Diwali Audience in United States
Diwali has an estimated audience of 2,380,692 people in United States. 70.8% are female, 29.2% are male, average age 33.8. Top regions: California, Texas, New York. Top brand affinities: Keene, New Hampshire, Mathcore, Google Home, Natural rubber, Emigrate (band).
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 Keene, New Hampshire, Mathcore, Google Home, with strongest over-indexing on Keene, New Hampshire (675× 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 Design Affinity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Politics & Society · Type: Event
Demographics of Diwali fans
| Metric | Value |
|---|---|
| Female | 70.8% |
| Male | 29.2% |
| Average age | 33.8 |
| Estimated audience size | 2,380,692 |
Audience persona
The typical Diwali fan in United States is more female, around 33.8 years old, with strong Design Affinity tendencies and a notable affinity for Keene, New Hampshire.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 353,680 | 1.35× |
| Texas | 266,207 | 1.3× |
| New York | 251,308 | 1.89× |
| Florida | 154,674 | 0.96× |
| New Jersey | 119,877 | 1.98× |
| Pennsylvania | 118,584 | 1.48× |
| Illinois | 100,673 | 1.27× |
| Virginia | 97,301 | 1.68× |
| Georgia | 95,382 | 1.3× |
| North Carolina | 90,616 | 1.26× |
| Ohio | 81,874 | 1.12× |
| Washington | 74,931 | 1.57× |
| Massachusetts | 74,810 | 1.59× |
| Michigan | 64,565 | 1.04× |
| Maryland | 54,629 | 1.33× |
| Indiana | 45,965 | 1.06× |
| Arizona | 43,922 | 0.9× |
| Tennessee | 40,515 | 0.85× |
| Colorado | 36,784 | 0.98× |
| Connecticut | 36,372 | 1.52× |
| Missouri | 35,404 | 0.92× |
| Minnesota | 32,299 | 0.95× |
| South Carolina | 30,203 | 0.84× |
| Oregon | 29,910 | 1.1× |
| Wisconsin | 29,147 | 0.81× |
| Kentucky | 24,815 | 0.83× |
| Alabama | 22,057 | 0.66× |
| Louisiana | 19,849 | 0.65× |
| Oklahoma | 17,084 | 0.65× |
| Nevada | 15,819 | 0.69× |
| Utah | 15,540 | 0.73× |
| Iowa | 15,303 | 0.78× |
| Kansas | 14,955 | 0.8× |
| Arkansas | 14,914 | 0.76× |
| Washington, District of Columbia | 12,310 | 1.72× |
| Mississippi | 10,115 | 0.52× |
| New Hampshire | 9,455 | 1.01× |
| Nebraska | 8,998 | 0.75× |
| Idaho | 7,260 | 0.61× |
| New Mexico | 7,054 | 0.59× |
| Vermont | 7,048 | 1.69× |
| Rhode Island | 7,034 | 0.93× |
| West Virginia | 6,872 | 0.62× |
| Delaware | 6,833 | 1.04× |
| Maine | 6,483 | 0.76× |
| Hawaii | 6,145 | 0.6× |
| Montana | 3,379 | 0.51× |
| South Dakota | 3,147 | 0.57× |
| North Dakota | 2,829 | 0.58× |
| Alaska | 2,681 | 0.53× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Keene, New Hampshire | 675× | Travel & Leisure |
| Mathcore | 17.5× | Music & Radio |
| Google Home | 11.53× | Technology & Electronics |
| Natural rubber | 3.32× | Cars & Mobility |
| Emigrate (band) | 14.32× | Music & Radio |
| The Historian | 16.48× | Literature |
| Product design | 2.05× | Business & Career |
| Pantsuit | 10.53× | Fashion & Accessoires |
| Home equity | 1.88× | Home & Garden |
| OpenJDK | 19.68× | |
| Nationality | 1.78× | Politics & Society |
| Eurail | 16.57× | Cars & Mobility |
| Gruppo Torinese Trasporti | 23.26× | Cars & Mobility |
| Goop | 3.61× | Internet & Social Media |
| 97-1 The Eagle Rocks | 58.82× | Music & Radio |
| Governor of Michigan | 4.67× | Politics & Society |
| Parral, Chihuahua | 8.99× | Travel & Leisure |
| Fairy godmother | 4.38× | Literature |
| Regional styles of Mexican music | 1.67× | Music & Radio |
| Electrolyte | 2.72× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.66 |
| Sustainability | BALANCE | 1.49 |
| Family Orientation | CONSERVATISM | 1.45 |
| Pet Ownership | JOY | 1.36 |
| Quality Awareness | PREMIUM | 1.36 |
| Price Sensitivity | PREMIUM | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| India | 50.8% |
| United States | 11.7% |
| Malaysia | 4.2% |
See Diwali audiences in other countries
More Politics & Society audiences in United States
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- FIFA World Cup (61,294,206)
- Ultimate Fighting Championship (40,015,324)
Frequently asked questions
How many fans does Diwali have in United States?
Diwali has an estimated audience of 2,380,692 people in United States, concentrated in California and Texas.
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.
Which brands do Diwali fans like most?
Diwali fans show strongest brand affinity for Keene, New Hampshire (675×), Mathcore (17.5×), and Google Home (11.53×) over the country average.
Where do Diwali fans live in United States?
Diwali fans in United States are most concentrated in California (reach 353,680), Texas (reach 266,207), and New York (reach 251,308). These three regions account for the largest share of the active audience.
What other brands do Diwali fans also like?
Beyond Diwali itself, the audience over-indexes on Mathcore (17.5×), Google Home (11.53×), Natural rubber (3.32×), and Emigrate (band) (14.32×) compared to the United States average.
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.