A data profile of the people who buy, follow and care about Ice hockey in Sweden — modelled from more than twelve digital signal sources. Ice hockey has an estimated audience of 2,607,963 people in Sweden.
Ice hockey has an estimated audience of 2,607,963 people in Sweden. 50.4% are female, 49.6% are male, average age 42.9. Top brand affinities: NHL, Leksands IF, HV71, Skellefteå AIK, Luleå HF.
Top brand affinities include NHL, Leksands IF, HV71, with strongest over-indexing on NHL (1.52× the country average).
Demographically, the Ice hockey audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Creativity, Urban Lifestyle.
The typical Ice hockey fan in Sweden is balanced, around 42.9 years old, with strong Creativity tendencies and a notable affinity for NHL.
The key figures that characterise the Ice hockey profile in Sweden.
50.4% are female, 49.6% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 42.9 |
| Estimated audience size | 2,607,963 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 16% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Ice hockey audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 30.6% |
| Canada | 9.5% |
| Germany | 4.4% |
The strongest cross-interests of the Ice hockey audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skellefteå AIK | Sports | 2.04× | ||
| 02 | Luleå HF | Sports | 1.85× | ||
| 03 | Leksands IF | Sports | 1.84× | ||
| 04 | Brynäs IF | Sports | 1.79× | ||
| 05 | Linköpings HC | Sports | 1.79× | ||
| 06 | HV71 | Sports | 1.72× | ||
| 07 | Färjestad BK | Sports | 1.68× | ||
| 08 | Detroit Red Wings | Sports | 1.66× | ||
| 09 | Östers IF | Sports | 1.63× | ||
| 10 | Frölunda HC | Sports | 1.59× | ||
| 11 | Lucas Raymond | Sports | 1.59× | ||
| 12 | Malmö Redhawks | Sports | 1.58× | ||
| 13 | The Hockey News | Sports | 1.56× | ||
| 14 | Djurgårdens IF Hockey | Sports | 1.54× | ||
| 15 | Elias Pettersson | Sports | 1.54× | ||
| 16 | William Nylander | Sports | 1.53× | ||
| 17 | Leo Carlsson | Sports | 1.53× | ||
| 18 | Rasmus Dahlin | Sports | 1.53× | ||
| 19 | NHL | Sports | 1.52× | ||
| 20 | Filip Forsberg | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.91× | |
| Urban Lifestyle | OPEN | 0.91× | |
| Social Media Usage | JOY | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.42× | |
| Healthy Lifestyle | BALANCE | 0.53× | |
| Patriotism | CONSERVATISM | 0.54× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Ice hockey. 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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