Rascasse Audience Intelligence

Indie folk Audience in United States

A data profile of the people who buy, follow and care about Indie folk in United States — modelled from more than twelve digital signal sources. Indie folk has an estimated audience of 1,453,910 people in United States.

#284among Musical genre in United States#7405among Topic in United States#2186in Music & Radio

The average Indie folk fan in United States is 38.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Bon Iver, International education, Britpop, with strongest over-indexing on Bon Iver (61.41× the country average).

Demographically, the Indie folk audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Tradition, Community Orientation.

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

The typical Indie folk fan in United States is balanced, around 38.7 years old, with strong Tradition tendencies and a notable affinity for Bon Iver.

Category: Music & Radio · Type: Topic · Subtype: Musical genre

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 Indie folk profile in United States.

Audience size
1.5M
in United States
Gender
47.5%♀
52.5% male
Age
38.7
average years
Country rank
#18179
Topic in United States
Fig. 01

Search interest · 12-month trend

+47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Indie folk fans

47.5% are female, 52.5% are male, average age 38.7.

Fig. 02

Gender split

47.5%
Female
52.5%
Male
Demographic split for Indie folk audience in United States
MetricValue
Female47.5%
Male52.5%
Average age38.7
Estimated audience size1,453,910
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Indie folk audience in United States
Age bracketShare%
16-1924%
20-2918%
30-3917%
40-4918%
50+23%
Fig. 04

Worldwide distribution

24.2%

of the worldwide Indie folk audience comes from United States.

Worldwide audience distribution share by country for Indie folk
CountryShare
United States24.2%
Mexico11.4%
United Kingdom8.7%
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 Indie folk audience in United States is strongest.

Fig. 05

Top regions by affinity

Indie folk fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~30K1.67×
02Alaska~4K1.23×
03Vermont~3K1.18×
04North Dakota~3K1.15×
05South Dakota~4K1.13×
06Utah~10K1.10×
07Montana~4K1.09×
08Rhode Island~5K1.07×
09Idaho~8K1.04×
10Delaware~4K1.03×
11Washington~30K1.02×
12Maine~5K1.01×
13Nebraska~7K1.00×
14West Virginia~7K1.00×
15Arkansas~10K0.99×
16Hawaii~6K0.99×
17New Hampshire~6K0.99×
18Indiana~30K0.98×
19Minnesota~20K0.98×
20Missouri~20K0.97×
21Kentucky~20K0.97×
22Washington, District of Columbia~4K0.97×
23Wisconsin~20K0.96×
24Colorado~20K0.95×
25Kansas~10K0.95×
26New Mexico~7K0.95×
27Massachusetts~30K0.94×
28Mississippi~10K0.94×
29Oklahoma~10K0.93×
30Iowa~10K0.93×
31Michigan~30K0.91×
32Alabama~20K0.91×
33Louisiana~20K0.91×
34Connecticut~10K0.91×
35Pennsylvania~40K0.90×
36Tennessee~30K0.90×
37South Carolina~20K0.89×
38Nevada~10K0.89×
39North Carolina~40K0.88×
40Virginia~30K0.87×
41Ohio~40K0.86×
42Arizona~30K0.86×
43Maryland~20K0.86×
44California~100K0.85×
45Georgia~40K0.81×
46Illinois~40K0.80×
47New Jersey~30K0.80×
48New York~60K0.79×
49Texas~100K0.78×
50Florida~70K0.70×
Fig. 06

Affinity by region

Affinity by region — Indie folk, United States
0.70×1.00×1.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Indie folk audience
#·InterestCategoryAffinity×
01Bon IverMusic & Radio61.41×
02MobyMusic & Radio19.85×
03International educationBusiness & Career17.33×
04Franz Ferdinand (band)Music & Radio16.78×
05Florence and the MachineMusic & Radio13.98×
06Fiona AppleMusic & Radio12.46×
07Military pressSports11.31×
08DiscogsMusic & Radio11.30×
09Disneyland ParisTravel & Leisure8.00×
10BritpopMusic & Radio7.26×
11ImprovisationMusic & Radio7.08×
12Scarface (1983 film)Movies & TV5.71×
13ShrekMovies & TV5.31×
14Folk musicMusic & Radio4.90×
15Teyana TaylorMovies & TV4.65×
16Web serverTechnology & Electronics4.14×
17DancehallsMusic & Radio3.57×
18Non-alcoholic beverageFood & Beverages3.48×
19RadioTechnology & Electronics2.39×
20Trader Joe'sShopping1.82×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Indie folk 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 Indie folk audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM2.40×
Community OrientationOPEN2.02×
SustainabilityBALANCE1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Indie folk audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.57×
Family OrientationCONSERVATISM0.63×
DIY MentalityTHRILL0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Indie folk have in United States?

Indie folk has an estimated audience of 1,453,910 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Indie folk fans?

47.5% of Indie folk fans are female, 52.5% are male, with an average age of 38.7 years.

03

Which brands do Indie folk fans like most?

Indie folk fans show strongest brand affinity for Bon Iver (61.41×), International education (17.33×), and Britpop (7.26×) over the country average.

04

Where do Indie folk fans live in United States?

Indie folk fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Indie folk fans also like?

Beyond Indie folk itself, the audience over-indexes on International education (17.33×), Britpop (7.26×), Disneyland Paris (8×), and Folk music (4.9×) compared to the United States average.

Appendix

Explore more audiences

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

More Musical genre audiences in United States

See Indie folk audiences in other countries

How to read this data

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