Rascasse Audience Intelligence

MasterChef Audience in Italy

A data profile of the people who buy, follow and care about MasterChef in Italy — modelled from more than twelve digital signal sources. MasterChef has an estimated audience of 4,367,257 people in Italy.

#20among Movie / TV Show / Series in Italy#122in Food & Beverages

The average MasterChef fan in Italy is 42.8 years old, more female, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Emilia-Romagna.

Top brand affinities include Chef, Cooking show, Cookbook, with strongest over-indexing on Chef (2.28× the country average).

Demographically, the MasterChef audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Indulgence, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.

The typical MasterChef fan in Italy is more female, around 42.8 years old, with strong Indulgence tendencies and a notable affinity for Chef.

Category: Food & Beverages · Type: Movie / TV Show / Series

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the MasterChef profile in Italy.

Audience size
4.4M
in Italy
Gender
61.3%♀
38.7% male
Age
42.8
average years
Country rank
#1569
Movie / TV Show / Series in Italy
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of MasterChef viewers

61.3% are female, 38.7% are male, average age 42.8.

Fig. 02

Gender split

61.3%
Female
38.7%
Male
Demographic split for MasterChef audience in Italy
MetricValue
Female61.3%
Male38.7%
Average age42.8
Estimated audience size4,367,257
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the MasterChef audience in Italy
Age bracketShare%
16-1913%
20-2916%
30-3920%
40-4921%
50+29%
Fig. 04

Worldwide distribution

12.5%

of the worldwide MasterChef audience comes from Italy.

Worldwide audience distribution share by country for MasterChef
CountryShare
Brazil14.5%
Italy12.5%
Spain8.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the MasterChef audience in Italy is strongest.

Fig. 05

Top regions by affinity

MasterChef fans by region: top regions in Italy
#RegionReachAffinity×
01Lombardy~1M1.36×
02Emilia-Romagna~500K1.32×
03Piedmont~400K1.30×
04Tuscany~400K1.26×
05Veneto~400K1.19×
06Liguria~100K1.17×
07Friuli-Venezia Giulia~90K1.15×
08Lazio~600K1.07×
09Umbria~70K1.02×
10Marche~100K1.00×
11Trentino-Alto Adige/Südtirol~80K0.96×
12Puglia~300K0.94×
13Campania~500K0.93×
14Sicilia~400K0.93×
15Sardinia~100K0.89×
16Abruzzo~80K0.84×
17Calabria~100K0.80×
18Aosta Valley~8K0.75×
19Basilicata~30K0.64×
20Molise~10K0.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the MasterChef audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MasterChef audience
#·InterestCategoryAffinity×
01Cooking showFood & Beverages2.93×
02CookbookFood & Beverages2.49×
03ChefFood & Beverages2.28×
04BakeryFood & Beverages2.16×
05FoodieFood & Beverages2.08×
06DinnerFood & Beverages2.06×
07LunchFood & Beverages1.91×
08Local foodFood & Beverages1.85×
09PizzaFood & Beverages1.77×
10JesusPolitics & Society1.73×
11CoopFood & Beverages1.68×
12GastronomyFood & Beverages1.65×
13Il MattinoNews1.65×
14PastryFood & Beverages1.61×
15ReligionBusiness & Career1.56×
16Catholic ChurchPolitics & Society1.55×
17McDonald'sFood & Beverages1.55×
18VeganismFood & Beverages1.54×
19Poste italianeBusiness & Career1.53×
20GodPolitics & Society1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MasterChef audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by MasterChef audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.80×
SpiritualityBALANCE1.50×
Convenience OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MasterChef audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.94×
Family OrientationCONSERVATISM1.00×
Risk AppetiteTHRILL1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does MasterChef have in Italy?

MasterChef has an estimated audience of 4,367,257 people in Italy, concentrated in Lombardy and Lazio.

02

What is the gender split and age of MasterChef viewers?

61.3% of MasterChef fans are female, 38.7% are male, with an average age of 42.8 years.

03

Which brands do MasterChef fans like most?

MasterChef fans show strongest brand affinity for Chef (2.28×), Cooking show (2.93×), and Cookbook (2.49×) over the country average.

04

Where do MasterChef fans live in Italy?

MasterChef fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~600K), and Emilia-Romagna (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do MasterChef fans also like?

Beyond MasterChef itself, the audience over-indexes on Cooking show (2.93×), Cookbook (2.49×), Pizza (1.77×), and Catholic Church (1.55×) compared to the Italy average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Italy

See MasterChef audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for MasterChef. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. 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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