MLB.com Audience in United States

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MLB.com has an estimated audience of 16,567,809 people in United States. 33.3% are female, 66.7% are male, average age 34.6. Top regions: California, New York, Florida. Top brand affinities: Sports, Arts and music, Outdoor recreation, West Coast hip hop, Spotify.

The average MLB.com fan in United States is 34.6 years old, more male, and lives primarily in California. The audience is concentrated in California, New York, Florida. Top brand affinities include Sports, Arts and music, Outdoor recreation, with strongest over-indexing on Sports (1.6× the country average). Demographically, the MLB.com audience skews more male with an average age of 34.6, and over-indexes on personality traits such as LGBTQ+ Identity, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Sports · Type: Website / Newspaper / Magazine

Demographics of MLB.com fans

Demographic split for MLB.com audience in United States
MetricValue
Female33.3%
Male66.7%
Average age34.6
Estimated audience size16,567,809

Audience persona

The typical MLB.com fan in United States is more male, around 34.6 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Sports.

Top regions in United States

Top regions ranked by reach for MLB.com in United States
RegionReachAffinity
California1,969,6751.08×
New York1,649,6201.78×
Florida1,345,9481.2×
Texas1,027,2460.72×
Pennsylvania892,8341.6×
New Jersey790,6191.88×
Illinois717,8961.3×
Ohio611,0271.2×
Arizona475,8681.41×
Massachusetts418,2151.28×
Michigan405,7880.94×
Georgia403,5070.79×
Virginia390,9850.97×
Missouri386,6721.45×
Washington377,9821.14×
Maryland367,6581.29×
North Carolina331,5640.67×
Wisconsin323,5541.3×
Connecticut268,2771.61×
Minnesota254,6961.07×
Indiana229,0640.76×
Tennessee228,2450.69×
Colorado213,1710.82×
Nevada201,5071.26×
South Carolina169,0230.68×
Oregon168,6040.89×
Iowa130,4750.96×
Alabama129,9710.56×
Kentucky124,3050.6×
Kansas116,1900.89×
Oklahoma111,2150.6×
Louisiana99,4080.47×
Maine95,3561.61×
Arkansas75,1930.55×
New Hampshire72,1651.11×
Utah68,8370.46×
Idaho67,5470.81×
Rhode Island66,0851.25×
Nebraska64,2200.77×
Montana61,5391.34×
Hawaii60,0260.84×
Delaware57,9471.27×
New Mexico56,5460.68×
West Virginia46,1980.6×
Mississippi46,0510.34×
South Dakota45,0401.18×
Vermont42,7801.47×
Washington, District of Columbia38,0270.76×
North Dakota23,8180.7×
Alaska21,2260.6×

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.com audience
BrandAffinityCategory
Sports1.6×Sports
Arts and music1.5×Arts & Culture
Outdoor recreation1.61×Sports
West Coast hip hop3.34×Music & Radio
Spotify1.97×Internet & Social Media
MLB2.33×Sports
Rhythm and blues music1.98×Music & Radio
New York Yankees3.38×Sports
Gangsta rap3.84×Music & Radio
NBA playoffs2.86×Sports
Adventure1.89×Travel & Leisure
American football1.7×Sports
Popular music1.82×Music & Radio
Energy1.77×Home & Garden
Sneakers (footwear)2.21×Fashion & Accessoires
College basketball2.53×Sports
Motor vehicle1.76×Cars & Mobility
Wildlife1.76×Travel & Leisure
Major League Baseball All-Star Game4.31×Sports
Minor League Baseball4.27×Sports

Psychographic profile

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

Top personality traits over-indexed by MLB.com audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.47
Early Adopter MentalityPOWER1.29
PatriotismCONSERVATISM1.18
TraditionCONSERVATISM1.12
Luxury OrientationPREMIUM1.12
Family OrientationCONSERVATISM1.08

Worldwide distribution

Worldwide audience distribution share by country for MLB.com
CountryShare
United States63.2%
Japan27.2%
Canada3.3%

See MLB.com audiences in other countries

More Sports audiences in United States

Frequently asked questions

How many fans does MLB.com have in United States?

MLB.com has an estimated audience of 16,567,809 people in United States, concentrated in California and New York.

What is the gender split and age of MLB.com fans?

33.3% of MLB.com fans are female, 66.7% are male, with an average age of 34.6 years.

Which brands do MLB.com fans like most?

MLB.com fans show strongest brand affinity for Sports (1.6×), Arts and music (1.5×), and Outdoor recreation (1.61×) over the country average.

Where do MLB.com fans live in United States?

MLB.com fans in United States are most concentrated in California (reach 1,969,675), New York (reach 1,649,620), and Florida (reach 1,345,948). These three regions account for the largest share of the active audience.

What other brands do MLB.com fans also like?

Beyond MLB.com itself, the audience over-indexes on Arts and music (1.5×), Outdoor recreation (1.61×), West Coast hip hop (3.34×), and Spotify (1.97×) 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.com. 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.