A data profile of the people who buy, follow and care about Sky News in United Kingdom — modelled from more than twelve digital signal sources. Sky News has an estimated audience of 4,958,776 people in United Kingdom.
The average Sky News fan in United Kingdom is 43.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Mail Online, Google Maps, Daily Express, with strongest over-indexing on Mail Online (5.1× the country average).
Demographically, the Sky News audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Spirituality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Sky News fan in United Kingdom is balanced, around 43.7 years old, with strong Spirituality tendencies and a notable affinity for Mail Online.
The key figures that characterise the Sky News profile in United Kingdom.
53.4% are female, 46.6% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 43.7 |
| Estimated audience size | 4,958,776 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 29% |
of the worldwide Sky News audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 53.0% |
| United States | 8.6% |
| Ireland | 7.2% |
Where the Sky News audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~800K | 1.49× | |
| 02 | East Midlands | ~400K | 1.18× | |
| 03 | Wales | ~300K | 1.13× | |
| 04 | South West | ~400K | 1.11× | |
| 05 | North East | ~200K | 1.06× | |
| 06 | East of England | ~500K | 1.04× | |
| 07 | England | ~3.5M | 0.98× | |
| 08 | South East | ~600K | 0.97× | |
| 09 | Scotland | ~400K | 0.96× | |
| 10 | Northern Ireland | ~100K | 0.93× | |
| 11 | Yorkshire and the Humber | ~300K | 0.81× | |
| 12 | West Midlands | ~100K | 0.69× | |
| 13 | Greater London | ~400K | 0.66× |
The strongest cross-interests of the Sky News audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google Street View | Internet & Social Media | 8.51× | ||
| 02 | Channel 4 News | Movies & TV | 8.32× | ||
| 03 | BBC World News | Movies & TV | 7.91× | ||
| 04 | Broadcasting of sports events | Movies & TV | 7.29× | ||
| 05 | Mail Online | News | 5.10× | ||
| 06 | Google Maps | Internet & Social Media | 5.09× | ||
| 07 | The Independent | News | 4.22× | ||
| 08 | BBC News | Movies & TV | 3.64× | ||
| 09 | The Times | News | 3.64× | ||
| 10 | ITV News | Movies & TV | 3.57× | ||
| 11 | CNN | Movies & TV | 3.47× | ||
| 12 | Daily Express | News | 3.44× | ||
| 13 | Daily Mail | News | 2.77× | ||
| 14 | The Guardian | News | 2.72× | ||
| 15 | Television channel | Movies & TV | 2.63× | ||
| 16 | Daily Mirror | News | 2.15× | ||
| 17 | Sky Bet | Games | 1.93× | ||
| 18 | BBC | Movies & TV | 1.86× | ||
| 19 | Donald Trump | Politics & Society | 1.69× | ||
| 20 | Superman | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.43× | |
| Patriotism | CONSERVATISM | 1.41× | |
| Sustainability | BALANCE | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.89× | |
| Quality Awareness | PREMIUM | 0.94× | |
| Luxury Orientation | PREMIUM | 0.94× |
Sky News has an estimated audience of 4,958,776 people in United Kingdom, concentrated in England and North West.
53.4% of Sky News fans are female, 46.6% are male, with an average age of 43.7 years.
Sky News fans show strongest brand affinity for Mail Online (5.1×), Google Maps (5.09×), and Daily Express (3.44×) over the country average.
Sky News fans in United Kingdom are most concentrated in England (reach ~3.5M), North West (reach ~800K), and South East (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Sky News itself, the audience over-indexes on Google Maps (5.09×), Daily Express (3.44×), The Independent (4.22×), and BBC News (3.64×) 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 News. 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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