Rascasse Audience Intelligence

Chess Audience in United States

A data profile of the people who buy, follow and care about Chess in United States — modelled from more than twelve digital signal sources. Chess has an estimated audience of 3,797,163 people in United States.

#121among Sport in United States#4446among Topic in United States#736in Sports

The average Chess fan in United States is 36.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Magnus Carlsen, Chess.com, Angela White (athlete), with strongest over-indexing on Magnus Carlsen (51.01× the country average).

Demographically, the Chess audience skews more male with an average age of 36.5, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Chess fan in United States is more male, around 36.5 years old, with strong Patriotism tendencies and a notable affinity for Magnus Carlsen.

Category: Sports · Type: Topic · Subtype: Sport

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 Chess profile in United States.

Audience size
3.8M
in United States
Gender
35.6%♀
64.4% male
Age
36.5
average years
Country rank
#8392
Topic in United States
Fig. 01

Search interest · 12-month trend

+57%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Chess fans

35.6% are female, 64.4% are male, average age 36.5.

Fig. 02

Gender split

35.6%
Female
64.4%
Male
Demographic split for Chess audience in United States
MetricValue
Female35.6%
Male64.4%
Average age36.5
Estimated audience size3,797,163
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Chess audience in United States
Age bracketShare%
16-1929%
20-2920%
30-3918%
40-4915%
50+18%
Fig. 04

Worldwide distribution

13.0%

of the worldwide Chess audience comes from United States.

Worldwide audience distribution share by country for Chess
CountryShare
United States13.0%
Japan4.6%
China4.4%
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 Chess audience in United States is strongest.

Fig. 05

Top regions by affinity

Chess fans by region: top regions in United States
#RegionReachAffinity×
01Washington~100K1.25×
02Texas~400K1.20×
03New York~200K1.16×
04Virginia~100K1.15×
05North Dakota~9K1.15×
06Alaska~9K1.14×
07Oregon~50K1.13×
08New Jersey~100K1.12×
09California~500K1.10×
10Illinois~100K1.09×
11Oklahoma~50K1.09×
12Nevada~40K1.09×
13Florida~300K1.07×
14Arizona~80K1.07×
15Maryland~70K1.07×
16Rhode Island~10K1.07×
17Pennsylvania~100K1.06×
18Vermont~7K1.05×
19Michigan~100K1.04×
20Missouri~60K1.04×
21Utah~40K1.04×
22Arkansas~30K1.04×
23Hawaii~20K1.04×
24New Hampshire~20K1.03×
25Kansas~30K1.02×
26Kentucky~50K1.01×
27Ohio~100K1.00×
28Massachusetts~70K1.00×
29Connecticut~40K1.00×
30Indiana~70K0.99×
31Minnesota~50K0.99×
32South Dakota~9K0.98×
33Georgia~100K0.97×
34Iowa~30K0.97×
35Wisconsin~50K0.96×
36West Virginia~20K0.95×
37North Carolina~100K0.94×
38Alabama~50K0.94×
39Nebraska~20K0.93×
40Maine~10K0.93×
41New Mexico~20K0.92×
42Colorado~50K0.91×
43Idaho~20K0.91×
44Delaware~9K0.89×
45Louisiana~40K0.88×
46Montana~9K0.88×
47Washington, District of Columbia~10K0.86×
48Tennessee~70K0.85×
49South Carolina~50K0.84×
50Mississippi~30K0.82×
Fig. 06

Affinity by region

Affinity by region — Chess, United States
0.82×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chess audience
#·InterestCategoryAffinity×
01Magnus CarlsenSports51.01×
02Chess.comSports30.05×
03Angela White (athlete)Movies & TV17.12×
04Chess (musical)Music & Radio12.74×
05Miniature wargamingGames6.80×
06Tabletop role-playing gameGames5.29×
07BatmanMovies & TV4.33×
08Strategy gamesGames4.28×
09Board gamesGames3.76×
10GodzillaMovies & TV2.97×
11Android (operating system)Technology & Electronics1.96×
12Video gamesGames1.90×
13Rock musicMusic & Radio1.87×
14United StatesTravel & Leisure1.72×
15EducationBusiness & Career1.71×
16Comedy moviesMovies & TV1.68×
17CultureLiterature1.60×
18Food and drinkFood & Beverages1.53×
19Outdoor recreationSports1.52×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chess 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 Chess audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.00×
Need for SecurityCONSERVATISM1.66×
Career OrientationPOWER1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chess audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.80×
Design AffinityPREMIUM0.90×
CreativityOPEN0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Chess have in United States?

Chess has an estimated audience of 3,797,163 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Chess fans?

35.6% of Chess fans are female, 64.4% are male, with an average age of 36.5 years.

03

Which brands do Chess fans like most?

Chess fans show strongest brand affinity for Magnus Carlsen (51.01×), Chess.com (30.05×), and Angela White (athlete) (17.12×) over the country average.

04

Where do Chess fans live in United States?

Chess fans in United States are most concentrated in California (reach ~500K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Chess fans also like?

Beyond Chess itself, the audience over-indexes on Chess.com (30.05×), Angela White (athlete) (17.12×), Batman (4.33×), and Food and drink (1.53×) compared to the United States average.

Appendix

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

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See Chess audiences in other countries

How to read this data

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