HGTV Audience in United States
HGTV has an estimated audience of 319,825 people in United States. 60.9% are female, 39.1% are male, average age 39.6. Top regions: Florida, California, Texas. Top brand affinities: Lowe's, Hobby Lobby, Ace Hardware, Menards, DIY (magazine).
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 Lowe's, Hobby Lobby, Ace Hardware, with strongest over-indexing on Lowe's (1.66× 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 Design Affinity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Movies & TV · Type: TV Channel
Demographics of HGTV fans
| Metric | Value |
|---|---|
| Female | 60.9% |
| Male | 39.1% |
| Average age | 39.6 |
| Estimated audience size | 319,825 |
Audience persona
The typical HGTV fan in United States is more female, around 39.6 years old, with strong Design Affinity tendencies and a notable affinity for Lowe's.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| Florida | 26,683 | 1.23× |
| California | 24,014 | 0.68× |
| Texas | 19,866 | 0.72× |
| New York | 18,241 | 1.02× |
| North Carolina | 12,425 | 1.29× |
| Georgia | 12,314 | 1.25× |
| Pennsylvania | 12,129 | 1.13× |
| Ohio | 11,601 | 1.18× |
| Michigan | 10,469 | 1.25× |
| Illinois | 9,990 | 0.94× |
| New Jersey | 8,534 | 1.05× |
| Virginia | 8,287 | 1.06× |
| Tennessee | 7,411 | 1.16× |
| Indiana | 7,299 | 1.25× |
| South Carolina | 7,013 | 1.46× |
| Alabama | 6,449 | 1.44× |
| Arizona | 6,321 | 0.97× |
| Massachusetts | 6,042 | 0.96× |
| Washington | 5,297 | 0.83× |
| Maryland | 5,102 | 0.93× |
| Wisconsin | 5,082 | 1.06× |
| Missouri | 5,073 | 0.98× |
| Colorado | 4,751 | 0.94× |
| Minnesota | 4,585 | 1× |
| Kentucky | 4,219 | 1.05× |
| Louisiana | 4,058 | 0.98× |
| Connecticut | 3,594 | 1.12× |
| Oklahoma | 3,202 | 0.9× |
| Nevada | 3,118 | 1.01× |
| Iowa | 3,026 | 1.15× |
| Arkansas | 2,713 | 1.03× |
| Oregon | 2,531 | 0.69× |
| Kansas | 2,507 | 0.99× |
| Mississippi | 2,343 | 0.89× |
| Utah | 2,334 | 0.81× |
| New Hampshire | 1,610 | 1.28× |
| West Virginia | 1,526 | 1.02× |
| New Mexico | 1,388 | 0.87× |
| Nebraska | 1,360 | 0.85× |
| Idaho | 1,253 | 0.78× |
| Maine | 1,204 | 1.05× |
| Hawaii | 1,144 | 0.83× |
| Rhode Island | 1,095 | 1.08× |
| Delaware | 922 | 1.04× |
| Washington, District of Columbia | 780 | 0.81× |
| South Dakota | 696 | 0.94× |
| Montana | 670 | 0.76× |
| Alaska | 642 | 0.94× |
| Vermont | 512 | 0.91× |
| North Dakota | 448 | 0.68× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lowe's | 1.66× | Shopping |
| Hobby Lobby | 1.57× | Home & Garden |
| Ace Hardware | 1.9× | Home & Garden |
| Menards | 1.61× | Home & Garden |
| DIY (magazine) | 2.38× | Home & Garden |
| TLC (TV network) | 2.01× | Movies & TV |
| HomeGoods | 1.54× | Home & Garden |
| Patio | 1.59× | Home & Garden |
| Home Renovations | 2.05× | Home & Garden |
| Backyard | 1.61× | Home & Garden |
| Anthropologie | 1.5× | Shopping |
| Farmhouse | 1.64× | Travel & Leisure |
| Ashley Furniture HomeStores | 1.58× | Home & Garden |
| QVC | 1.6× | Movies & TV |
| Khan Academy | 1.78× | Business & Career |
| Houzz | 1.96× | Home & Garden |
| Garden furniture | 1.64× | Home & Garden |
| HGTV Dream Home | 2.51× | Movies & TV |
| Kitchen Design | 2.8× | Home & Garden |
| Tile | 1.51× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.19 |
| Indulgence | JOY | 1.69 |
| Price Sensitivity | PREMIUM | 1.48 |
| DIY Mentality | THRILL | 1.41 |
| Sustainability | BALANCE | 1.37 |
| Creativity | OPEN | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 55.6% |
| United States | 21.3% |
| Austria | 5.3% |
See HGTV audiences in other countries
More Movies & TV audiences in United States
- Fox News Channel (112,808,022)
- NBC (88,487,061)
- CNN (83,890,105)
- CBS (64,911,558)
- Peacock (52,578,556)
Frequently asked questions
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.
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.
Which brands do HGTV fans like most?
HGTV fans show strongest brand affinity for Lowe's (1.66×), Hobby Lobby (1.57×), and Ace Hardware (1.9×) over the country average.
Where do HGTV fans live in United States?
HGTV fans in United States are most concentrated in Florida (reach 26,683), California (reach 24,014), and Texas (reach 19,866). These three regions account for the largest share of the active audience.
What other brands do HGTV fans also like?
Beyond HGTV itself, the audience over-indexes on Hobby Lobby (1.57×), Ace Hardware (1.9×), Menards (1.61×), and DIY (magazine) (2.38×) compared to the United States average.
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.