A data profile of the people who buy, follow and care about Korean drama in India — modelled from more than twelve digital signal sources. Korean drama has an estimated audience of 2,246,184 people in India.
The average Korean drama fan in India is 27.9 years old, balanced, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include ONEUS, BTS, KOLARS, with strongest over-indexing on ONEUS (20.46× the country average).
Demographically, the Korean drama audience skews balanced with an average age of 27.9, and over-indexes on personality traits such as Healthy Lifestyle, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Korean drama fan in India is balanced, around 27.9 years old, with strong Healthy Lifestyle tendencies and a notable affinity for ONEUS.
The key figures that characterise the Korean drama profile in India.
52.5% are female, 47.5% are male, average age 27.9.
| Metric | Value |
|---|---|
| Female | 52.5% |
| Male | 47.5% |
| Average age | 27.9 |
| Estimated audience size | 2,246,184 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 52% | |
| 20-29 | 23% | |
| 30-39 | 14% | |
| 40-49 | 7% | |
| 50+ | 4% |
of the worldwide Korean drama audience comes from India.
| Country | Share |
|---|---|
| China | 22.8% |
| Japan | 17.8% |
| United States | 8.2% |
Where the Korean drama audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Manipur | ~6K | 2.24× | |
| 02 | Nagaland | ~3K | 2.06× | |
| 03 | Tripura | ~5K | 1.49× | |
| 04 | Arunachal Pradesh | ~2K | 1.42× | |
| 05 | Meghalaya | ~3K | 1.28× | |
| 06 | Mizoram | ~2K | 1.09× | |
| 07 | Sikkim | ~1K | 1.09× | |
| 08 | Assam | ~20K | 1.02× | |
| 09 | Gujarat | ~60K | 0.94× | |
| 10 | Chhattisgarh | ~10K | 0.94× | |
| 11 | Odisha | ~20K | 0.91× | |
| 12 | Uttarakhand | ~10K | 0.89× | |
| 13 | Madhya Pradesh | ~40K | 0.87× | |
| 14 | Maharashtra | ~100K | 0.86× | |
| 15 | West Bengal | ~60K | 0.86× | |
| 16 | Telangana | ~30K | 0.86× | |
| 17 | Uttar Pradesh | ~90K | 0.85× | |
| 18 | Andhra Pradesh | ~20K | 0.84× | |
| 19 | Bihar | ~40K | 0.83× | |
| 20 | Kerala | ~30K | 0.82× | |
| 21 | Jharkhand | ~20K | 0.82× | |
| 22 | Karnataka | ~40K | 0.80× | |
| 23 | Rajasthan | ~40K | 0.79× | |
| 24 | Himachal Pradesh | ~7K | 0.78× | |
| 25 | Tamil Nadu | ~40K | 0.75× | |
| 26 | Punjab (region) | ~20K | 0.73× | |
| 27 | Goa | ~2K | 0.70× | |
| 28 | Jammu and Kashmir | ~6K | 0.62× | |
| 29 | Haryana | ~20K | 0.61× |
The strongest cross-interests of the Korean drama audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | ONEUS | Music & Radio | 20.46× | ||
| 02 | Gong Yoo | Movies & TV | 19.59× | ||
| 03 | Song Joong-ki | Movies & TV | 18.97× | ||
| 04 | Song Hye-kyo | Fashion & Accessoires | 18.90× | ||
| 05 | S.M. Entertainment | Movies & TV | 18.76× | ||
| 06 | Korean hip hop | Music & Radio | 18.23× | ||
| 07 | IU (singer) | Music & Radio | 16.49× | ||
| 08 | Allkpop | Music & Radio | 15.98× | ||
| 09 | KOLARS | Music & Radio | 14.90× | ||
| 10 | Even | Music & Radio | 14.90× | ||
| 11 | LØLØ | Music & Radio | 14.90× | ||
| 12 | Hyryder | Music & Radio | 14.90× | ||
| 13 | BLACKPINK | Music & Radio | 13.47× | ||
| 14 | BTS | Music & Radio | 13.17× | ||
| 15 | K-pop | Music & Radio | 10.82× | ||
| 16 | KPop Demon Hunters | Movies & TV | 10.11× | ||
| 17 | Block B | Music & Radio | 9.62× | ||
| 18 | Seoul | Travel & Leisure | 7.75× | ||
| 19 | Harry Potter | Movies & TV | 2.95× | ||
| 20 | XXXTentacion | Music & Radio | 2.22× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.73× | |
| Pet Ownership | JOY | 1.48× | |
| Urban Lifestyle | OPEN | 1.44× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.89× | |
| Community Orientation | OPEN | 0.92× | |
| Patriotism | CONSERVATISM | 0.95× |
Korean drama has an estimated audience of 2,246,184 people in India, concentrated in Maharashtra and Uttar Pradesh.
52.5% of Korean drama fans are female, 47.5% are male, with an average age of 27.9 years.
Korean drama fans show strongest brand affinity for ONEUS (20.46×), BTS (13.17×), and KOLARS (14.9×) over the country average.
Korean drama fans in India are most concentrated in Maharashtra (reach ~100K), Uttar Pradesh (reach ~90K), and West Bengal (reach ~60K). These three regions account for the largest share of the active audience.
Beyond Korean drama itself, the audience over-indexes on BTS (13.17×), KOLARS (14.9×), Block B (9.62×), and Korean hip hop (18.23×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Korean drama. 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 India. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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