Rascasse Audience Intelligence

Latto Audience in United States

Latto has an estimated audience of 5.4M people in United States.

#36among Hip hop in United States#655among people in United States#497in Music & Radio

The average Latto fan in United States is 31.0 years old, more female, and lives primarily in California.

By number of fans, Latto ranks #36 among the 1357 objects in Hip hop in United States — 1.3× the group median.

Its fans are 1.1 years younger than the group average of 32.1.

Women make up 65.9% of the fan base, 16.4 percentage points more than the group average.

Compared with the other 1356 objects in Hip hop, Latto fans stand out for their interest in Lana Del Rey, Kendall Jenner and Keeping Up with the Kardashians.

Most fans live in California, Texas, Georgia.

Top affinities include Lana Del Rey, Kendall Jenner, Keeping Up with the Kardashians, with strongest over-indexing on Lana Del Rey (6.85× the country average).

Demographically, the Latto audience skews more female with an average age of 31.0, and over-indexes on personality traits such as Mindfulness, Luxury Orientation.

The typical Latto fan in United States is more female, around 31.0 years old, with strong Mindfulness tendencies and a notable affinity for Lana Del Rey.

Category: Music & Radio · Type: Person · Subtype: Hip hop

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
5.4M
in United States
Gender
65.9%♀
34.1% male
Age
31.0
average years
Country rank
#6374
among all objects in United States
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Latto fans

65.9% are female, 34.1% are male, average age 31.0.

Fig. 02

Gender split

65.9%
Female
34.1%
Male
Demographic split for Latto audience in United States
MetricValue
Female65.9%
Male34.1%
Average age31.0
Estimated audience size5.4M
Fig. 03

Age distribution

Ø 31.0
average years
Age distribution of the Latto audience in United States
Age bracketShare%
16-2444%
25-3424%
35-4415%
45-5411%
55+6%
Fig. 04

Worldwide distribution

68.1%

of the worldwide Latto audience comes from United States.

Worldwide audience distribution share by country for Latto
CountryShare
United States68.1%
United Kingdom4.0%
Canada3.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Latto fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~400K2.46×
02Mississippi~100K2.03×
03Louisiana~100K1.94×
04Alabama~100K1.84×
05Maryland~200K1.71×
06South Carolina~100K1.69×
07North Carolina~300K1.60×
08Virginia~200K1.40×
09Texas~500K1.37×
10Washington, District of Columbia~20K1.37×
11Delaware~20K1.29×
12Ohio~200K1.22×
13Florida~400K1.21×
14Arkansas~60K1.19×
15Tennessee~100K1.18×
16New York~400K1.15×
17New Jersey~200K1.13×
18Connecticut~70K1.13×
19Pennsylvania~200K1.11×
20Michigan~200K1.08×
21Illinois~200K1.06×
22Indiana~100K1.06×
23Missouri~100K1.03×
24Kentucky~70K1.03×
25Nevada~50K1.03×
26Oklahoma~60K0.99×
27Rhode Island~20K0.96×
28Massachusetts~100K0.92×
29California~600K0.89×
30Arizona~100K0.87×
31Kansas~40K0.79×
32Hawaii~20K0.77×
33West Virginia~20K0.75×
34Wisconsin~70K0.74×
35Nebraska~20K0.74×
36New Mexico~20K0.73×
37Washington~80K0.69×
38Minnesota~60K0.69×
39Colorado~60K0.66×
40Alaska~7K0.63×
41North Dakota~8K0.62×
42Iowa~30K0.61×
43South Dakota~9K0.60×
44Oregon~40K0.57×
45New Hampshire~10K0.54×
46Vermont~5K0.53×
47Maine~10K0.52×
48Montana~8K0.48×
49Utah~20K0.46×
50Idaho~10K0.45×
Fig. 06

Affinity by region

Affinity by region — Latto, United States
0.45×1.00×2.46×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Latto audience vs. the country average
#·InterestCategoryAffinity×
01Lana Del ReyMusic & Radio6.85×
02Kendall JennerFashion & Accessoires6.40×
03Keeping Up with the KardashiansMovies & TV5.56×
04Madison BeerMusic & Radio5.32×
05Rick and MortyMovies & TV5.04×
06Teyana TaylorMovies & TV4.93×
07Hailee SteinfeldMovies & TV4.26×
08Cardi BMusic & Radio4.12×
09Ariana GrandeMusic & Radio3.80×
10Hair ExtensionsBeauty & Wellness2.72×
11Millie Bobby BrownMovies & TV2.47×
12TikTokInternet & Social Media2.33×
13ULTA BeautyBeauty & Wellness2.28×
14Louis VuittonFashion & Accessoires2.14×
15Taylor SwiftMusic & Radio1.85×
16NikeFashion & Accessoires1.82×
17Do it yourself (DIY)Home & Garden1.66×
18CosmeticsBeauty & Wellness1.57×
19SpotifyMusic & Radio1.56×
20Macy'sShopping1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Latto audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Latto audience vs. the country average · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.54×
Luxury OrientationPREMIUM1.43×
TraditionCONSERVATISM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Latto audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.79×
Quality AwarenessPREMIUM0.81×
IndividualismJOY0.88×
0×1.00× baseline2×
Appendix

Explore more audiences

More Hip hop audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Latto over the last 12 months. Modelled, not counted; people interested in several persons count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/latto-10009386” · Methodology