Rascasse Audience Intelligence

HGTV Audience in United States

A data profile of the people who buy, follow and care about HGTV in United States — modelled from more than twelve digital signal sources. HGTV has an estimated audience of 319,825 people in United States.

#490among TV Channel in United States#8493in Movies & TV

The average HGTV fan in United States is 39.6 years old, more female, and lives primarily in Florida.

The audience is concentrated in Florida, California, Texas.

Top brand affinities include Hobby Lobby, Ace Hardware, Menards, with strongest over-indexing on Hobby Lobby (1.57× the country average).

Demographically, the HGTV audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical HGTV fan in United States is more female, around 39.6 years old, with strong Quality Awareness tendencies and a notable affinity for Hobby Lobby.

Category: Movies & TV · Type: TV Channel

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 HGTV profile in United States.

Audience size
320K
in United States
Gender
60.9%♀
39.1% male
Age
39.6
average years
Country rank
#46791
TV Channel in United States
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of HGTV

60.9% are female, 39.1% are male, average age 39.6.

Fig. 02

Gender split

60.9%
Female
39.1%
Male
Demographic split for HGTV audience in United States
MetricValue
Female60.9%
Male39.1%
Average age39.6
Estimated audience size319,825
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the HGTV audience in United States
Age bracketShare%
16-1920%
20-2919%
30-3919%
40-4921%
50+22%
Fig. 04

Worldwide distribution

21.2%

of the worldwide HGTV audience comes from United States.

Worldwide audience distribution share by country for HGTV
CountryShare
Germany55.5%
United States21.2%
Austria5.2%
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 HGTV audience in United States is strongest.

Fig. 05

Top regions by affinity

HGTV fans by region: top regions in United States
#RegionReachAffinity×
01South Carolina~7K1.43×
02Alabama~6K1.33×
03North Carolina~10K1.26×
04New Hampshire~2K1.25×
05Florida~30K1.22×
06Michigan~10K1.21×
07Indiana~7K1.19×
08Georgia~10K1.18×
09Ohio~10K1.16×
10Connecticut~4K1.15×
11Delaware~1K1.15×
12Tennessee~7K1.14×
13West Virginia~2K1.12×
14Iowa~3K1.10×
15Pennsylvania~10K1.08×
16New Jersey~9K1.08×
17Louisiana~4K1.08×
18Kentucky~4K1.07×
19Rhode Island~1K1.06×
20Wisconsin~5K1.05×
21Arkansas~3K1.05×
22Kansas~3K1.03×
23South Dakota<1K1.03×
24Maine~1K1.02×
25Virginia~8K1.00×
26New York~20K0.99×
27Missouri~5K0.98×
28Minnesota~4K0.97×
29Nevada~3K0.97×
30Alaska<1K0.97×
31Mississippi~2K0.94×
32Vermont<1K0.94×
33Massachusetts~6K0.93×
34Arizona~6K0.92×
35Maryland~5K0.92×
36Colorado~5K0.92×
37Nebraska~1K0.90×
38Oklahoma~3K0.89×
39Montana<1K0.89×
40Illinois~9K0.88×
41New Mexico~1K0.87×
42Washington, District of Columbia<1K0.86×
43Utah~2K0.82×
44Idaho~1K0.81×
45Hawaii~1K0.81×
46North Dakota<1K0.81×
47Washington~5K0.79×
48Texas~20K0.71×
49Oregon~3K0.71×
50California~20K0.67×
Fig. 06

Affinity by region

Affinity by region — HGTV, United States
0.67×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HGTV audience
#·InterestCategoryAffinity×
01Kitchen DesignHome & Garden2.80×
02HGTV Dream HomeMovies & TV2.51×
03Discovery CommunicationsMovies & TV2.43×
04DIY (magazine)Home & Garden2.38×
05Home RenovationsHome & Garden2.05×
06TLC (TV network)Movies & TV2.01×
07HouzzHome & Garden1.96×
08Ace HardwareHome & Garden1.90×
09Khan AcademyBusiness & Career1.78×
10FarmhouseTravel & Leisure1.64×
11Garden furnitureHome & Garden1.64×
12MenardsHome & Garden1.61×
13BackyardHome & Garden1.61×
14QVCMovies & TV1.60×
15PatioHome & Garden1.59×
16Discovery ChannelMovies & TV1.59×
17Ashley Furniture HomeStoresHome & Garden1.58×
18Hobby LobbyHome & Garden1.57×
19HomeGoodsHome & Garden1.54×
20AnthropologieShopping1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HGTV 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 HGTV audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.30×
Design AffinityPREMIUM1.26×
Price SensitivityPREMIUM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HGTV audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.94×
Early Adopter MentalityPOWER0.95×
Pet OwnershipJOY0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does HGTV have in United States?

HGTV has an estimated audience of 319,825 people in United States, concentrated in Florida and California.

02

What is the gender split and age of HGTV fans?

60.9% of HGTV fans are female, 39.1% are male, with an average age of 39.6 years.

03

Which brands do HGTV fans like most?

HGTV fans show strongest brand affinity for Hobby Lobby (1.57×), Ace Hardware (1.9×), and Menards (1.61×) over the country average.

04

Where do HGTV fans live in United States?

HGTV fans in United States are most concentrated in Florida (reach ~30K), California (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do HGTV fans also like?

Beyond HGTV itself, the audience over-indexes on Ace Hardware (1.9×), Menards (1.61×), DIY (magazine) (2.38×), and TLC (TV network) (2.01×) compared to the United States average.

Appendix

Explore more audiences

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

More Movies & TV audiences in United States

See HGTV audiences in other countries

How to read this data

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