Rascasse Audience Intelligence

Chinese New Year Audience in United States

A data profile of the people who buy, follow and care about Chinese New Year in United States — modelled from more than twelve digital signal sources. Chinese New Year has an estimated audience of 1,507,570 people in United States.

#313among TV series in United States#7267among Topic in United States#1092in Politics & Society

The average Chinese New Year fan in United States is 32.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include IU (singer), Malaysia, Viola Davis, with strongest over-indexing on IU (singer) (20.82× the country average).

Demographically, the Chinese New Year audience skews more female with an average age of 32.2, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

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

The typical Chinese New Year fan in United States is more female, around 32.2 years old, with strong Indulgence tendencies and a notable affinity for IU (singer).

Category: Politics & Society · Type: Topic · Subtype: TV 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 Chinese New Year profile in United States.

Audience size
1.5M
in United States
Gender
73.7%♀
26.3% male
Age
32.2
average years
Country rank
#17701
Topic in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Chinese New Year fans

73.7% are female, 26.3% are male, average age 32.2.

Fig. 02

Gender split

73.7%
Female
26.3%
Male
Demographic split for Chinese New Year audience in United States
MetricValue
Female73.7%
Male26.3%
Average age32.2
Estimated audience size1,507,570
Fig. 03

Age distribution

Ø 32.2
average years
Age distribution of the Chinese New Year audience in United States
Age bracketShare%
16-1944%
20-2917%
30-3914%
40-4914%
50+11%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Chinese New Year audience comes from United States.

Worldwide audience distribution share by country for Chinese New Year
CountryShare
Taiwan26.3%
Malaysia10.9%
China9.7%
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 Chinese New Year audience in United States is strongest.

Fig. 05

Top regions by affinity

Chinese New Year fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~20K3.01×
02California~300K1.64×
03New York~100K1.61×
04Washington~40K1.48×
05Arizona~40K1.36×
06Nevada~20K1.32×
07Washington, District of Columbia~6K1.30×
08Massachusetts~40K1.29×
09Alaska~4K1.27×
10Illinois~60K1.25×
11Utah~20K1.25×
12New Jersey~50K1.22×
13Oregon~20K1.14×
14Colorado~30K1.11×
15Connecticut~20K1.11×
16Virginia~40K1.09×
17Texas~100K1.08×
18Maryland~30K1.07×
19Pennsylvania~50K1.06×
20Vermont~3K0.96×
21Florida~100K0.95×
22Rhode Island~4K0.94×
23Georgia~40K0.93×
24North Carolina~40K0.93×
25New Mexico~7K0.93×
26Idaho~7K0.92×
27Michigan~40K0.89×
28Minnesota~20K0.89×
29New Hampshire~5K0.88×
30Wisconsin~20K0.87×
31Kansas~10K0.87×
32Delaware~4K0.86×
33Missouri~20K0.85×
34Ohio~40K0.82×
35Indiana~20K0.82×
36Montana~3K0.82×
37Maine~4K0.79×
38Oklahoma~10K0.76×
39Tennessee~20K0.75×
40South Carolina~20K0.75×
41Alabama~20K0.74×
42Kentucky~10K0.74×
43Nebraska~6K0.74×
44Arkansas~9K0.71×
45Iowa~9K0.71×
46Louisiana~10K0.69×
47South Dakota~2K0.68×
48West Virginia~5K0.66×
49North Dakota~2K0.66×
50Mississippi~7K0.60×
Fig. 06

Affinity by region

Affinity by region — Chinese New Year, United States
0.60×1.00×3.01×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chinese New Year audience
#·InterestCategoryAffinity×
01IU (singer)Music & Radio20.82×
02Porter AirlinesTravel & Leisure20.00×
03qantas airwaysTravel & Leisure20.00×
04Viola DavisMovies & TV15.11×
05MalaysiaTravel & Leisure10.35×
06Rosie O'DonnellMovies & TV9.33×
07DaisoFashion & Accessoires7.93×
08BeijingTravel & Leisure7.91×
09Christmas GiftKids & Family5.58×
10TaiwanTravel & Leisure4.78×
11UniqloShopping4.65×
12Hong KongTravel & Leisure4.39×
13Summer vacationTravel & Leisure2.84×
14Dillard'sFashion & Accessoires2.71×
15Road tripTravel & Leisure2.66×
16Nordstrom rackFashion & Accessoires2.40×
17Five BelowShopping2.23×
18J. C. PenneyShopping2.11×
19Stand-up comedyMovies & TV2.10×
20Dollar GeneralShopping1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chinese New Year 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 Chinese New Year audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.55×
Price SensitivityPREMIUM1.55×
TravellingTHRILL1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chinese New Year audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.72×
DIY MentalityTHRILL0.73×
TraditionCONSERVATISM0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Chinese New Year have in United States?

Chinese New Year has an estimated audience of 1,507,570 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Chinese New Year fans?

73.7% of Chinese New Year fans are female, 26.3% are male, with an average age of 32.2 years.

03

Which brands do Chinese New Year fans like most?

Chinese New Year fans show strongest brand affinity for IU (singer) (20.82×), Malaysia (10.35×), and Viola Davis (15.11×) over the country average.

04

Where do Chinese New Year fans live in United States?

Chinese New Year fans in United States are most concentrated in California (reach ~300K), Texas (reach ~100K), and New York (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Chinese New Year fans also like?

Beyond Chinese New Year itself, the audience over-indexes on Malaysia (10.35×), Viola Davis (15.11×), Beijing (7.91×), and Rosie O'Donnell (9.33×) compared to the United States average.

Appendix

Explore more audiences

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

More TV series audiences in United States

See Chinese New Year audiences in other countries

How to read this data

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