Rascasse Audience Intelligence

NHL Audience in United States

A data profile of the people who buy, follow and care about NHL in United States — modelled from more than twelve digital signal sources. NHL has an estimated audience of 30,059,906 people in United States.

#1among Ice hockey in United States#14among Event in United States#50in Sports

The average NHL fan in United States is 37.1 years old, more male, and lives primarily in New York.

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

Top brand affinities include Ice hockey, Stanley Cup, Minnesota Wild, with strongest over-indexing on Ice hockey (3.77× the country average).

Demographically, the NHL audience skews more male with an average age of 37.1, and over-indexes on personality traits such as Patriotism, Sports Activity.

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

The typical NHL fan in United States is more male, around 37.1 years old, with strong Patriotism tendencies and a notable affinity for Ice hockey.

Category: Sports · Type: Event · Subtype: Ice hockey

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 NHL profile in United States.

Audience size
30.1M
in United States
Gender
35.7%♀
64.3% male
Age
37.1
average years
Country rank
#919
Event in United States
Fig. 01

Search interest · 12-month trend

+37%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of NHL fans

35.7% are female, 64.3% are male, average age 37.1.

Fig. 02

Gender split

35.7%
Female
64.3%
Male
Demographic split for NHL audience in United States
MetricValue
Female35.7%
Male64.3%
Average age37.1
Estimated audience size30,059,906
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the NHL audience in United States
Age bracketShare%
16-1926%
20-2921%
30-3918%
40-4918%
50+18%
Fig. 04

Worldwide distribution

42.5%

of the worldwide NHL audience comes from United States.

Worldwide audience distribution share by country for NHL
CountryShare
United States42.5%
Canada19.6%
Japan2.8%
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 NHL audience in United States is strongest.

Fig. 05

Top regions by affinity

NHL fans by region: top regions in United States
#RegionReachAffinity×
01New Hampshire~200K2.16×
02Nevada~600K2.14×
03Colorado~900K1.97×
04Vermont~100K1.91×
05Massachusetts~1M1.89×
06Maine~200K1.79×
07Alaska~100K1.77×
08Minnesota~700K1.69×
09North Dakota~100K1.58×
10New York~2.5M1.57×
11Rhode Island~100K1.56×
12Pennsylvania~1.5M1.47×
13New Jersey~1M1.37×
14Montana~100K1.32×
15Michigan~1M1.31×
16Connecticut~400K1.25×
17Florida~2M1.09×
18Illinois~1M1.08×
19Utah~300K1.05×
20Arizona~600K1.01×
21North Carolina~900K1.00×
22Delaware~80K0.96×
23South Dakota~60K0.95×
24Washington, District of Columbia~80K0.93×
25Washington~500K0.91×
26Missouri~400K0.89×
27Idaho~100K0.84×
28Maryland~400K0.83×
29Virginia~600K0.82×
30Wisconsin~400K0.81×
31California~2.5M0.79×
32Hawaii~90K0.70×
33Ohio~600K0.68×
34Oregon~200K0.65×
35New Mexico~90K0.64×
36Iowa~200K0.63×
37South Carolina~300K0.61×
38Tennessee~300K0.58×
39Indiana~300K0.56×
40Nebraska~80K0.55×
41West Virginia~70K0.54×
42Texas~1.5M0.51×
43Kansas~100K0.46×
44Kentucky~100K0.40×
45Georgia~400K0.39×
46Mississippi~80K0.33×
47Louisiana~100K0.32×
48Arkansas~80K0.32×
49Alabama~100K0.31×
50Oklahoma~100K0.31×
Fig. 06

Affinity by region

Affinity by region — NHL, United States
0.31×1.00×2.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for NHL audience
#·InterestCategoryAffinity×
01Connor McDavidSports8.92×
02Toronto Maple LeafsSports7.14×
03Stanley CupSports5.15×
04Carolina HurricanesSports3.84×
05Ice hockeySports3.77×
06Minnesota WildSports3.64×
07St. Louis CardinalsSports2.50×
08New York YankeesSports2.01×
09Kansas City ChiefsSports1.96×
10Pittsburgh SteelersSports1.86×
11Green Bay PackersSports1.82×
12Golf clubSports1.74×
13Buffalo BillsSports1.64×
14BatmanMovies & TV1.62×
15NBA playoffsSports1.61×
16NBA FinalsSports1.60×
17PGA TourSports1.59×
18Chicago BearsSports1.59×
19CBS SportsMovies & TV1.54×
20Los Angeles LakersSports1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the NHL 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 NHL audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.25×
Sports ActivityPOWER1.15×
Risk AppetiteTHRILL1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by NHL audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.88×
SustainabilityBALANCE0.92×
Career OrientationPOWER0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does NHL have in United States?

NHL has an estimated audience of 30,059,906 people in United States, concentrated in New York and California.

02

What is the gender split and age of NHL fans?

35.7% of NHL fans are female, 64.3% are male, with an average age of 37.1 years.

03

Which brands do NHL fans like most?

NHL fans show strongest brand affinity for Ice hockey (3.77×), Stanley Cup (5.15×), and Minnesota Wild (3.64×) over the country average.

04

Where do NHL fans live in United States?

NHL fans in United States are most concentrated in New York (reach ~2.5M), California (reach ~2.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do NHL fans also like?

Beyond NHL itself, the audience over-indexes on Stanley Cup (5.15×), Minnesota Wild (3.64×), Toronto Maple Leafs (7.14×), and Connor McDavid (8.92×) compared to the United States average.

Appendix

Explore more audiences

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

More Ice hockey audiences in United States

See NHL audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →