Rascasse Audience Intelligence

NBA Audience in United States

A data profile of the people who buy, follow and care about NBA in United States — modelled from more than twelve digital signal sources. NBA has an estimated audience of 93,466,082 people in United States.

#1among Basketball in United States#3among Event in United States#11in Sports

The average NBA fan in United States is 35.3 years old, more male, and lives primarily in California.

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

Top brand affinities include NBA Finals, NBA playoffs, Los Angeles Lakers, with strongest over-indexing on NBA Finals (1.91× the country average).

Demographically, the NBA audience skews more male with an average age of 35.3, and over-indexes on personality traits such as Social Media Usage, Sports Activity.

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

The typical NBA fan in United States is more male, around 35.3 years old, with strong Social Media Usage tendencies and a notable affinity for NBA Finals.

Category: Sports · Type: Event · Subtype: Basketball

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 NBA profile in United States.

Audience size
93.5M
in United States
Gender
39.3%♀
60.7% male
Age
35.3
average years
Country rank
#92
Event in United States
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of NBA fans

39.3% are female, 60.7% are male, average age 35.3.

Fig. 02

Gender split

39.3%
Female
60.7%
Male
Demographic split for NBA audience in United States
MetricValue
Female39.3%
Male60.7%
Average age35.3
Estimated audience size93,466,082
Fig. 03

Age distribution

Ø 35.3
average years
Age distribution of the NBA audience in United States
Age bracketShare%
16-1930%
20-2922%
30-3918%
40-4916%
50+14%
Fig. 04

Worldwide distribution

28.9%

of the worldwide NBA audience comes from United States.

Worldwide audience distribution share by country for NBA
CountryShare
United States28.9%
China5.3%
Philippines4.8%
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 NBA audience in United States is strongest.

Fig. 05

Top regions by affinity

NBA fans by region: top regions in United States
#RegionReachAffinity×
01California~17M1.66×
02Massachusetts~2.5M1.50×
03New York~7.5M1.47×
04New Jersey~3.5M1.41×
05Arizona~2.5M1.32×
06Hawaii~500K1.32×
07Minnesota~1.5M1.29×
08Nevada~1M1.27×
09Rhode Island~400K1.25×
10Illinois~4M1.24×
11Connecticut~1M1.19×
12Colorado~1.5M1.17×
13Texas~9M1.16×
14Maryland~2M1.15×
15Oregon~1M1.14×
16Florida~7M1.11×
17Oklahoma~1M1.09×
18Washington, District of Columbia~300K1.07×
19Georgia~3M1.04×
20Washington~2M1.04×
21Delaware~300K1.04×
22Alaska~200K1.02×
23Wisconsin~1.5M1.01×
24Virginia~2M1.00×
25Indiana~1.5M1.00×
26North Carolina~2.5M0.99×
27Utah~800K0.99×
28Pennsylvania~3M0.97×
29Michigan~2.5M0.97×
30Ohio~2.5M0.95×
31New Hampshire~300K0.95×
32Maine~300K0.95×
33New Mexico~400K0.93×
34Mississippi~700K0.91×
35North Dakota~200K0.89×
36Louisiana~1M0.87×
37Vermont~100K0.85×
38South Carolina~1M0.81×
39Arkansas~600K0.80×
40South Dakota~200K0.79×
41Tennessee~1.5M0.77×
42Missouri~1M0.74×
43Kentucky~800K0.72×
44Iowa~500K0.71×
45Kansas~500K0.70×
46Idaho~300K0.70×
47Alabama~900K0.67×
48Nebraska~300K0.67×
49Montana~200K0.66×
50West Virginia~200K0.56×
Fig. 06

Affinity by region

Affinity by region — NBA, United States
0.56×1.00×1.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for NBA audience
#·InterestCategoryAffinity×
01NBA FinalsSports1.91×
02Cleveland CavaliersSports1.91×
03NBA playoffsSports1.87×
04Los Angeles LakersSports1.86×
05LeBron JamesSports1.86×
06Miami HeatSports1.80×
07Portland Trail BlazersSports1.80×
08Chicago BullsSports1.75×
09Boston CelticsSports1.74×
107-ElevenShopping1.73×
11San Francisco 49ersSports1.73×
12Dallas MavericksSports1.73×
13Stephen CurrySports1.73×
14United AirlinesTravel & Leisure1.67×
15New York KnicksSports1.61×
16Super BowlSports1.59×
17Michael JordanSports1.57×
18Carmelo AnthonySports1.56×
19Tom BradySports1.54×
20Milwaukee BucksSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the NBA 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 NBA audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY0.95×
Sports ActivityPOWER0.86×
Early Adopter MentalityPOWER0.86×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by NBA audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.65×
TraditionCONSERVATISM0.69×
Community OrientationOPEN0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does NBA have in United States?

NBA has an estimated audience of 93,466,082 people in United States, concentrated in California and Texas.

02

What is the gender split and age of NBA fans?

39.3% of NBA fans are female, 60.7% are male, with an average age of 35.3 years.

03

Which brands do NBA fans like most?

NBA fans show strongest brand affinity for NBA Finals (1.91×), NBA playoffs (1.87×), and Los Angeles Lakers (1.86×) over the country average.

04

Where do NBA fans live in United States?

NBA fans in United States are most concentrated in California (reach ~17M), Texas (reach ~9M), and New York (reach ~7.5M). These three regions account for the largest share of the active audience.

05

What other brands do NBA fans also like?

Beyond NBA itself, the audience over-indexes on NBA playoffs (1.87×), Los Angeles Lakers (1.86×), 7-Eleven (1.73×), and United Airlines (1.67×) compared to the United States average.

Appendix

Explore more audiences

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

More Basketball audiences in United States

See NBA audiences in other countries

How to read this data

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