A data profile of the people who buy, follow and care about Steam in United Kingdom — modelled from more than twelve digital signal sources. Steam has an estimated audience of 3,152,407 people in United Kingdom.
The average Steam fan in United Kingdom is 33.3 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Twitch, World of Warcraft, Mobile game, with strongest over-indexing on Twitch (6.77× the country average).
Demographically, the Steam audience skews more male with an average age of 33.3, and over-indexes on personality traits such as Early Adopter Mentality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Steam fan in United Kingdom is more male, around 33.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Twitch.
The key figures that characterise the Steam profile in United Kingdom.
27.5% are female, 72.5% are male, average age 33.3.
| Metric | Value |
|---|---|
| Female | 27.5% |
| Male | 72.5% |
| Average age | 33.3 |
| Estimated audience size | 3,152,407 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 32% | |
| 20-29 | 26% | |
| 30-39 | 18% | |
| 40-49 | 13% | |
| 50+ | 10% |
of the worldwide Steam audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 13.2% |
| China | 9.2% |
| Japan | 8.0% |
Where the Steam audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2.5M | 1.36× | |
| 02 | East Midlands | ~300K | 1.27× | |
| 03 | North West | ~400K | 1.22× | |
| 04 | South West | ~300K | 1.18× | |
| 05 | East of England | ~300K | 1.09× | |
| 06 | South East | ~400K | 1.02× | |
| 07 | Wales | ~200K | 0.94× | |
| 08 | Scotland | ~200K | 0.87× | |
| 09 | North East | ~100K | 0.87× | |
| 10 | Northern Ireland | ~80K | 0.83× | |
| 11 | Greater London | ~300K | 0.81× | |
| 12 | Yorkshire and the Humber | ~200K | 0.80× | |
| 13 | West Midlands | ~100K | 0.74× |
The strongest cross-interests of the Steam audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Counter-Strike: Global Offensive | Games | 8.24× | ||
| 02 | World of Warcraft | Games | 7.68× | ||
| 03 | Twitch | Games | 6.77× | ||
| 04 | Strategy video game | Games | 6.22× | ||
| 05 | Electronic sports | Sports | 5.96× | ||
| 06 | League of Legends | Games | 5.70× | ||
| 07 | Gaming computer | Technology & Electronics | 5.55× | ||
| 08 | Massively multiplayer online games | Games | 5.32× | ||
| 09 | Fortnite | Games | 5.26× | ||
| 10 | Massively multiplayer online role-playing games | Games | 5.19× | ||
| 11 | Call of Duty | Games | 4.97× | ||
| 12 | Computer hardware | Technology & Electronics | 3.71× | ||
| 13 | Role-playing games | Games | 3.51× | ||
| 14 | Mobile game | Games | 3.50× | ||
| 15 | Baggage | Fashion & Accessoires | 2.88× | ||
| 16 | Online games | Games | 2.51× | ||
| 17 | TikTok | Internet & Social Media | 2.04× | ||
| 18 | Video games | Games | 1.69× | ||
| 19 | FIFA World Cup | Sports | 1.66× | ||
| 20 | Manchester United F.C. | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.94× | |
| Social Media Usage | JOY | 1.64× | |
| DIY Mentality | THRILL | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.66× | |
| Community Orientation | OPEN | 0.72× | |
| Price Sensitivity | PREMIUM | 0.77× |
Steam's target market in United Kingdom covers an estimated 3,152,407 people, concentrated in England and South East.
27.5% of the Steam audience are female, 72.5% are male, with an average age of 33.3 years.
Steam fans show strongest brand affinity for Twitch (6.77×), World of Warcraft (7.68×), and Mobile game (3.5×) over the country average.
Steam fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~400K), and North West (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Steam itself, the audience over-indexes on World of Warcraft (7.68×), Mobile game (3.5×), Gaming computer (5.55×), and Counter-Strike: Global Offensive (8.24×) 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 Steam. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.