NHL Audience in United States

NHL logo

NHL has an estimated audience of 29,325,615 people in United States. 35.7% are female, 64.3% are male, average age 37.1. Top regions: New York, California, Florida. Top brand affinities: Alaska, Elsword, Minnesota, Nebraska, JDSU.

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 Alaska, Elsword, Minnesota, with strongest over-indexing on Alaska (3.04× 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 Early Adopter Mentality, 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: Ice hockey

Demographics of NHL fans

Demographic split for NHL audience in United States
MetricValue
Female35.7%
Male64.3%
Average age37.1
Estimated audience size29,325,615

Audience persona

The typical NHL fan in United States is more male, around 37.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Alaska.

Top regions in United States

Top regions ranked by reach for NHL in United States
RegionReachAffinity
New York2,742,3161.67×
California2,599,5210.81×
Florida2,323,3041.17×
Texas1,457,6150.58×
Pennsylvania1,422,0391.44×
Massachusetts1,164,2062.02×
Illinois1,151,3081.18×
New Jersey1,084,5801.45×
Michigan1,048,3511.37×
Colorado896,6531.94×
North Carolina881,8941×
Minnesota658,7831.57×
Ohio641,1330.71×
Virginia640,3300.9×
Arizona621,0671.04×
Nevada585,3992.06×
Washington561,6740.95×
Maryland449,0250.89×
Missouri444,8970.94×
Connecticut386,7051.31×
Georgia379,0940.42×
Wisconsin361,3330.82×
Tennessee344,7990.59×
Indiana301,4580.56×
South Carolina277,5090.63×
Utah256,7390.98×
New Hampshire253,5892.19×
Oregon228,1690.68×
Maine189,2431.8×
Iowa152,6030.63×
Kentucky146,2280.4×
Rhode Island142,7681.53×
Alabama129,0020.31×
Louisiana116,6430.31×
Idaho110,3940.75×
Kansas108,2240.47×
Oklahoma104,0950.32×
Montana101,5161.25×
Alaska100,8431.61×
Vermont96,4121.87×
Washington, District of Columbia90,3691.03×
New Mexico87,4150.59×
Hawaii86,8420.69×
North Dakota86,0891.43×
Nebraska78,8920.54×
Arkansas75,0470.31×
Mississippi70,4720.29×
West Virginia69,0700.51×
Delaware66,5760.82×
South Dakota54,2950.8×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for NHL audience
BrandAffinityCategory
Alaska3.04×Travel & Leisure
Elsword23.75×Games
Minnesota2.07×Travel & Leisure
Nebraska2.73×Travel & Leisure
JDSU2.27×Business & Career
Sinaloa2.68×Travel & Leisure
Pro-Ject2.95×Music & Radio
Staycation2.24×Home & Garden
Bank account1.69×Business & Career
Google Analytics3.23×Internet & Social Media
Justice1.82×Politics & Society
Kerala3.74×Travel & Leisure
Sailor2.63×Travel & Leisure
Home staging2.69×Home & Garden
Captain America (1990 film)1.97×Movies & TV
Corona (band)2.49×Music & Radio
Noodle (Gorillaz)1.54×Music & Radio
Kerang2.75×Travel & Leisure
Snow White (Fables)3.88×Literature
Personalised Gifts1.68×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by NHL audience
TraitClusterScore
Early Adopter MentalityPOWER1.24
Sports ActivityPOWER1.23
SustainabilityBALANCE1.13
Risk AppetiteTHRILL1.1
Social Media UsageJOY1.06
PatriotismCONSERVATISM1.05

Worldwide distribution

Worldwide audience distribution share by country for NHL
CountryShare
United States44.1%
Canada16.1%
Japan2.9%

See NHL audiences in other countries

More Ice hockey audiences in United States

Frequently asked questions

How many fans does NHL have in United States?

NHL has an estimated audience of 29,325,615 people in United States, concentrated in New York and California.

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.

Which brands do NHL fans like most?

NHL fans show strongest brand affinity for Alaska (3.04×), Elsword (23.75×), and Minnesota (2.07×) over the country average.

Where do NHL fans live in United States?

NHL fans in United States are most concentrated in New York (reach 2,742,316), California (reach 2,599,521), and Florida (reach 2,323,304). These three regions account for the largest share of the active audience.

What other brands do NHL fans also like?

Beyond NHL itself, the audience over-indexes on Elsword (23.75×), Minnesota (2.07×), Nebraska (2.73×), and JDSU (2.27×) 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 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.