A data profile of the people who buy, follow and care about Festival in Sweden — modelled from more than twelve digital signal sources. Festival has an estimated audience of 1,421,609 people in Sweden.
Festival has an estimated audience of 1,421,609 people in Sweden. 51.8% are female, 48.2% are male, average age 43.9. Top brand affinities: Expressen, Biltema, YouTube, Aftonbladet, IKEA.
Top brand affinities include Expressen, Biltema, YouTube, with strongest over-indexing on Expressen (1.72× the country average).
Demographically, the Festival audience skews balanced with an average age of 43.9, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Festival fan in Sweden is balanced, around 43.9 years old, with strong Urban Lifestyle tendencies and a notable affinity for Expressen.
The key figures that characterise the Festival profile in Sweden.
51.8% are female, 48.2% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 43.9 |
| Estimated audience size | 1,421,609 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Festival audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 22.1% |
| United Kingdom | 6.5% |
| Japan | 5.8% |
The strongest cross-interests of the Festival audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Holiday | Travel & Leisure | 2.56× | ||
| 02 | Magazines | Literature | 1.96× | ||
| 03 | Scandinavia | Travel & Leisure | 1.80× | ||
| 04 | SVT Play | Movies & TV | 1.77× | ||
| 05 | Stockholm | Travel & Leisure | 1.76× | ||
| 06 | Nordic countries | Travel & Leisure | 1.75× | ||
| 07 | Expressen | News | 1.72× | ||
| 08 | Avanza | Business & Career | 1.72× | ||
| 09 | Internet & Social Media | 1.72× | |||
| 10 | Internet & Social Media | 1.72× | |||
| 11 | Hotels | Travel & Leisure | 1.72× | ||
| 12 | Biltema | Business & Career | 1.71× | ||
| 13 | Sweden | Travel & Leisure | 1.68× | ||
| 14 | YouTube | Movies & TV | 1.66× | ||
| 15 | Aftonbladet | News | 1.65× | ||
| 16 | IKEA | Home & Garden | 1.65× | ||
| 17 | Nature | Home & Garden | 1.61× | ||
| 18 | Tradera | Shopping | 1.60× | ||
| 19 | Politics and social issues | Politics & Society | 1.54× | ||
| 20 | Göteborgs-Posten | News | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.32× | |
| Social Media Usage | JOY | 1.12× | |
| Healthy Lifestyle | BALANCE | 0.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.22× | |
| Patriotism | CONSERVATISM | 0.55× | |
| Travelling | THRILL | 0.59× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Festival. 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 Sweden. 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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