Rascasse Audience Intelligence

Folk music Audience in United States

A data profile of the people who buy, follow and care about Folk music in United States — modelled from more than twelve digital signal sources. Folk music has an estimated audience of 18,299,008 people in United States.

#59among Musical genre in United States#1265among Topic in United States#117in Music & Radio

The average Folk music fan in United States is 38.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Tennessee, Texas.

Top brand affinities include Aritzia, Flower child, Sabrina Carpenter, with strongest over-indexing on Aritzia (10.8× the country average).

Demographically, the Folk music audience skews balanced with an average age of 38.3, 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 Folk music fan in United States is balanced, around 38.3 years old, with strong Sustainability tendencies and a notable affinity for Aritzia.

Category: Music & Radio · Type: Topic · Subtype: Musical genre

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 Folk music profile in United States.

Audience size
18.3M
in United States
Gender
50.6%♀
49.4% male
Age
38.3
average years
Country rank
#1841
Topic in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Folk music fans

50.6% are female, 49.4% are male, average age 38.3.

Fig. 02

Gender split

50.6%
Female
49.4%
Male
Demographic split for Folk music audience in United States
MetricValue
Female50.6%
Male49.4%
Average age38.3
Estimated audience size18,299,008
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Folk music audience in United States
Age bracketShare%
16-1929%
20-2915%
30-3914%
40-4917%
50+25%
Fig. 04

Worldwide distribution

20.3%

of the worldwide Folk music audience comes from United States.

Worldwide audience distribution share by country for Folk music
CountryShare
United States20.3%
India5.5%
United Kingdom5.0%
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 Folk music audience in United States is strongest.

Fig. 05

Top regions by affinity

Folk music fans by region: top regions in United States
#RegionReachAffinity×
01Tennessee~2.5M6.22×
02California~2.5M1.24×
03Maine~80K1.16×
04Michigan~500K1.13×
05Oregon~200K1.10×
06Washington~400K1.09×
07Washington, District of Columbia~60K1.07×
08Vermont~30K1.06×
09Massachusetts~400K1.05×
10New York~1M1.03×
11Georgia~600K1.03×
12Rhode Island~60K1.03×
13Montana~50K1.03×
14Illinois~600K1.02×
15Arkansas~100K0.99×
16Virginia~400K0.98×
17Mississippi~100K0.98×
18Kansas~100K0.98×
19Idaho~90K0.98×
20New Hampshire~70K0.98×
21Alaska~40K0.98×
22Oklahoma~200K0.97×
23Hawaii~80K0.97×
24Missouri~300K0.96×
25South Carolina~300K0.95×
26Minnesota~200K0.95×
27Maryland~300K0.94×
28Wisconsin~300K0.94×
29Alabama~200K0.94×
30South Dakota~40K0.94×
31Kentucky~200K0.93×
32Connecticut~200K0.93×
33West Virginia~80K0.93×
34Pennsylvania~600K0.91×
35North Carolina~500K0.91×
36Iowa~100K0.91×
37Colorado~300K0.90×
38North Dakota~30K0.90×
39Indiana~300K0.89×
40Utah~100K0.89×
41Nebraska~80K0.89×
42Ohio~500K0.87×
43Delaware~40K0.87×
44Arizona~300K0.85×
45Louisiana~200K0.85×
46New Mexico~80K0.85×
47Florida~1M0.84×
48New Jersey~400K0.83×
49Texas~1.5M0.82×
50Nevada~100K0.79×
Fig. 06

Affinity by region

Affinity by region — Folk music, United States
0.79×1.00×6.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Folk music audience
#·InterestCategoryAffinity×
01Flower childKids & Family13.37×
02Very (online retailer)Website / Newspaper / Magazine12.11×
03KombuchaFood & Beverages11.65×
04AritziaFashion & Accessoires10.80×
05BohemiaTravel & Leisure9.63×
06Princess PollyFashion & Accessoires9.41×
07Love IslandMovies & TV8.99×
08Zara LarssonMusic & Radio7.87×
09Sabrina CarpenterMusic & Radio6.98×
10ZendayaMovies & TV5.88×
11PacSunFashion & Accessoires5.74×
12Internet celebrityInternet & Social Media5.73×
13MLB.comSports5.11×
14The Open ChampionshipSports5.09×
15Hair ExtensionsBeauty & Wellness4.43×
16Golf ballSports4.04×
17Golf equipmentSports3.97×
18CaseyMusic & Radio3.46×
19Harry PotterMovies & TV3.32×
20SupermanMovies & TV1.89×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Folk music 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 Folk music audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.56×
Community OrientationOPEN1.52×
MindfulnessBALANCE1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Folk music audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.58×
Quality AwarenessPREMIUM0.60×
Convenience OrientationPREMIUM0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Folk music have in United States?

Folk music has an estimated audience of 18,299,008 people in United States, concentrated in California and Tennessee.

02

What is the gender split and age of Folk music fans?

50.6% of Folk music fans are female, 49.4% are male, with an average age of 38.3 years.

03

Which brands do Folk music fans like most?

Folk music fans show strongest brand affinity for Aritzia (10.8×), Flower child (13.37×), and Sabrina Carpenter (6.98×) over the country average.

04

Where do Folk music fans live in United States?

Folk music fans in United States are most concentrated in California (reach ~2.5M), Tennessee (reach ~2.5M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Folk music fans also like?

Beyond Folk music itself, the audience over-indexes on Flower child (13.37×), Sabrina Carpenter (6.98×), Internet celebrity (5.73×), and Princess Polly (9.41×) compared to the United States average.

Appendix

Explore more audiences

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

More Musical genre audiences in United States

See Folk music audiences in other countries

How to read this data

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