Rascasse Audience Intelligence

MLB Audience in United States

A data profile of the people who buy, follow and care about MLB in United States — modelled from more than twelve digital signal sources. MLB has an estimated audience of 64,308,252 people in United States.

#1among Baseball in United States#5among Event in United States#18in Sports

The average MLB fan in United States is 35.9 years old, more male, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include New York Yankees, NBA Finals, NBA playoffs, with strongest over-indexing on New York Yankees (2.04× the country average).

Demographically, the MLB audience skews more male with an average age of 35.9, and over-indexes on personality traits such as Sports Activity, Social Media Usage.

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

The typical MLB fan in United States is more male, around 35.9 years old, with strong Sports Activity tendencies and a notable affinity for New York Yankees.

Category: Sports · Type: Event · Subtype: Baseball

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 MLB profile in United States.

Audience size
64.3M
in United States
Gender
40.6%♀
59.4% male
Age
35.9
average years
Country rank
#242
Event in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of MLB fans

40.6% are female, 59.4% are male, average age 35.9.

Fig. 02

Gender split

40.6%
Female
59.4%
Male
Demographic split for MLB audience in United States
MetricValue
Female40.6%
Male59.4%
Average age35.9
Estimated audience size64,308,252
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the MLB audience in United States
Age bracketShare%
16-1930%
20-2920%
30-3918%
40-4917%
50+16%
Fig. 04

Worldwide distribution

35.2%

of the worldwide MLB audience comes from United States.

Worldwide audience distribution share by country for MLB
CountryShare
United States35.2%
Dominican Republic11.2%
Japan9.8%
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 MLB audience in United States is strongest.

Fig. 05

Top regions by affinity

MLB fans by region: top regions in United States
#RegionReachAffinity×
01California~12M1.66×
02Nevada~1M1.65×
03Arizona~2M1.59×
04Wisconsin~1.5M1.55×
05New Jersey~2.5M1.52×
06New York~5M1.46×
07Illinois~3M1.44×
08Washington~2M1.44×
09Rhode Island~300K1.44×
10Connecticut~900K1.39×
11Pennsylvania~3M1.38×
12Massachusetts~1.5M1.35×
13Delaware~200K1.29×
14Vermont~100K1.21×
15Maine~300K1.19×
16Hawaii~300K1.15×
17New Hampshire~300K1.13×
18Florida~4.5M1.08×
19New Mexico~300K1.08×
20Montana~200K1.03×
21Maryland~1M1.01×
22Oregon~700K1.00×
23Ohio~2M0.98×
24Michigan~1.5M0.98×
25Missouri~1M0.97×
26Colorado~900K0.95×
27Texas~5M0.91×
28Idaho~300K0.91×
29South Dakota~100K0.90×
30Alaska~100K0.90×
31Indiana~1M0.86×
32Kansas~400K0.85×
33Iowa~400K0.83×
34North Dakota~100K0.81×
35Virginia~1M0.78×
36Utah~400K0.76×
37Washington, District of Columbia~100K0.75×
38Minnesota~700K0.74×
39North Carolina~1.5M0.73×
40Georgia~1.5M0.71×
41South Carolina~700K0.68×
42Kentucky~500K0.68×
43Nebraska~200K0.66×
44Tennessee~800K0.62×
45Mississippi~300K0.61×
46Louisiana~500K0.57×
47Arkansas~300K0.57×
48West Virginia~200K0.57×
49Oklahoma~300K0.50×
50Alabama~400K0.47×
Fig. 06

Affinity by region

Affinity by region — MLB, United States
0.47×1.00×1.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for MLB audience
#·InterestCategoryAffinity×
01MLB.comSports2.15×
02New York YankeesSports2.04×
03Kansas City ChiefsSports1.86×
04Boston Red SoxSports1.85×
05Cleveland BrownsSports1.79×
06Milwaukee BrewersSports1.77×
07New York GiantsSports1.73×
08SoftballSports1.69×
09Las Vegas RaidersSports1.67×
10NBA FinalsSports1.61×
11New York KnicksSports1.59×
12Green Bay PackersSports1.58×
13San Francisco 49ersSports1.58×
14Chicago BullsSports1.56×
15Pittsburgh SteelersSports1.55×
16Seattle MarinersSports1.55×
17NBA playoffsSports1.54×
18Boston CelticsSports1.53×
19Aaron RodgersSports1.52×
20Miami DolphinsSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the MLB 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 MLB audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER0.96×
Social Media UsageJOY0.93×
PatriotismCONSERVATISM0.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by MLB audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.73×
Design AffinityPREMIUM0.76×
Quality AwarenessPREMIUM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does MLB have in United States?

MLB has an estimated audience of 64,308,252 people in United States, concentrated in California and New York.

02

What is the gender split and age of MLB fans?

40.6% of MLB fans are female, 59.4% are male, with an average age of 35.9 years.

03

Which brands do MLB fans like most?

MLB fans show strongest brand affinity for New York Yankees (2.04×), NBA Finals (1.61×), and NBA playoffs (1.54×) over the country average.

04

Where do MLB fans live in United States?

MLB fans in United States are most concentrated in California (reach ~12M), New York (reach ~5M), and Texas (reach ~5M). These three regions account for the largest share of the active audience.

05

What other brands do MLB fans also like?

Beyond MLB itself, the audience over-indexes on NBA Finals (1.61×), NBA playoffs (1.54×), Kansas City Chiefs (1.86×), and MLB.com (2.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Baseball audiences in United States

See MLB audiences in other countries

How to read this data

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