Rascasse Audience Intelligence

Horse racing Audience in United States

A data profile of the people who buy, follow and care about Horse racing in United States — modelled from more than twelve digital signal sources. Horse racing has an estimated audience of 7,051,802 people in United States.

#3007among Topic in United States#401in Sports

The average Horse racing fan in United States is 42.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Horse training, Horses, Horse breeding, with strongest over-indexing on Horse training (4.73× the country average).

Demographically, the Horse racing audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Patriotism, Pet Ownership.

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

The typical Horse racing fan in United States is balanced, around 42.3 years old, with strong Patriotism tendencies and a notable affinity for Horse training.

Category: Sports · Type: Topic

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 Horse racing profile in United States.

Audience size
7.1M
in United States
Gender
45.9%♀
54.1% male
Age
42.3
average years
Country rank
#4981
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Horse racing fans

45.9% are female, 54.1% are male, average age 42.3.

Fig. 02

Gender split

45.9%
Female
54.1%
Male
Demographic split for Horse racing audience in United States
MetricValue
Female45.9%
Male54.1%
Average age42.3
Estimated audience size7,051,802
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Horse racing audience in United States
Age bracketShare%
16-1914%
20-2918%
30-3919%
40-4923%
50+27%
Fig. 04

Worldwide distribution

20.2%

of the worldwide Horse racing audience comes from United States.

Worldwide audience distribution share by country for Horse racing
CountryShare
United States20.2%
Japan15.0%
United Kingdom7.9%
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 Horse racing audience in United States is strongest.

Fig. 05

Top regions by affinity

Horse racing fans by region: top regions in United States
#RegionReachAffinity×
01Kentucky~200K1.96×
02Arkansas~90K1.54×
03Louisiana~100K1.53×
04New Mexico~50K1.50×
05Nebraska~50K1.32×
06Oklahoma~100K1.25×
07Arizona~200K1.17×
08Vermont~10K1.15×
09Missouri~100K1.14×
10New York~400K1.12×
11California~900K1.11×
12West Virginia~40K1.11×
13Montana~20K1.10×
14Indiana~100K1.09×
15Connecticut~80K1.09×
16North Dakota~20K1.04×
17Delaware~20K1.03×
18Texas~600K1.02×
19Florida~500K1.02×
20Pennsylvania~200K1.02×
21Ohio~200K1.01×
22New Hampshire~30K1.00×
23New Jersey~200K0.98×
24Minnesota~100K0.98×
25South Dakota~20K0.97×
26Rhode Island~20K0.96×
27Nevada~60K0.95×
28Kansas~50K0.95×
29Iowa~50K0.94×
30Maine~20K0.94×
31Washington~100K0.92×
32Idaho~30K0.92×
33Massachusetts~100K0.91×
34Maryland~100K0.91×
35Illinois~200K0.88×
36Virginia~100K0.87×
37Michigan~200K0.86×
38Mississippi~50K0.85×
39Colorado~90K0.83×
40Alaska~10K0.82×
41Wisconsin~90K0.81×
42South Carolina~80K0.79×
43Oregon~60K0.79×
44Washington, District of Columbia~20K0.79×
45Tennessee~100K0.78×
46Utah~50K0.75×
47Hawaii~20K0.75×
48North Carolina~200K0.73×
49Alabama~70K0.70×
50Georgia~100K0.68×
Fig. 06

Affinity by region

Affinity by region — Horse racing, United States
0.68×1.00×1.96×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Horse racing audience
#·InterestCategoryAffinity×
01Xabi AlonsoSports10.38×
02Arabian horsePets & Animals7.23×
03Show jumpingSports6.62×
04Horse tackSports6.51×
05SaddleSports6.35×
06Equine nutritionPets & Animals5.89×
07Equine therapyHealth5.77×
08American Quarter HorsePets & Animals5.42×
09Horse & RiderPets & Animals5.40×
10Horse breedingPets & Animals5.10×
11PonyPets & Animals4.88×
12Horse trainingPets & Animals4.73×
13Wild horsePets & Animals3.84×
14RodeoSports2.63×
15Duck huntingSports2.63×
16Kyle BuschSports2.61×
17HorsesPets & Animals2.31×
18RanchTravel & Leisure1.97×
19LivestockPets & Animals1.62×
20AutoZoneCars & Mobility1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Horse racing 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 Horse racing audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.28×
Pet OwnershipJOY1.26×
Risk AppetiteTHRILL1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Horse racing audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.00×
Career OrientationPOWER1.05×
Urban LifestyleOPEN1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Horse racing have in United States?

Horse racing has an estimated audience of 7,051,802 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Horse racing fans?

45.9% of Horse racing fans are female, 54.1% are male, with an average age of 42.3 years.

03

Which brands do Horse racing fans like most?

Horse racing fans show strongest brand affinity for Horse training (4.73×), Horses (2.31×), and Horse breeding (5.1×) over the country average.

04

Where do Horse racing fans live in United States?

Horse racing fans in United States are most concentrated in California (reach ~900K), Texas (reach ~600K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Horse racing fans also like?

Beyond Horse racing itself, the audience over-indexes on Horses (2.31×), Horse breeding (5.1×), Horse & Rider (5.4×), and American Quarter Horse (5.42×) compared to the United States average.

Appendix

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How to read this data

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