A data profile of the people who buy, follow and care about Soul music in Sweden — modelled from more than twelve digital signal sources. Soul music has an estimated audience of 1,146,846 people in Sweden.
Soul music has an estimated audience of 1,146,846 people in Sweden. 48.9% are female, 51.1% are male, average age 41.7. Top brand affinities: Björn Skifs, Gospel music, Michael Jackson, Håkan Hellström, Så mycket bättre.
Top brand affinities include Björn Skifs, Gospel music, Michael Jackson, with strongest over-indexing on Björn Skifs (1.74× the country average).
Demographically, the Soul music audience skews balanced with an average age of 41.7, and over-indexes on personality traits such as Design Affinity, Travelling.
The typical Soul music fan in Sweden is balanced, around 41.7 years old, with strong Design Affinity tendencies and a notable affinity for Björn Skifs.
The key figures that characterise the Soul music profile in Sweden.
48.9% are female, 51.1% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 41.7 |
| Estimated audience size | 1,146,846 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 18% | |
| 30-39 | 16% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Soul music audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 24.5% |
| Brazil | 6.3% |
| United Kingdom | 4.6% |
The strongest cross-interests of the Soul music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Way Out West (group) | Music & Radio | 1.86× | ||
| 02 | Bob Dylan | Music & Radio | 1.81× | ||
| 03 | Gospel music | Music & Radio | 1.76× | ||
| 04 | Björn Skifs | Movies & TV | 1.74× | ||
| 05 | Michael Jackson | Music & Radio | 1.71× | ||
| 06 | David Bowie | Music & Radio | 1.70× | ||
| 07 | Miriam Bryant | Music & Radio | 1.66× | ||
| 08 | Håkan Hellström | Music & Radio | 1.62× | ||
| 09 | Veronica Maggio | Music & Radio | 1.61× | ||
| 10 | Mikael Wiehe | Music & Radio | 1.60× | ||
| 11 | Så mycket bättre | Movies & TV | 1.58× | ||
| 12 | Choir | Home & Garden | 1.57× | ||
| 13 | Allsång på Skansen | Movies & TV | 1.56× | ||
| 14 | Music school | Music & Radio | 1.56× | ||
| 15 | Martin Stenmarck | Music & Radio | 1.55× | ||
| 16 | Nanne Grönvall | Music & Radio | 1.54× | ||
| 17 | John Travolta | Movies & TV | 1.54× | ||
| 18 | Sanna Nielsen | Music & Radio | 1.52× | ||
| 19 | Bruce Springsteen | Music & Radio | 1.52× | ||
| 20 | Benjamin Ingrosso | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.12× | |
| Travelling | THRILL | 1.04× | |
| Patriotism | CONSERVATISM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.78× | |
| Healthy Lifestyle | BALANCE | 0.86× | |
| Early Adopter Mentality | POWER | 0.91× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Soul music. 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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