Rascasse Audience Intelligence

Barbie Audience in United States

A data profile of the people who buy, follow and care about Barbie in United States — modelled from more than twelve digital signal sources. Barbie has an estimated audience of 22,808,385 people in United States.

#22among Movie / TV Show / Series in United States#93in Movies & TV

The average Barbie fan in United States is 39.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Barbie, Food and drink, Beauty, with strongest over-indexing on Barbie (12.28× the country average).

Demographically, the Barbie audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Tradition, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Barbie fan in United States is more female, around 39.0 years old, with strong Tradition tendencies and a notable affinity for Barbie.

Category: Movies & TV · Type: Movie / TV Show / Series

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 Barbie profile in United States.

Audience size
22.8M
in United States
Gender
78.3%♀
21.7% male
Age
39.0
average years
Country rank
#1391
Movie / TV Show / Series in United States
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Barbie viewers

78.3% are female, 21.7% are male, average age 39.0.

Fig. 02

Gender split

78.3%
Female
21.7%
Male
Demographic split for Barbie audience in United States
MetricValue
Female78.3%
Male21.7%
Average age39.0
Estimated audience size22,808,385
Fig. 03

Age distribution

Ø 39.0
average years
Age distribution of the Barbie audience in United States
Age bracketShare%
16-1914%
20-2924%
30-3925%
40-4922%
50+16%
Fig. 04

Worldwide distribution

22.7%

of the worldwide Barbie audience comes from United States.

Worldwide audience distribution share by country for Barbie
CountryShare
Brazil26.7%
United States22.7%
Germany10.8%
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 Barbie audience in United States is strongest.

Fig. 05

Top regions by affinity

Barbie fans by region: top regions in United States
#RegionReachAffinity×
01Alabama~500K1.34×
02Arizona~700K1.28×
03Nevada~300K1.26×
04Texas~3M1.23×
05Louisiana~400K1.15×
06Mississippi~200K1.13×
07Utah~300K1.12×
08West Virginia~100K1.12×
09Oklahoma~300K1.11×
10Indiana~500K1.10×
11Alaska~60K1.10×
12Georgia~900K1.09×
13Arkansas~200K1.09×
14California~3M1.08×
15Missouri~500K1.06×
16Kentucky~400K1.06×
17Tennessee~600K1.05×
18South Carolina~400K1.05×
19Florida~2M1.04×
20Illinois~900K1.04×
21Ohio~900K1.04×
22Iowa~200K1.04×
23Nebraska~100K1.04×
24North Carolina~800K1.03×
25Michigan~700K1.02×
26Maryland~500K1.02×
27North Dakota~60K1.02×
28Pennsylvania~900K1.00×
29Kansas~200K0.99×
30New Jersey~700K0.98×
31Virginia~600K0.98×
32Wisconsin~400K0.98×
33New Mexico~100K0.98×
34New York~1.5M0.97×
35Connecticut~300K0.96×
36Idaho~100K0.96×
37South Dakota~60K0.95×
38Minnesota~400K0.94×
39Washington~500K0.92×
40Massachusetts~500K0.91×
41Delaware~70K0.90×
42Colorado~400K0.88×
43Oregon~300K0.88×
44Rhode Island~70K0.85×
45Hawaii~90K0.82×
46Montana~60K0.81×
47New Hampshire~80K0.80×
48Maine~70K0.76×
49Vermont~30K0.74×
50Washington, District of Columbia~60K0.71×
Fig. 06

Affinity by region

Affinity by region — Barbie, United States
0.71×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barbie audience
#·InterestCategoryAffinity×
01BarbieKids & Family12.28×
02DollKids & Family3.15×
03MexicoTravel & Leisure2.11×
04Dollar TreeShopping2.04×
05Hobby LobbyHome & Garden1.98×
06Dollar GeneralShopping1.85×
07United StatesTravel & Leisure1.71×
08Food and drinkFood & Beverages1.70×
09MotherhoodKids & Family1.70×
10CuisineFood & Beverages1.69×
11ChildKids & Family1.65×
12BeautyBeauty & Wellness1.64×
13FloridaTravel & Leisure1.64×
14WomanKids & Family1.63×
15Harry PotterMovies & TV1.63×
16BeveragesFood & Beverages1.62×
17Video gamesGames1.60×
18ShoesFashion & Accessoires1.56×
19FoodFood & Beverages1.53×
20BooksLiterature1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barbie 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 Barbie audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.47×
SpiritualityBALANCE1.44×
PatriotismCONSERVATISM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barbie audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.80×
DIY MentalityTHRILL0.89×
Sports ActivityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Barbie have in United States?

Barbie has an estimated audience of 22,808,385 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Barbie viewers?

78.3% of Barbie fans are female, 21.7% are male, with an average age of 39.0 years.

03

Which brands do Barbie fans like most?

Barbie fans show strongest brand affinity for Barbie (12.28×), Food and drink (1.7×), and Beauty (1.64×) over the country average.

04

Where do Barbie fans live in United States?

Barbie fans in United States are most concentrated in California (reach ~3M), Texas (reach ~3M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Barbie fans also like?

Beyond Barbie itself, the audience over-indexes on Food and drink (1.7×), Beauty (1.64×), United States (1.71×), and Food (1.53×) compared to the United States average.

Appendix

Explore more audiences

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

More Movies & TV audiences in United States

See Barbie audiences in other countries

How to read this data

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