HBO MAX Audience in United States
HBO MAX has an estimated audience of 38,467,555 people in United States. 53.5% are female, 46.5% are male, average age 38.4. Top brand affinities: Google Maps, Capital One, Indeed.com, Beetlejuice, Diane Keaton.
Top brand affinities include Google Maps, Capital One, Indeed.com, with strongest over-indexing on Google Maps (13.5× 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 Luxury Orientation, Risk Appetite.
Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming
Demographics of HBO MAX fans
| Metric | Value |
|---|---|
| Female | 53.5% |
| Male | 46.5% |
| Average age | 38.4 |
| Estimated audience size | 38,467,555 |
Audience persona
The typical HBO MAX fan in United States is balanced, around 38.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Google Maps.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Google Maps | 13.5× | Internet & Social Media |
| Capital One | 13.04× | Business & Career |
| Indeed.com | 13.3× | Business & Career |
| Beetlejuice | 11.48× | Movies & TV |
| Diane Keaton | 13.88× | Movies & TV |
| Enterprise Rent-A-Car | 12.68× | Cars & Mobility |
| Aaron Rodgers | 12.77× | Sports |
| Circle K | 13.76× | Shopping |
| Google News | 11.37× | News |
| CarGurus | 11.09× | Cars & Mobility |
| Bruce Willis | 13.54× | Movies & TV |
| DeviantArt | 12.67× | Internet & Social Media |
| Khan Academy | 14.68× | Business & Career |
| Apple Store | 13.79× | Shopping |
| AccuWeather | 10.18× | Home & Garden |
| ICloud | 14.59× | Technology & Electronics |
| Google Earth | 15.26× | Internet & Social Media |
| Twin Peaks | 13.11× | Movies & TV |
| Margot Robbie | 13.93× | Movies & TV |
| Billy Bob Thornton | 12.81× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.68 |
| Risk Appetite | THRILL | 1.5 |
| Extroversion | THRILL | 1.31 |
| Social Media Usage | JOY | 1.14 |
| LGBTQ+ Identity | OPEN | 1.07 |
| Early Adopter Mentality | POWER | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 40.6% |
| Brazil | 11.7% |
| Poland | 5.8% |
See HBO MAX audiences in other countries
More TV / music streaming audiences in United States
- Spotify (91,131,922)
- Peacock (52,578,556)
- Netflix (50,510,278)
- YouTube Music (31,014,438)
- Apple TV (25,151,778)
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.