RAI Audience in Italy
RAI has an estimated audience of 11,534,922 people in Italy. 57.4% are female, 42.6% are male, average age 47.2. Top regions: Lombardy, Lazio, Campania. Top brand affinities: Wikipedia, WhatsApp, Mediaset, Satire, Personal finance.
The average RAI fan in Italy is 47.2 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include Wikipedia, WhatsApp, Mediaset, with strongest over-indexing on Wikipedia (4.58× the country average). Demographically, the RAI audience skews more female with an average age of 47.2, and over-indexes on personality traits such as Community Orientation, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Movies & TV · Type: TV Channel
Audience demographics of RAI
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 47.2 |
| Estimated audience size | 11,534,922 |
Audience persona
The typical RAI fan in Italy is more female, around 47.2 years old, with strong Community Orientation tendencies and a notable affinity for Wikipedia.
RAI fans by region: top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | ~2.5M | 1.14× |
| Lazio | ~2M | 1.39× |
| Campania | ~1.5M | 1.15× |
| Sicilia | ~1M | 1.18× |
| Puglia | ~1M | 1.21× |
| Emilia-Romagna | ~900K | 0.99× |
| Piedmont | ~900K | 1.03× |
| Veneto | ~900K | 0.95× |
| Tuscany | ~800K | 1.04× |
| Calabria | ~400K | 1.02× |
| Liguria | ~400K | 1.11× |
| Sardinia | ~300K | 1.02× |
| Marche | ~300K | 0.92× |
| Abruzzo | ~200K | 0.91× |
| Trentino-Alto Adige/Südtirol | ~200K | 0.95× |
| Friuli-Venezia Giulia | ~200K | 0.93× |
| Umbria | ~200K | 0.9× |
| Basilicata | ~90K | 0.81× |
| Molise | ~40K | 0.77× |
| Aosta Valley | ~20K | 0.56× |
Top brand affinities of RAI fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Wikipedia | 4.58× | Internet & Social Media |
| 2.08× | Internet & Social Media | |
| Mediaset | 3.54× | Technology & Electronics |
| Satire | 3.83× | Literature |
| Personal finance | 1.74× | Business & Career |
| Volunteering | 2.14× | Politics & Society |
| Sanremo Music Festival | 2.95× | Music & Radio |
| Singer-songwriter | 1.74× | Music & Radio |
| Champagne | 2.2× | Food & Beverages |
| General practitioner | 2.56× | Health |
| Musical theatre | 1.95× | Movies & TV |
| Genetics | 1.9× | Kids & Family |
| New Testament | 3.87× | Politics & Society |
| Borsa Italiana | 1.54× | Business & Career |
| RaiPlay | 1.86× | Movies & TV |
| Coop | 1.58× | Food & Beverages |
| Milk | 1.72× | Food & Beverages |
| Subscription business model | 2.11× | Shopping |
| Newspapers | 1.65× | Literature |
| Improvisation | 3.69× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Community Orientation | OPEN | 1.47 |
| Patriotism | CONSERVATISM | 1.33 |
| Convenience Orientation | PREMIUM | 1.28 |
| Spirituality | BALANCE | 1.26 |
| Career Orientation | POWER | 1.23 |
| LGBTQ+ Identity | OPEN | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 65.1% |
| India | 11.5% |
| Japan | 4.6% |
See RAI audiences in other countries
More Movies & TV audiences in Italy
- Netflix (12,160,791)
- RaiPlay (9,637,968)
- Sky TG24 (9,346,501)
- Canale 5 (6,383,779)
- Amazon Prime Video (5,838,970)
Frequently asked questions
How many fans does RAI have in Italy?
RAI has an estimated audience of 11,534,922 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of RAI fans?
57.4% of RAI fans are female, 42.6% are male, with an average age of 47.2 years.
Which brands do RAI fans like most?
RAI fans show strongest brand affinity for Wikipedia (4.58×), WhatsApp (2.08×), and Mediaset (3.54×) over the country average.
Where do RAI fans live in Italy?
RAI fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~2M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do RAI fans also like?
Beyond RAI itself, the audience over-indexes on WhatsApp (2.08×), Mediaset (3.54×), Satire (3.83×), and Personal finance (1.74×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for RAI. 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.