Rascasse Audience Intelligence

Diwali Audience in United States

A data profile of the people who buy, follow and care about Diwali in United States — modelled from more than twelve digital signal sources. Diwali has an estimated audience of 2,380,240 people in United States.

#156among Event in United States#802in Politics & Society

The average Diwali fan in United States is 33.8 years old, more female, and lives primarily in California.

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

Top brand affinities include Malaysia, Viola Davis, IU (singer), with strongest over-indexing on Malaysia (15.53× the country average).

Demographically, the Diwali audience skews more female with an average age of 33.8, and over-indexes on personality traits such as Sustainability, Community Orientation.

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

The typical Diwali fan in United States is more female, around 33.8 years old, with strong Sustainability tendencies and a notable affinity for Malaysia.

Category: Politics & Society · Type: Event

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 Diwali profile in United States.

Audience size
2.4M
in United States
Gender
70.8%♀
29.2% male
Age
33.8
average years
Country rank
#12392
Event in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Diwali fans

70.8% are female, 29.2% are male, average age 33.8.

Fig. 02

Gender split

70.8%
Female
29.2%
Male
Demographic split for Diwali audience in United States
MetricValue
Female70.8%
Male29.2%
Average age33.8
Estimated audience size2,380,240
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Diwali audience in United States
Age bracketShare%
16-1936%
20-2919%
30-3917%
40-4915%
50+12%
Fig. 04

Worldwide distribution

11.7%

of the worldwide Diwali audience comes from United States.

Worldwide audience distribution share by country for Diwali
CountryShare
India50.6%
United States11.7%
Malaysia4.2%
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 Diwali audience in United States is strongest.

Fig. 05

Top regions by affinity

Diwali fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~100K1.87×
02New York~200K1.76×
03Vermont~7K1.67×
04Virginia~90K1.62×
05Washington, District of Columbia~10K1.60×
06Connecticut~40K1.52×
07Massachusetts~70K1.46×
08Washington~70K1.43×
09Pennsylvania~100K1.37×
10California~300K1.33×
11Maryland~50K1.32×
12Georgia~90K1.25×
13North Carolina~90K1.24×
14Texas~200K1.19×
15Illinois~90K1.13×
16Ohio~80K1.08×
17Delaware~7K1.08×
18Indiana~50K1.06×
19Michigan~60K1.00×
20New Hampshire~9K1.00×
21Oregon~30K0.99×
22Missouri~40K0.94×
23Colorado~40K0.94×
24Florida~100K0.92×
25Minnesota~30K0.92×
26Rhode Island~7K0.92×
27South Carolina~30K0.89×
28Arizona~40K0.88×
29Kentucky~30K0.87×
30Tennessee~40K0.85×
31Iowa~20K0.85×
32Arkansas~20K0.84×
33Wisconsin~30K0.83×
34Maine~7K0.83×
35Kansas~20K0.82×
36Nebraska~10K0.81×
37West Virginia~9K0.78×
38Utah~20K0.76×
39North Dakota~4K0.73×
40Alabama~20K0.72×
41Idaho~8K0.71×
42South Dakota~4K0.71×
43Louisiana~20K0.70×
44Nevada~20K0.70×
45Oklahoma~20K0.69×
46Alaska~4K0.69×
47Montana~4K0.67×
48Mississippi~10K0.66×
49New Mexico~8K0.66×
50Hawaii~7K0.65×
Fig. 06

Affinity by region

Affinity by region — Diwali, United States
0.65×1.00×1.87×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Diwali audience
#·InterestCategoryAffinity×
01TVBMovies & TV44.12×
02Viola DavisMovies & TV23.96×
03IU (singer)Music & Radio21.66×
04Islamic bankingBusiness & Career20.40×
05qantas airwaysTravel & Leisure19.53×
06Cultural tourismTravel & Leisure18.28×
07MalaysiaTravel & Leisure15.53×
08EVA AirTravel & Leisure13.48×
09Air CanadaTravel & Leisure11.54×
10EmiratesTravel & Leisure9.14×
11BeijingTravel & Leisure6.87×
12HinduismPolitics & Society6.43×
13TaiwanTravel & Leisure4.56×
14Baby foodKids & Family3.41×
15Sustainable energyHome & Garden3.31×
16Dillard'sFashion & Accessoires3.07×
17Five BelowShopping2.40×
18J. C. PenneyShopping2.36×
19WalgreensShopping1.90×
20Stand-up comedyMovies & TV1.83×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Diwali 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 Diwali audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.80×
Community OrientationOPEN1.72×
Family OrientationCONSERVATISM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Diwali audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.82×
Early Adopter MentalityPOWER0.91×
ExtroversionTHRILL0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Diwali have in United States?

Diwali has an estimated audience of 2,380,240 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Diwali fans?

70.8% of Diwali fans are female, 29.2% are male, with an average age of 33.8 years.

03

Which brands do Diwali fans like most?

Diwali fans show strongest brand affinity for Malaysia (15.53×), Viola Davis (23.96×), and IU (singer) (21.66×) over the country average.

04

Where do Diwali fans live in United States?

Diwali fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Diwali fans also like?

Beyond Diwali itself, the audience over-indexes on Viola Davis (23.96×), IU (singer) (21.66×), Air Canada (11.54×), and Hinduism (6.43×) compared to the United States average.

Appendix

Explore more audiences

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

More Politics & Society audiences in United States

See Diwali audiences in other countries

How to read this data

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