Rascasse Audience Intelligence

Mega Millions Target Market in United States

A data profile of the people who buy, follow and care about Mega Millions in United States — modelled from more than twelve digital signal sources. Mega Millions has an estimated audience of 20,172,234 people in United States.

#165among Brand in United States#26in Games

The average Mega Millions fan in United States is 44.8 years old, more male, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Powerball, Michigan Lottery, Arizona Lottery, with strongest over-indexing on Powerball (61.16× the country average).

Demographically, the Mega Millions audience skews more male with an average age of 44.8, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Mega Millions fan in United States is more male, around 44.8 years old, with strong Need for Security tendencies and a notable affinity for Powerball.

Category: Games · Type: Brand

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 Mega Millions profile in United States.

Audience size
20.2M
in United States
Gender
41.9%♀
58.1% male
Age
44.8
average years
Country rank
#1631
Brand in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mega Millions

41.9% are female, 58.1% are male, average age 44.8.

Fig. 02

Gender split

41.9%
Female
58.1%
Male
Demographic split for Mega Millions audience in United States
MetricValue
Female41.9%
Male58.1%
Average age44.8
Estimated audience size20,172,234
Fig. 03

Age distribution

Ø 44.8
average years
Age distribution of the Mega Millions audience in United States
Age bracketShare%
16-198%
20-2916%
30-3920%
40-4922%
50+34%
Fig. 04

Worldwide distribution

86.8%

of the worldwide Mega Millions audience comes from United States.

Worldwide audience distribution share by country for Mega Millions
CountryShare
United States86.8%
United Kingdom1.7%
South Africa1.3%
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 Mega Millions audience in United States is strongest.

Fig. 05

Top regions by affinity

Mega Millions customers by region in United States
#RegionReachAffinity×
01West Virginia~200K1.59×
02Delaware~90K1.56×
03South Carolina~500K1.48×
04Rhode Island~90K1.40×
05Mississippi~200K1.39×
06Wisconsin~400K1.34×
07Arizona~500K1.31×
08Kentucky~300K1.30×
09Massachusetts~500K1.28×
10Maryland~400K1.25×
11New Hampshire~100K1.22×
12Virginia~600K1.19×
13Michigan~600K1.15×
14Tennessee~400K1.10×
15Arkansas~200K1.10×
16Iowa~200K1.10×
17Alabama~300K1.08×
18New Mexico~100K1.07×
19North Carolina~600K1.06×
20Oklahoma~200K1.06×
21Ohio~700K1.05×
22Missouri~300K1.04×
23Nebraska~100K1.04×
24New Jersey~500K1.03×
25Idaho~100K1.03×
26South Dakota~50K1.01×
27Georgia~600K1.00×
28Maine~70K1.00×
29Florida~1.5M0.99×
30Pennsylvania~600K0.95×
31Kansas~200K0.95×
32Montana~50K0.95×
33Connecticut~200K0.94×
34Louisiana~200K0.93×
35Vermont~30K0.93×
36Minnesota~300K0.90×
37New York~1M0.89×
38Indiana~300K0.86×
39North Dakota~40K0.86×
40Washington, District of Columbia~50K0.85×
41Oregon~200K0.83×
42Wyoming~20K0.82×
43Nevada~200K0.77×
44Illinois~500K0.76×
45Colorado~200K0.72×
46Texas~1M0.69×
47California~1.5M0.66×
48Utah~100K0.62×
49Washington~200K0.54×
50Hawaii~20K0.27×
Fig. 06

Affinity by region

Affinity by region — Mega Millions, United States
0.27×1.00×1.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mega Millions audience
#·InterestCategoryAffinity×
01National Lottery (Ireland)Games104.36×
02National LotteryGames71.17×
03EuroMillionsGames63.30×
04PowerballGames61.16×
05Michigan LotteryGames59.77×
06Golden CasketGames58.68×
07Washington's LotteryGames50.99×
08Hoosier LotteryGames43.89×
09Lotto MaxGames41.41×
10Nebraska LotteryGames38.28×
11National Lottery (United Kingdom)Games37.69×
12Arizona LotteryGames33.93×
13The LotteryLiterature30.43×
14ScratchcardGames23.37×
15Pennsylvania LotteryGames17.59×
16WSB-TVMovies & TV12.18×
17New York LotteryGames11.21×
18Florida LotteryGames10.34×
19California State LotteryGames9.81×
20LotteryGames5.28×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mega Millions 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 Mega Millions audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.30×
PatriotismCONSERVATISM1.22×
Risk AppetiteTHRILL1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mega Millions audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.82×
Quality AwarenessPREMIUM0.88×
Early Adopter MentalityPOWER0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mega Millions's target market in United States?

Mega Millions's target market in United States covers an estimated 20,172,234 people, concentrated in California and Florida.

02

What is the gender split and age of Mega Millions customers?

41.9% of the Mega Millions audience are female, 58.1% are male, with an average age of 44.8 years.

03

Which brands do Mega Millions fans like most?

Mega Millions fans show strongest brand affinity for Powerball (61.16×), Michigan Lottery (59.77×), and Arizona Lottery (33.93×) over the country average.

04

Where do Mega Millions fans live in United States?

Mega Millions fans in United States are most concentrated in California (reach ~1.5M), Florida (reach ~1.5M), and Texas (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Mega Millions fans also like?

Beyond Mega Millions itself, the audience over-indexes on Michigan Lottery (59.77×), Arizona Lottery (33.93×), Washington's Lottery (50.99×), and Hoosier Lottery (43.89×) compared to the United States average.

Appendix

Explore more audiences

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

More Games audiences in United States

See Mega Millions audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Mega Millions. 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 170+ countries

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

See pricing →