A data profile of the people who buy, follow and care about NHL in Sweden — modelled from more than twelve digital signal sources. NHL has an estimated audience of 1,146,171 people in Sweden.
NHL has an estimated audience of 1,146,171 people in Sweden. 41.5% are female, 58.5% are male, average age 40.8. Top brand affinities: Ice Hockey World Championships, Ice hockey, Allsvenskan, UEFA Champions League, Toronto Maple Leafs.
Top brand affinities include Ice Hockey World Championships, Ice hockey, Allsvenskan, with strongest over-indexing on Ice Hockey World Championships (1.56× the country average).
Demographically, the NHL audience skews more male with an average age of 40.8, and over-indexes on personality traits such as Sports Activity, Healthy Lifestyle.
The typical NHL fan in Sweden is more male, around 40.8 years old, with strong Sports Activity tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the NHL profile in Sweden.
41.5% are female, 58.5% are male, average age 40.8.
| Metric | Value |
|---|---|
| Female | 41.5% |
| Male | 58.5% |
| Average age | 40.8 |
| Estimated audience size | 1,146,171 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 26% |
of the worldwide NHL audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 42.5% |
| Canada | 19.6% |
| Japan | 2.8% |
The strongest cross-interests of the NHL audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Winnipeg Jets | Sports | 6.67× | ||
| 02 | Edmonton Oilers | Sports | 6.50× | ||
| 03 | Washington Capitals | Sports | 6.26× | ||
| 04 | Toronto Maple Leafs | Sports | 6.04× | ||
| 05 | Stanley Cup | Sports | 3.33× | ||
| 06 | Frölunda HC | Sports | 2.49× | ||
| 07 | Allsvenskan | Sports | 2.09× | ||
| 08 | Manchester City F.C. | Sports | 1.98× | ||
| 09 | Arsenal F.C. | Sports | 1.88× | ||
| 10 | IFK Göteborg | Sports | 1.87× | ||
| 11 | PGA Tour | Sports | 1.84× | ||
| 12 | UEFA Champions League | Sports | 1.82× | ||
| 13 | Ice hockey | Sports | 1.79× | ||
| 14 | Manchester United F.C. | Sports | 1.78× | ||
| 15 | Premier League | Sports | 1.73× | ||
| 16 | Golf club | Sports | 1.73× | ||
| 17 | Sportbladet | Sports | 1.66× | ||
| 18 | Liverpool F.C. | Sports | 1.60× | ||
| 19 | Ice Hockey World Championships | Sports | 1.56× | ||
| 20 | Padel (sport) | Sports | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.09× | |
| Healthy Lifestyle | BALANCE | 0.94× | |
| Design Affinity | PREMIUM | 0.94× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.56× | |
| Early Adopter Mentality | POWER | 0.71× | |
| Tradition | CONSERVATISM | 0.71× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for NHL. 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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