Rascasse Audience Intelligence

HBO MAX Audience in United States

A data profile of the people who buy, follow and care about HBO MAX in United States — modelled from more than twelve digital signal sources. HBO MAX has an estimated audience of 41,909,007 people in United States.

#4among TV / music streaming in United States#10among TV Channel in United States#42in Movies & TV

The average HBO MAX fan in United States is 38.4 years old, balanced, and lives primarily in California.

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

Top brand affinities include HBO, Internet celebrity, Mixed martial arts, with strongest over-indexing on HBO (1.92× the country average).

Demographically, the HBO MAX audience skews balanced with an average age of 38.4, and over-indexes on personality traits such as Extroversion, Early Adopter Mentality.

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

The typical HBO MAX fan in United States is balanced, around 38.4 years old, with strong Extroversion tendencies and a notable affinity for HBO.

Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming

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 HBO MAX profile in United States.

Audience size
41.9M
in United States
Gender
53.5%♀
46.5% male
Age
38.4
average years
Country rank
#537
TV Channel in United States
Fig. 01

Search interest · 12-month trend

+42%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of HBO MAX

53.5% are female, 46.5% are male, average age 38.4.

Fig. 02

Gender split

53.5%
Female
46.5%
Male
Demographic split for HBO MAX audience in United States
MetricValue
Female53.5%
Male46.5%
Average age38.4
Estimated audience size41,909,007
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the HBO MAX audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3920%
40-4919%
50+19%
Fig. 04

Worldwide distribution

39.2%

of the worldwide HBO MAX audience comes from United States.

Worldwide audience distribution share by country for HBO MAX
CountryShare
United States39.2%
Brazil11.7%
Poland5.4%
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 HBO MAX audience in United States is strongest.

Fig. 05

Top regions by affinity

HBO MAX fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~90K1.37×
02Oregon~500K1.21×
03Maine~200K1.20×
04Massachusetts~900K1.19×
05Rhode Island~100K1.16×
06New York~2.5M1.10×
07Colorado~700K1.10×
08Washington, District of Columbia~100K1.10×
09Connecticut~400K1.07×
10Utah~400K1.06×
11Alaska~90K1.06×
12Arkansas~300K1.05×
13Montana~100K1.05×
14Washington~800K1.04×
15Kentucky~500K1.04×
16New Hampshire~200K1.04×
17New Mexico~200K1.03×
18West Virginia~200K1.03×
19California~4.5M1.02×
20Oklahoma~400K1.02×
21Missouri~600K1.00×
22Kansas~300K1.00×
23North Dakota~80K1.00×
24Pennsylvania~1.5M0.99×
25Michigan~1M0.99×
26Tennessee~800K0.99×
27New Jersey~1M0.98×
28Wisconsin~600K0.98×
29Illinois~1M0.97×
30Virginia~900K0.97×
31North Carolina~1M0.96×
32Arizona~800K0.96×
33Indiana~700K0.96×
34Minnesota~500K0.95×
35Louisiana~500K0.95×
36Idaho~200K0.95×
37Delaware~100K0.95×
38Maryland~600K0.94×
39Hawaii~200K0.93×
40Texas~3M0.92×
41Ohio~1M0.92×
42Iowa~300K0.91×
43Nebraska~200K0.91×
44Nevada~300K0.90×
45Georgia~1M0.89×
46Alabama~500K0.88×
47Mississippi~300K0.87×
48South Dakota~80K0.87×
49South Carolina~500K0.85×
50Florida~2M0.82×
Fig. 06

Affinity by region

Affinity by region — HBO MAX, United States
0.82×1.00×1.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HBO MAX audience
#·InterestCategoryAffinity×
01Tony AwardArts & Culture2.18×
02IGNMovies & TV2.12×
03Internet celebrityInternet & Social Media1.99×
04True DetectiveMovies & TV1.97×
05HBOMovies & TV1.92×
06Us WeeklyInternet & Social Media1.82×
07FandomLiterature1.77×
08RhetoricPolitics & Society1.69×
09Movie theaterMovies & TV1.66×
10Obsessed (2009 film)Movies & TV1.60×
11CrunchyrollGames1.60×
12Dylan O'BrienMovies & TV1.59×
13FlatbreadFood & Beverages1.59×
14Mixed martial artsSports1.54×
15Talk radioMusic & Radio1.52×
16Millie Bobby BrownMovies & TV1.52×
17RokuMovies & TV1.52×
18DemocracyPolitics & Society1.51×
19True crimeMovies & TV1.51×
20Diane KeatonMovies & TV1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HBO MAX 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 HBO MAX audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.21×
Early Adopter MentalityPOWER1.19×
IndulgenceJOY1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HBO MAX audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.89×
Family OrientationCONSERVATISM0.89×
Quality AwarenessPREMIUM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does HBO MAX have in United States?

HBO MAX has an estimated audience of 41,909,007 people in United States, concentrated in California and Texas.

02

What is the gender split and age of HBO MAX fans?

53.5% of HBO MAX fans are female, 46.5% are male, with an average age of 38.4 years.

03

Which brands do HBO MAX fans like most?

HBO MAX fans show strongest brand affinity for HBO (1.92×), Internet celebrity (1.99×), and Mixed martial arts (1.54×) over the country average.

04

Where do HBO MAX fans live in United States?

HBO MAX fans in United States are most concentrated in California (reach ~4.5M), Texas (reach ~3M), and New York (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do HBO MAX fans also like?

Beyond HBO MAX itself, the audience over-indexes on Internet celebrity (1.99×), Mixed martial arts (1.54×), Fandom (1.77×), and True Detective (1.97×) compared to the United States average.

Appendix

Explore more audiences

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

More TV / music streaming audiences in United States

See HBO MAX audiences in other countries

How to read this data

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