0.93× |
Sky has an estimated audience of 3,967,630 people in United Kingdom, concentrated in England and Scotland.
55.5% of Sky fans are female, 44.5% are male, with an average age of 43.7 years.
Sky fans show strongest brand affinity for Beetlejuice (3.57×), Daily Express (1.64×), and Esso (2.45×) over the country average.
Sky fans in United Kingdom are most concentrated in England (reach ~3M), Scotland (reach ~500K), and Wales (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Sky itself, the audience over-indexes on Daily Express (1.64×), Esso (2.45×), Vue Cinemas (2.47×), and Wikipedia (2×) 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 Sky. 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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