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: Grinch, Vocal harmony, Goop, Historic site, Governor of Michigan.
Top brand affinities include Grinch, Vocal harmony, Goop, with strongest over-indexing on Grinch (13.47× 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 Grinch.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Grinch | 13.47× | Movies & TV |
| Vocal harmony | 14.09× | Music & Radio |
| Goop | 15.27× | Internet & Social Media |
| Historic site | 9.11× | Arts & Culture |
| Governor of Michigan | 13.59× | Politics & Society |
| Wok | 12.01× | Food & Beverages |
| La Jolla | 14.95× | Travel & Leisure |
| Elsword | 25.4× | Games |
| Grace Slick | 13.27× | Music & Radio |
| Mathcore | 11.87× | Music & Radio |
| Google Home | 9.2× | Technology & Electronics |
| No Escape (1994 film) | 15.76× | Movies & TV |
| Hibachi | 10.63× | Food & Beverages |
| Hipster | 12.78× | Politics & Society |
| Fairy godmother | 9.88× | Literature |
| TV Fanatic | 14.01× | Movies & TV |
| headspace | 11.47× | Health |
| Harlow | 14.23× | Travel & Leisure |
| Guitarist (magazine) | 13.2× | Music & Radio |
| Cherish (group) | 12.41× | Music & Radio |
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.