A data profile of the people who buy, follow and care about Soap opera in Italy — modelled from more than twelve digital signal sources. Soap opera has an estimated audience of 5,234,911 people in Italy.
The average Soap opera fan in Italy is 44.9 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Serial (radio and television), Cuisine, Message in a Bottle (film), with strongest over-indexing on Serial (radio and television) (5.32× the country average).
Demographically, the Soap opera audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Tradition, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Soap opera fan in Italy is more female, around 44.9 years old, with strong Tradition tendencies and a notable affinity for Serial (radio and television).
The key figures that characterise the Soap opera profile in Italy.
71.4% are female, 28.6% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 44.9 |
| Estimated audience size | 5,234,911 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 11% | |
| 30-39 | 15% | |
| 40-49 | 19% | |
| 50+ | 40% |
of the worldwide Soap opera audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.1% |
| Japan | 10.4% |
| United Kingdom | 8.3% |
Where the Soap opera audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sicilia | ~700K | 1.56× | |
| 02 | Puglia | ~500K | 1.41× | |
| 03 | Campania | ~700K | 1.25× | |
| 04 | Lazio | ~800K | 1.24× | |
| 05 | Calabria | ~200K | 1.24× | |
| 06 | Lombardy | ~1M | 1.16× | |
| 07 | Sardinia | ~200K | 1.08× | |
| 08 | Abruzzo | ~100K | 1.05× | |
| 09 | Piedmont | ~400K | 1.04× | |
| 10 | Tuscany | ~300K | 0.99× | |
| 11 | Liguria | ~100K | 0.98× | |
| 12 | Basilicata | ~50K | 0.95× | |
| 13 | Emilia-Romagna | ~400K | 0.94× | |
| 14 | Marche | ~100K | 0.92× | |
| 15 | Umbria | ~70K | 0.86× | |
| 16 | Molise | ~20K | 0.86× | |
| 17 | Aosta Valley | ~10K | 0.85× | |
| 18 | Veneto | ~300K | 0.84× | |
| 19 | Friuli-Venezia Giulia | ~80K | 0.80× | |
| 20 | Trentino-Alto Adige/Südtirol | ~70K | 0.69× |
The strongest cross-interests of the Soap opera audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Serial (radio and television) | Music & Radio | 5.32× | ||
| 02 | Raoul Bova | Movies & TV | 2.65× | ||
| 03 | OVS | Fashion & Accessoires | 2.36× | ||
| 04 | Sal da Vinci | Movies & TV | 2.11× | ||
| 05 | Message in a Bottle (film) | Movies & TV | 1.95× | ||
| 06 | Take-out | Food & Beverages | 1.76× | ||
| 07 | Marriage | Kids & Family | 1.70× | ||
| 08 | Personal care | Health | 1.69× | ||
| 09 | Cuisine | Food & Beverages | 1.68× | ||
| 10 | Harry Potter | Movies & TV | 1.68× | ||
| 11 | Italian language | Politics & Society | 1.65× | ||
| 12 | Sicily | Travel & Leisure | 1.64× | ||
| 13 | 3BMeteo | News | 1.63× | ||
| 14 | Girl | Kids & Family | 1.63× | ||
| 15 | Men's clothing | Fashion & Accessoires | 1.59× | ||
| 16 | Gift | Shopping | 1.59× | ||
| 17 | Conad | Shopping | 1.58× | ||
| 18 | SuperEnalotto | Games | 1.52× | ||
| 19 | Coop | Food & Beverages | 1.52× | ||
| 20 | Consumer electronics | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.30× | |
| Extroversion | THRILL | 1.27× | |
| Pet Ownership | JOY | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.76× | |
| Need for Security | CONSERVATISM | 0.87× | |
| Patriotism | CONSERVATISM | 0.89× |
Soap opera has an estimated audience of 5,234,911 people in Italy, concentrated in Lombardy and Lazio.
71.4% of Soap opera fans are female, 28.6% are male, with an average age of 44.9 years.
Soap opera fans show strongest brand affinity for Serial (radio and television) (5.32×), Cuisine (1.68×), and Message in a Bottle (film) (1.95×) over the country average.
Soap opera fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~800K), and Campania (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Soap opera itself, the audience over-indexes on Cuisine (1.68×), Message in a Bottle (film) (1.95×), Consumer electronics (1.51×), and Italian language (1.65×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Soap opera. 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 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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