A data profile of the people who buy, follow and care about Virgin Media in United Kingdom — modelled from more than twelve digital signal sources. Virgin Media has an estimated audience of 13,034,959 people in United Kingdom.
The average Virgin Media fan in United Kingdom is 44.3 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Scotland, Yorkshire and the Humber.
Top brand affinities include Sky Go, Sky Sports F1, Sky Atlantic, with strongest over-indexing on Sky Go (1.62× the country average).
Demographically, the Virgin Media audience skews balanced with an average age of 44.3, and over-indexes on personality traits such as Patriotism, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Virgin Media fan in United Kingdom is balanced, around 44.3 years old, with strong Patriotism tendencies and a notable affinity for Sky Go.
The key figures that characterise the Virgin Media profile in United Kingdom.
50.6% are female, 49.4% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 50.6% |
| Male | 49.4% |
| Average age | 44.3 |
| Estimated audience size | 13,034,959 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Virgin Media audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 83.3% |
| Ireland | 6.1% |
| India | 2.2% |
Where the Virgin Media audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~900K | 1.50× | |
| 02 | North East | ~800K | 1.48× | |
| 03 | Yorkshire and the Humber | ~1.5M | 1.43× | |
| 04 | Scotland | ~1.5M | 1.34× | |
| 05 | East Midlands | ~1M | 1.02× | |
| 06 | England | ~10M | 0.96× | |
| 07 | East of England | ~1M | 0.94× | |
| 08 | Wales | ~700K | 0.89× | |
| 09 | Northern Ireland | ~300K | 0.81× | |
| 10 | South East | ~1M | 0.64× | |
| 11 | South West | ~700K | 0.63× | |
| 12 | North West | ~500K | 0.35× |
The strongest cross-interests of the Virgin Media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Linda Cardellini | Movies & TV | 1.91× | ||
| 02 | Dawson's Creek | Movies & TV | 1.71× | ||
| 03 | Adam Scott (actor) | Movies & TV | 1.70× | ||
| 04 | BT Group | Technology & Electronics | 1.68× | ||
| 05 | Sky Go | Movies & TV | 1.62× | ||
| 06 | Sky Sports F1 | Sports | 1.59× | ||
| 07 | Sporting News | Sports | 1.57× | ||
| 08 | Aubrey Plaza | Movies & TV | 1.57× | ||
| 09 | Film4 | Movies & TV | 1.56× | ||
| 10 | Brentford F.C. | Sports | 1.56× | ||
| 11 | Third-person shooter | Games | 1.56× | ||
| 12 | Sky Atlantic | Movies & TV | 1.55× | ||
| 13 | Miniature wargaming | Games | 1.55× | ||
| 14 | World Series | Sports | 1.55× | ||
| 15 | Eurosport | Sports | 1.54× | ||
| 16 | Wing Chun | Sports | 1.53× | ||
| 17 | Walsall F.C. | Sports | 1.52× | ||
| 18 | Danny Welbeck | Sports | 1.52× | ||
| 19 | E4 (TV channel) | Movies & TV | 1.50× | ||
| 20 | World's Strongest Man | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.03× | |
| Risk Appetite | THRILL | 1.02× | |
| Social Media Usage | JOY | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.77× | |
| Design Affinity | PREMIUM | 0.79× | |
| Indulgence | JOY | 0.82× |
Virgin Media's target market in United Kingdom covers an estimated 13,034,959 people, concentrated in England and Scotland.
50.6% of the Virgin Media audience are female, 49.4% are male, with an average age of 44.3 years.
Virgin Media fans show strongest brand affinity for Sky Go (1.62×), Sky Sports F1 (1.59×), and Sky Atlantic (1.55×) over the country average.
Virgin Media fans in United Kingdom are most concentrated in England (reach ~10M), Scotland (reach ~1.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Virgin Media itself, the audience over-indexes on Sky Sports F1 (1.59×), Sky Atlantic (1.55×), E4 (TV channel) (1.5×), and Sporting News (1.57×) 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 Virgin Media. 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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