Rascasse Audience Intelligence

Arts and music Audience in United States

A data profile of the people who buy, follow and care about Arts and music in United States — modelled from more than twelve digital signal sources. Arts and music has an estimated audience of 171,337,268 people in United States.

#5among Lifestyle cluster in United States#6among Topic in United States#1in Arts & Culture

The average Arts and music fan in United States is 38.8 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Korean movies, Payap University, Dhurakij Pundit University, with strongest over-indexing on Korean movies (1.68× the country average).

Demographically, the Arts and music audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Pet Ownership, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 7 brand affinities and 50 regions tracked by Rascasse.

The typical Arts and music fan in United States is balanced, around 38.8 years old, with strong Pet Ownership tendencies and a notable affinity for Korean movies.

Category: Arts & Culture · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Arts and music profile in United States.

Audience size
171.3M
in United States
Gender
53.3%♀
46.7% male
Age
38.8
average years
Country rank
#12
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Arts and music fans

53.3% are female, 46.7% are male, average age 38.8.

Fig. 02

Gender split

53.3%
Female
46.7%
Male
Demographic split for Arts and music audience in United States
MetricValue
Female53.3%
Male46.7%
Average age38.8
Estimated audience size171,337,268
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Arts and music audience in United States
Age bracketShare%
16-1924%
20-2918%
30-3917%
40-4919%
50+22%
Fig. 04

Worldwide distribution

19.8%

of the worldwide Arts and music audience comes from United States.

Worldwide audience distribution share by country for Arts and music
CountryShare
United States19.8%
Japan8.1%
India5.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Arts and music audience in United States is strongest.

Fig. 05

Top regions by affinity

Arts and music fans by region: top regions in United States
#RegionReachAffinity×
01Delaware~700K1.63×
02Oregon~3M1.51×
03Mississippi~2M1.47×
04Maryland~4M1.33×
05Vermont~400K1.28×
06Alaska~500K1.26×
07Ohio~6.5M1.24×
08Virginia~5M1.20×
09North Dakota~400K1.18×
10Georgia~6M1.15×
11South Dakota~400K1.12×
12North Carolina~5.5M1.10×
13Montana~500K1.07×
14Rhode Island~600K1.04×
15Texas~15M1.03×
16Connecticut~1.5M1.02×
17West Virginia~800K1.02×
18New Hampshire~700K1.02×
19Maine~600K1.01×
20Hawaii~700K1.00×
21Washington~3.5M0.99×
22South Carolina~2.5M0.99×
23Idaho~800K0.97×
24Washington, District of Columbia~500K0.97×
25Louisiana~2M0.95×
26Nebraska~800K0.95×
27New Mexico~800K0.95×
28Kentucky~2M0.94×
29New Jersey~4M0.93×
30Alabama~2M0.93×
31Arkansas~1.5M0.93×
32Kansas~1M0.92×
33Iowa~1.5M0.91×
34Oklahoma~1.5M0.90×
35Nevada~1.5M0.89×
36Utah~1.5M0.89×
37Missouri~2.5M0.88×
38Arizona~3M0.86×
39Wisconsin~2M0.85×
40Indiana~2.5M0.84×
41Colorado~2.5M0.84×
42Minnesota~2M0.84×
43Tennessee~3M0.83×
44Massachusetts~3M0.82×
45Pennsylvania~4.5M0.81×
46Michigan~3.5M0.79×
47New York~7.5M0.76×
48Illinois~4M0.74×
49Florida~8M0.67×
50California~12M0.62×
Fig. 06

Affinity by region

Affinity by region — Arts and music, United States
0.62×1.00×1.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Arts and music audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Arts and music audience
#·InterestCategoryAffinity×
01Korean moviesMovies & TV1.68×
02EA SPORTS FIFA Ultimate TeamGames1.59×
03Payap UniversityBusiness & Career1.55×
04STAR SportsMovies & TV1.55×
05Dhurakij Pundit UniversityBusiness & Career1.54×
06Eslite BookstoreLiterature1.53×
07Empire: Four KingdomsGames1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Arts and music audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Arts and music audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY0.88×
MindfulnessBALANCE0.86×
Luxury OrientationPREMIUM0.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Arts and music audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.68×
Career OrientationPOWER0.69×
Price SensitivityPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Arts and music have in United States?

Arts and music has an estimated audience of 171,337,268 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Arts and music fans?

53.3% of Arts and music fans are female, 46.7% are male, with an average age of 38.8 years.

03

Which brands do Arts and music fans like most?

Arts and music fans show strongest brand affinity for Korean movies (1.68×), Payap University (1.55×), and Dhurakij Pundit University (1.54×) over the country average.

04

Where do Arts and music fans live in United States?

Arts and music fans in United States are most concentrated in Texas (reach ~15M), California (reach ~12M), and Florida (reach ~8M). These three regions account for the largest share of the active audience.

05

What other brands do Arts and music fans also like?

Beyond Arts and music itself, the audience over-indexes on Payap University (1.55×), Dhurakij Pundit University (1.54×), STAR Sports (1.55×), and EA SPORTS FIFA Ultimate Team (1.59×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Lifestyle cluster audiences in United States

See Arts and music audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Arts and 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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