MLB Audience in United States

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MLB has an estimated audience of 63,450,411 people in United States. 40.6% are female, 59.4% are male, average age 35.9. Top regions: California, New York, Texas. Top brand affinities: Kia Sportage, Honda HR-V, Los Angeles Dodgers, Scooby-Doo, Pre-school playgroup.

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 Kia Sportage, Honda HR-V, Los Angeles Dodgers, with strongest over-indexing on Kia Sportage (24.87× 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 LGBTQ+ Identity, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Event · Subtype: Baseball

Demographics of MLB fans

Demographic split for MLB audience in United States
MetricValue
Female40.6%
Male59.4%
Average age35.9
Estimated audience size63,450,411

Audience persona

The typical MLB fan in United States is more male, around 35.9 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Kia Sportage.

Top regions in United States

Top regions ranked by reach for MLB in United States
RegionReachAffinity
California12,312,4081.76×
New York5,819,0061.64×
Texas5,426,2610.99×
Florida4,773,5561.11×
Illinois3,160,5221.5×
Pennsylvania3,051,5801.43×
New Jersey2,659,3811.65×
Arizona2,099,6991.62×
Ohio1,942,2470.99×
Washington1,849,4931.45×
Massachusetts1,776,9851.42×
Michigan1,743,5071.05×
North Carolina1,455,6130.76×
Georgia1,395,8860.71×
Wisconsin1,375,8351.44×
Virginia1,250,0420.81×
Maryland1,100,7131.01×
Nevada1,013,3281.65×
Indiana1,000,9270.86×
Missouri973,7320.95×
Colorado967,7660.97×
Connecticut932,9471.47×
Tennessee810,7760.64×
Oregon739,2411.02×
Minnesota708,0010.78×
South Carolina664,3040.7×
Kentucky540,8870.68×
Utah438,9550.77×
Louisiana435,0250.53×
Iowa431,9730.83×
Kansas412,1420.82×
Alabama403,6100.46×
Oklahoma350,3730.5×
New Mexico333,3931.05×
Hawaii303,9881.11×
New Hampshire284,6811.14×
Rhode Island278,9031.38×
Mississippi278,4740.53×
Arkansas276,2820.53×
Maine271,0151.19×
Idaho265,9440.84×
Delaware214,6101.23×
Nebraska193,7060.61×
Montana174,6510.99×
West Virginia153,7040.52×
Washington, District of Columbia150,8070.79×
Vermont129,0421.16×
South Dakota123,2310.84×
Alaska103,7740.76×
North Dakota95,1910.73×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for MLB audience
BrandAffinityCategory
Kia Sportage24.87×Cars & Mobility
Honda HR-V16.84×Cars & Mobility
Los Angeles Dodgers4.55×Sports
Scooby-Doo3.02×Movies & TV
Pre-school playgroup18.24×Kids & Family
Livemusic2.53×Music & Radio
FC Bayern Munich3.23×Sports
Eyebrow2.92×Beauty & Wellness
Jeep Grand Cherokee4.67×Cars & Mobility
Toyota Supra6.27×Cars & Mobility
New York Yankees2.5×Sports
Los Angeles Lakers2.16×Sports
Boston Red Sox3.24×Sports
NBA Finals2.01×Sports
High school2.19×Business & Career
Houston Astros3.24×Sports
House music2.46×Music & Radio
Boston Celtics2.47×Sports
Hair Extensions2.29×Beauty & Wellness
NBA playoffs2.02×Sports

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by MLB audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.12
Sports ActivityPOWER1.06
Social Media UsageJOY1.02
Luxury OrientationPREMIUM1.02
Risk AppetiteTHRILL0.99
Early Adopter MentalityPOWER0.98

Worldwide distribution

Worldwide audience distribution share by country for MLB
CountryShare
United States35.7%
Dominican Republic11.5%
Japan10.0%

See MLB audiences in other countries

More Baseball audiences in United States

Frequently asked questions

How many fans does MLB have in United States?

MLB has an estimated audience of 63,450,411 people in United States, concentrated in California and New York.

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.

Which brands do MLB fans like most?

MLB fans show strongest brand affinity for Kia Sportage (24.87×), Honda HR-V (16.84×), and Los Angeles Dodgers (4.55×) over the country average.

Where do MLB fans live in United States?

MLB fans in United States are most concentrated in California (reach 12,312,408), New York (reach 5,819,006), and Texas (reach 5,426,261). These three regions account for the largest share of the active audience.

What other brands do MLB fans also like?

Beyond MLB itself, the audience over-indexes on Honda HR-V (16.84×), Los Angeles Dodgers (4.55×), Scooby-Doo (3.02×), and Pre-school playgroup (18.24×) compared to the United States average.

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.