Rascasse Audience Intelligence

Strictly Come Dancing Viewer Demographics in United Kingdom

Strictly Come Dancing has an estimated audience of 8.7M people in United Kingdom.

#1among TV show in United Kingdom
#4among movies & series in United Kingdom
#42in Sports

The average Strictly Come Dancing fan in United Kingdom is 49.2 years old, more female, and lives primarily in South East.

By number of fans, Strictly Come Dancing ranks #1 among the 133 objects in TV show in United Kingdom — 190.8× the group median.

Its fans are 9.2 years older than the group average of 40.0.

Women make up 78.3% of the fan base, 19.9 percentage points more than the group average.

Compared with the other 132 objects in TV show, Strictly Come Dancing fans stand out for their interest in Lorraine Kelly, Tess Daly and Ronan Keating.

Interest is seasonal: October, November and December account for 67% of the year's searches, June is the quietest month.

Most fans live in South East, North West, South West.

Top affinities include Lorraine Kelly, Tess Daly, Ronan Keating, with strongest over-indexing on Lorraine Kelly (2.97× the country average).

Demographically, the Strictly Come Dancing audience skews more female with an average age of 49.2, and over-indexes on personality traits such as Creativity, Extroversion.

The typical Strictly Come Dancing fan in United Kingdom is more female, around 49.2 years old, with strong Creativity tendencies and a notable affinity for Lorraine Kelly.

Category: Sports · Type: Movie / TV Show / Series · Subtype: TV show

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
8.7M
in United Kingdom
Gender
78.3%♀
21.7% male
Age
49.2
average years
Country rank
#607
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+115%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Strictly Come Dancing viewers

78.3% are female, 21.7% are male, average age 49.2.

Fig. 02

Gender split

78.3%
Female
21.7%
Male
Demographic split for Strictly Come Dancing audience in United Kingdom
MetricValue
Female78.3%
Male21.7%
Average age49.2
Estimated audience size8.7M
Fig. 03

Age distribution

Ø 49.2
average years
Age distribution of the Strictly Come Dancing audience in United Kingdom
Age bracketShare%
16-244%
25-3411%
35-4416%
45-5424%
55+45%
Fig. 04

Worldwide distribution

81.2%

of the worldwide Strictly Come Dancing audience comes from United Kingdom.

Worldwide audience distribution share by country for Strictly Come Dancing
CountryShare
United Kingdom81.2%
United States4.3%
Ireland3.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Strictly Come Dancing fans by region: top regions in United Kingdom
#RegionReachAffinity×
01East Midlands~900K1.40×
02South West~1M1.34×
03North West~1M1.23×
04Wales~400K1.12×
05East of England~900K1.08×
06South East~1M1.02×
07Scotland~700K0.98×
08North East~300K0.90×
09Northern Ireland~200K0.90×
10Yorkshire and the Humber~600K0.80×
11West Midlands~500K0.69×
12Greater London~600K0.54×
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 Strictly Come Dancing audience vs. the country average
#·InterestCategoryAffinity×
01Lorraine KellyMovies & TV2.97×
02Tess DalyFashion & Accessoires2.81×
03Ronan KeatingMusic & Radio2.52×
04Loose WomenMovies & TV2.19×
05Britain's Got TalentMovies & TV2.10×
06Davina McCallMovies & TV2.06×
07EmmerdaleMovies & TV2.01×
08Tom HardyMovies & TV1.96×
09EastEndersMovies & TV1.91×
10Sex and the CityMovies & TV1.88×
11Coronation StreetMovies & TV1.74×
12Fat FaceFashion & Accessoires1.64×
13LittlewoodsBusiness & Career1.62×
14Soap operaMovies & TV1.59×
15FrockFashion & Accessoires1.58×
16Revolution (TV series)Movies & TV1.57×
17Cath KidstonFashion & Accessoires1.55×
18The WorksShopping1.52×
19GownFashion & Accessoires1.51×
20Dick Van DykeMovies & TV1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Strictly Come Dancing audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Strictly Come Dancing audience vs. the country average · What stands out
TraitClusterDeviationScore
CreativityOPEN1.17×
ExtroversionTHRILL1.14×
Price SensitivityPREMIUM1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Strictly Come Dancing audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.81×
DIY MentalityTHRILL0.84×
Early Adopter MentalityPOWER0.86×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Strictly Come Dancing over the last 12 months. Modelled, not counted; people interested in several movie / tv show / seriess count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/gb/strictly-come-dancing-12020” · Methodology