Rascasse Audience Intelligence

Netflix Audience in United States

A data profile of the people who buy, follow and care about Netflix in United States — modelled from more than twelve digital signal sources. Netflix has an estimated audience of 49,878,387 people in United States.

#3among TV / music streaming in United States#6among TV Channel in United States#33in Movies & TV

The average Netflix fan in United States is 37.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Millie Bobby Brown, Blu-ray Disc, Rhianna (singer), with strongest over-indexing on Millie Bobby Brown (1.54× the country average).

Demographically, the Netflix audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Social Media Usage, Community Orientation.

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

The typical Netflix fan in United States is more female, around 37.5 years old, with strong Social Media Usage tendencies and a notable affinity for Millie Bobby Brown.

Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming

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 Netflix profile in United States.

Audience size
49.9M
in United States
Gender
55.8%♀
44.2% male
Age
37.5
average years
Country rank
#404
TV Channel in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Netflix

55.8% are female, 44.2% are male, average age 37.5.

Fig. 02

Gender split

55.8%
Female
44.2%
Male
Demographic split for Netflix audience in United States
MetricValue
Female55.8%
Male44.2%
Average age37.5
Estimated audience size49,878,387
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Netflix audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3919%
40-4918%
50+18%
Fig. 04

Worldwide distribution

15.2%

of the worldwide Netflix audience comes from United States.

Worldwide audience distribution share by country for Netflix
CountryShare
United States15.2%
Brazil5.8%
China4.9%
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 Netflix audience in United States is strongest.

Fig. 05

Top regions by affinity

Netflix fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~100K1.29×
02Maine~200K1.16×
03Hawaii~200K1.12×
04Rhode Island~200K1.11×
05Oregon~600K1.10×
06Massachusetts~1M1.09×
07Louisiana~700K1.09×
08Alaska~100K1.07×
09California~6M1.06×
10Arkansas~400K1.06×
11Mississippi~400K1.05×
12Montana~100K1.05×
13Florida~3.5M1.04×
14Washington~1M1.04×
15Connecticut~500K1.04×
16Utah~500K1.04×
17Idaho~300K1.04×
18New Mexico~300K1.04×
19New York~3M1.03×
20Texas~4.5M1.01×
21New Jersey~1.5M1.01×
22New Hampshire~200K1.01×
23North Dakota~100K1.01×
24Missouri~800K1.00×
25Colorado~800K1.00×
26Oklahoma~600K1.00×
27Georgia~1.5M0.99×
28Kansas~400K0.99×
29Maryland~800K0.98×
30Washington, District of Columbia~100K0.98×
31Alabama~700K0.97×
32Kentucky~600K0.97×
33North Carolina~1.5M0.96×
34Arizona~1M0.96×
35Tennessee~1M0.96×
36Minnesota~700K0.96×
37Ohio~1.5M0.94×
38Michigan~1M0.94×
39Virginia~1M0.94×
40Illinois~1.5M0.93×
41West Virginia~200K0.93×
42Pennsylvania~1.5M0.92×
43Nevada~400K0.91×
44Iowa~400K0.91×
45South Dakota~100K0.91×
46Indiana~800K0.90×
47South Carolina~700K0.90×
48Nebraska~200K0.90×
49Delaware~100K0.90×
50Wisconsin~700K0.89×
Fig. 06

Affinity by region

Affinity by region — Netflix, United States
0.89×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Netflix audience
#·InterestCategoryAffinity×
01Jawbreaker (band)Music & Radio2.02×
02Anna CampMovies & TV1.68×
03Anne BoleynPolitics & Society1.66×
04Rhianna (singer)Music & Radio1.63×
05When Calls the Heart (TV series)Movies & TV1.61×
06Battlestar GalacticaMovies & TV1.60×
07Parenting stylesKids & Family1.59×
08Red Bull RecordsMusic & Radio1.57×
09Pura VidaFashion & Accessoires1.57×
10Edward FurlongMovies & TV1.56×
11BridgertonMovies & TV1.55×
12Rose ByrneMovies & TV1.55×
13Sarah J. MaasLiterature1.55×
14Millie Bobby BrownMovies & TV1.54×
15VictoriousMovies & TV1.53×
16Jenna FischerMovies & TV1.53×
17Blu-ray DiscTechnology & Electronics1.52×
18Laurie MetcalfMovies & TV1.52×
19Paul WesleyMovies & TV1.52×
20Karen CarpenterMusic & Radio1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Netflix 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 Netflix audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY0.97×
Community OrientationOPEN0.96×
IndividualismJOY0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Netflix audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.77×
Luxury OrientationPREMIUM0.78×
Risk AppetiteTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Netflix have in United States?

Netflix has an estimated audience of 49,878,387 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Netflix fans?

55.8% of Netflix fans are female, 44.2% are male, with an average age of 37.5 years.

03

Which brands do Netflix fans like most?

Netflix fans show strongest brand affinity for Millie Bobby Brown (1.54×), Blu-ray Disc (1.52×), and Rhianna (singer) (1.63×) over the country average.

04

Where do Netflix fans live in United States?

Netflix fans in United States are most concentrated in California (reach ~6M), Texas (reach ~4.5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Netflix fans also like?

Beyond Netflix itself, the audience over-indexes on Blu-ray Disc (1.52×), Rhianna (singer) (1.63×), Parenting styles (1.59×), and Bridgerton (1.55×) compared to the United States average.

Appendix

Explore more audiences

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

More TV / music streaming audiences in United States

See Netflix audiences in other countries

How to read this data

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