Rascasse Audience Intelligence

Museum Audience in Netherlands

A data profile of the people who buy, follow and care about Museum in Netherlands — modelled from more than twelve digital signal sources. Museum has an estimated audience of 3,095,429 people in Netherlands.

#9among Touchpoint in Netherlands#5in Arts & Culture

The average Museum fan in Netherlands is 45.5 years old, more female, and lives primarily in Zuid-Holland.

The audience is concentrated in Zuid-Holland, North Holland, Gelderland.

Top brand affinities include Contemporary art, Modern art, Art museum, with strongest over-indexing on Contemporary art (2.06× the country average).

Demographically, the Museum audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Healthy Lifestyle, Early Adopter Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.

The typical Museum fan in Netherlands is more female, around 45.5 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Contemporary art.

Category: Arts & Culture · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-12.

Section 01

At a glance

The key figures that characterise the Museum profile in Netherlands.

Audience size
3.1M
in Netherlands
Gender
58.6%♀
41.4% male
Age
45.5
average years
Country rank
#275
Touchpoint in Netherlands
Fig. 01

Search interest · 12-month trend

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

Demographics of Museum fans

58.6% are female, 41.4% are male, average age 45.5.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Museum audience in Netherlands
MetricValue
Female58.6%
Male41.4%
Average age45.5
Estimated audience size3,095,429
Fig. 03

Age distribution

Ø 45.5
average years
Age distribution of the Museum audience in Netherlands
Age bracketShare%
16-1910%
20-2914%
30-3916%
40-4922%
50+38%
Fig. 04

Worldwide distribution

1.6%

of the worldwide Museum audience comes from Netherlands.

Worldwide audience distribution share by country for Museum
CountryShare
United States18.4%
Japan9.1%
China6.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Netherlands average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Museum audience in Netherlands is strongest.

Fig. 05

Top regions by affinity

Museum fans by region: top regions in Netherlands
#RegionReachAffinity×
01Gelderland~500K1.30×
02North Holland~700K1.28×
03Utrecht~300K1.15×
04Zuid-Holland~800K1.04×
05Overijssel~200K0.97×
06Zeeland~60K0.97×
07North Brabant~500K0.96×
08Drenthe~90K0.92×
09Friesland~100K0.91×
10Flevoland~80K0.91×
11Limburg~200K0.84×
12Groningen~80K0.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Museum audience
#·InterestCategoryAffinity×
01ExhibitionArts & Culture2.90×
02Abstract artArts & Culture2.40×
03DeviantArtInternet & Social Media2.36×
04Art exhibitionArts & Culture2.31×
05Digital illustrationArts & Culture2.27×
06Art museumArts & Culture2.19×
07RijksmuseumArts & Culture2.14×
08Digital artArts & Culture2.10×
09Modern artArts & Culture2.09×
10Contemporary artArts & Culture2.06×
11Watercolor paintingArts & Culture2.06×
12Cultural historyArts & Culture1.93×
13Oil paintingArts & Culture1.92×
14Conceptual artArts & Culture1.91×
15IllustrationArts & Culture1.78×
16PaintHome & Garden1.77×
17Fine artBusiness & Career1.67×
18NovelLiterature1.64×
19NRCNews1.60×
20TrouwNews1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Museum 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 Museum audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.14×
Early Adopter MentalityPOWER1.06×
PatriotismCONSERVATISM0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Museum audience · Rather not
TraitClusterDeviationScore
TravellingTHRILL0.65×
Urban LifestyleOPEN0.70×
Need for SecurityCONSERVATISM0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Museum have in Netherlands?

Museum has an estimated audience of 3,095,429 people in Netherlands, concentrated in Zuid-Holland and North Holland.

02

What is the gender split and age of Museum fans?

58.6% of Museum fans are female, 41.4% are male, with an average age of 45.5 years.

03

Which brands do Museum fans like most?

Museum fans show strongest brand affinity for Contemporary art (2.06×), Modern art (2.09×), and Art museum (2.19×) over the country average.

04

Where do Museum fans live in Netherlands?

Museum fans in Netherlands are most concentrated in Zuid-Holland (reach ~800K), North Holland (reach ~700K), and Gelderland (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Museum fans also like?

Beyond Museum itself, the audience over-indexes on Modern art (2.09×), Art museum (2.19×), Art exhibition (2.31×), and Abstract art (2.4×) compared to the Netherlands average.

Appendix

Explore more audiences

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

More Arts & Culture audiences in Netherlands

See Museum audiences in other countries

How to read this data

Audience size is the estimated number of people in Netherlands who actively search for Museum. 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 Netherlands. 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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