Rascasse Audience Intelligence

Latto Audience in United States

A data profile of the people who buy, follow and care about Latto in United States — modelled from more than twelve digital signal sources. Latto has an estimated audience of 4,279,233 people in United States.

#36among Hip hop in United States#914among Person in United States#695in Music & Radio

The average Latto fan in United States is 30.2 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include TikTok, Rick and Morty, Ariana Grande, with strongest over-indexing on TikTok (2.33× the country average).

Demographically, the Latto audience skews more female with an average age of 30.2, and over-indexes on personality traits such as Mindfulness, Luxury Orientation.

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

The typical Latto fan in United States is more female, around 30.2 years old, with strong Mindfulness tendencies and a notable affinity for TikTok.

Category: Music & Radio · Type: Person · Subtype: Hip hop

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 Latto profile in United States.

Audience size
4.3M
in United States
Gender
65.9%♀
34.1% male
Age
30.2
average years
Country rank
#7601
Person in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Latto fans

65.9% are female, 34.1% are male, average age 30.2.

Fig. 02

Gender split

65.9%
Female
34.1%
Male
Demographic split for Latto audience in United States
MetricValue
Female65.9%
Male34.1%
Average age30.2
Estimated audience size4,279,233
Fig. 03

Age distribution

Ø 30.2
average years
Age distribution of the Latto audience in United States
Age bracketShare%
16-1944%
20-2924%
30-3915%
40-4911%
50+6%
Fig. 04

Worldwide distribution

67.0%

of the worldwide Latto audience comes from United States.

Worldwide audience distribution share by country for Latto
CountryShare
United States67.0%
United Kingdom3.9%
Canada3.8%
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 Latto audience in United States is strongest.

Fig. 05

Top regions by affinity

Latto fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~300K2.46×
02Mississippi~70K2.03×
03Louisiana~100K1.94×
04Alabama~100K1.84×
05Maryland~100K1.71×
06South Carolina~100K1.69×
07North Carolina~200K1.60×
08Virginia~100K1.40×
09Texas~500K1.37×
10Washington, District of Columbia~20K1.37×
11Delaware~10K1.29×
12Ohio~200K1.22×
13Florida~300K1.21×
14Arkansas~40K1.19×
15Tennessee~100K1.18×
16New York~300K1.15×
17New Jersey~100K1.13×
18Connecticut~50K1.13×
19Pennsylvania~200K1.11×
20Michigan~100K1.08×
21Illinois~100K1.06×
22Indiana~80K1.06×
23Missouri~70K1.03×
24Kentucky~50K1.03×
25Nevada~40K1.03×
26Oklahoma~50K0.99×
27Rhode Island~10K0.96×
28Massachusetts~80K0.92×
29California~400K0.89×
30Arizona~70K0.87×
31Kansas~30K0.79×
32Hawaii~10K0.77×
33West Virginia~10K0.75×
34Wisconsin~50K0.74×
35Nebraska~20K0.74×
36New Mexico~20K0.73×
37Washington~60K0.69×
38Minnesota~40K0.69×
39Colorado~40K0.66×
40Alaska~6K0.63×
41North Dakota~5K0.62×
42Iowa~20K0.61×
43South Dakota~6K0.60×
44Oregon~30K0.57×
45New Hampshire~9K0.54×
46Vermont~4K0.53×
47Maine~8K0.52×
48Montana~6K0.48×
49Utah~20K0.46×
50Idaho~10K0.45×
Fig. 06

Affinity by region

Affinity by region — Latto, United States
0.45×1.00×2.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Latto audience
#·InterestCategoryAffinity×
01Lana Del ReyMusic & Radio6.85×
02Kendall JennerFashion & Accessoires6.40×
03Madison BeerMusic & Radio5.32×
04Rick and MortyMovies & TV5.04×
05Teyana TaylorMovies & TV4.93×
06Hailee SteinfeldMovies & TV4.26×
07Cardi BMusic & Radio4.12×
08Ariana GrandeMusic & Radio3.80×
09Hair ExtensionsBeauty & Wellness2.72×
10Curly HairBeauty & Wellness2.54×
11TikTokInternet & Social Media2.33×
12ULTA BeautyBeauty & Wellness2.28×
13YouTube MusicInternet & Social Media2.27×
14Personal careHealth1.85×
15Do it yourself (DIY)Home & Garden1.66×
16Harry PotterMovies & TV1.60×
17CosmeticsBeauty & Wellness1.57×
18SupermanMovies & TV1.56×
19SpotifyInternet & Social Media1.56×
20Macy'sShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Latto 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 Latto audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.54×
Luxury OrientationPREMIUM1.43×
TraditionCONSERVATISM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Latto audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.79×
Quality AwarenessPREMIUM0.81×
IndividualismJOY0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Latto have in United States?

Latto has an estimated audience of 4,279,233 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Latto fans?

65.9% of Latto fans are female, 34.1% are male, with an average age of 30.2 years.

03

Which brands do Latto fans like most?

Latto fans show strongest brand affinity for TikTok (2.33×), Rick and Morty (5.04×), and Ariana Grande (3.8×) over the country average.

04

Where do Latto fans live in United States?

Latto fans in United States are most concentrated in Texas (reach ~500K), California (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Latto fans also like?

Beyond Latto itself, the audience over-indexes on Rick and Morty (5.04×), Ariana Grande (3.8×), Superman (1.56×), and Kendall Jenner (6.4×) compared to the United States average.

Appendix

Explore more audiences

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

More Hip hop audiences in United States

See Latto audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 200+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →