A data profile of the people who buy, follow and care about Australia in Malaysia — modelled from more than twelve digital signal sources. Australia has an estimated audience of 2,617,483 people in Malaysia.
The average Australia fan in Malaysia is 39.7 years old, more male, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include YouTube, Drama movies, Religion, with strongest over-indexing on YouTube (1.86× the country average).
Demographically, the Australia audience skews more male with an average age of 39.7, and over-indexes on personality traits such as Spirituality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Australia fan in Malaysia is more male, around 39.7 years old, with strong Spirituality tendencies and a notable affinity for YouTube.
The key figures that characterise the Australia profile in Malaysia.
44.4% are female, 55.6% are male, average age 39.7.
| Metric | Value |
|---|---|
| Female | 44.4% |
| Male | 55.6% |
| Average age | 39.7 |
| Estimated audience size | 2,617,483 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 19% |
of the worldwide Australia audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 24.3% |
| United Kingdom | 8.5% |
| Australia | 8.3% |
Where the Australia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~700K | 1.56× | |
| 02 | Selangor | ~1M | 1.51× | |
| 03 | Penang | ~200K | 1.43× | |
| 04 | Johor | ~400K | 1.28× | |
| 05 | Sarawak | ~300K | 1.19× | |
| 06 | Perak | ~200K | 1.10× | |
| 07 | Negeri Sembilan | ~100K | 1.06× | |
| 08 | Sabah | ~200K | 1.02× | |
| 09 | Kedah | ~200K | 0.98× | |
| 10 | Pahang | ~100K | 0.88× | |
| 11 | Malacca | ~80K | 0.87× | |
| 12 | Terengganu | ~80K | 0.74× | |
| 13 | Putrajaya | ~10K | 0.73× | |
| 14 | Kelantan | ~90K | 0.70× | |
| 15 | Labuan | ~10K | 0.61× | |
| 16 | Perlis | ~20K | 0.57× |
The strongest cross-interests of the Australia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Breaking news | Movies & TV | 2.71× | ||
| 02 | Card games | Games | 2.36× | ||
| 03 | Documentary movies | Movies & TV | 2.12× | ||
| 04 | Drama movies | Movies & TV | 2.08× | ||
| 05 | Horror movies | Movies & TV | 2.05× | ||
| 06 | Bollywood movies | Movies & TV | 2.05× | ||
| 07 | Action movies | Movies & TV | 1.99× | ||
| 08 | Energy | Home & Garden | 1.98× | ||
| 09 | Religion | Business & Career | 1.95× | ||
| 10 | YouTube | Movies & TV | 1.86× | ||
| 11 | Politics | Politics & Society | 1.86× | ||
| 12 | Anime movies | Movies & TV | 1.80× | ||
| 13 | Pop music | Music & Radio | 1.74× | ||
| 14 | Home improvement | Home & Garden | 1.74× | ||
| 15 | Comedy movies | Movies & TV | 1.71× | ||
| 16 | Fast food | Food & Beverages | 1.66× | ||
| 17 | Cooking | Food & Beverages | 1.63× | ||
| 18 | Rock music | Music & Radio | 1.63× | ||
| 19 | Coupons | Shopping | 1.62× | ||
| 20 | Boutiques | Fashion & Accessoires | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.32× | |
| Sustainability | BALANCE | 1.24× | |
| Convenience Orientation | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.79× | |
| Indulgence | JOY | 0.80× | |
| Family Orientation | CONSERVATISM | 0.80× |
Australia has an estimated audience of 2,617,483 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
44.4% of Australia fans are female, 55.6% are male, with an average age of 39.7 years.
Australia fans show strongest brand affinity for YouTube (1.86×), Drama movies (2.08×), and Religion (1.95×) over the country average.
Australia fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~700K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Australia itself, the audience over-indexes on Drama movies (2.08×), Religion (1.95×), Cooking (1.63×), and Energy (1.98×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for Australia. 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 Malaysia. 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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