Rascasse Audience Intelligence

NHL Hockey Audience in United States

A data profile of the people who buy, follow and care about NHL Hockey in United States — modelled from more than twelve digital signal sources. NHL Hockey has an estimated audience of 3,628,834 people in United States.

#173among Team in United States#768in Sports

The average NHL Hockey fan in United States is 34.9 years old, more male, and lives primarily in New York.

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

Top brand affinities include Bauer Hockey, Web server, San Francisco 49ers, with strongest over-indexing on Bauer Hockey (71.23× the country average).

Demographically, the NHL Hockey audience skews more male with an average age of 34.9, and over-indexes on personality traits such as Risk Appetite, Convenience Orientation.

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

The typical NHL Hockey fan in United States is more male, around 34.9 years old, with strong Risk Appetite tendencies and a notable affinity for Bauer Hockey.

Category: Sports · Type: Team

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 Hockey profile in United States.

Audience size
3.6M
in United States
Gender
33.9%♀
66.1% male
Age
34.9
average years
Country rank
#8735
Team in United States
Fig. 01

Search interest · 12-month trend

+60%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of NHL Hockey fans

33.9% are female, 66.1% are male, average age 34.9.

Fig. 02

Gender split

33.9%
Female
66.1%
Male
Demographic split for NHL Hockey audience in United States
MetricValue
Female33.9%
Male66.1%
Average age34.9
Estimated audience size3,628,834
Fig. 03

Age distribution

Ø 34.9
average years
Age distribution of the NHL Hockey audience in United States
Age bracketShare%
16-1932%
20-2921%
30-3917%
40-4916%
50+14%
Fig. 04

Worldwide distribution

63.0%

of the worldwide NHL Hockey audience comes from United States.

Worldwide audience distribution share by country for NHL Hockey
CountryShare
United States63.0%
Canada27.9%
France1.6%
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 Hockey audience in United States is strongest.

Fig. 05

Top regions by affinity

NHL Hockey fans by region: top regions in United States
#RegionReachAffinity×
01Minnesota~100K2.83×
02North Dakota~10K2.00×
03Michigan~200K1.82×
04Montana~20K1.68×
05Colorado~90K1.60×
06Nevada~50K1.41×
07New Hampshire~20K1.41×
08Vermont~8K1.35×
09Maine~20K1.25×
10New York~200K1.24×
11North Carolina~100K1.24×
12South Dakota~10K1.20×
13Alaska~9K1.19×
14Utah~40K1.18×
15Pennsylvania~100K1.12×
16Massachusetts~80K1.11×
17Wisconsin~60K1.07×
18New Jersey~100K1.06×
19Nebraska~20K1.06×
20Missouri~60K1.02×
21South Carolina~50K1.02×
22Rhode Island~10K1.02×
23Florida~200K1.01×
24Connecticut~40K0.99×
25Illinois~100K0.97×
26Idaho~20K0.97×
27Iowa~30K0.88×
28Washington, District of Columbia~9K0.81×
29Delaware~8K0.80×
30Ohio~90K0.79×
31Washington~60K0.79×
32West Virginia~10K0.78×
33Arizona~60K0.77×
34Mississippi~20K0.74×
35Kansas~20K0.74×
36Hawaii~10K0.74×
37Indiana~50K0.72×
38Virginia~60K0.71×
39Maryland~40K0.70×
40Alabama~30K0.68×
41Arkansas~20K0.65×
42New Mexico~10K0.64×
43Tennessee~50K0.63×
44Louisiana~30K0.63×
45Oregon~30K0.62×
46California~200K0.57×
47Kentucky~20K0.55×
48Texas~200K0.54×
49Oklahoma~20K0.54×
50Georgia~60K0.50×
Fig. 06

Affinity by region

Affinity by region — NHL Hockey, United States
0.50×1.00×2.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for NHL Hockey audience
#·InterestCategoryAffinity×
01Swedish Hockey LeagueSports77.18×
02Bauer HockeySports71.23×
03Germany national football teamSports20.00×
04FC Schalke 04Sports20.00×
05Robert LewandowskiSports20.00×
06Fluminense FCSports20.00×
07Sport Club Corinthians PaulistaSports18.27×
08Leicester City F.C.Sports16.74×
09Ligue 1Sports14.87×
10Web serverTechnology & Electronics14.84×
11Lyric poetryLiterature13.17×
12Stanley Cup playoffsSports10.20×
13Inter MilanSports9.27×
14Pulp FictionMovies & TV8.80×
15Paris Saint-GermainSports8.72×
16San Francisco 49ersSports8.66×
17The SopranosMovies & TV5.34×
18Aaron RodgersSports4.77×
19Diaper bagKids & Family4.14×
20FIFA World CupSports3.23×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the NHL Hockey 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 Hockey audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.68×
Convenience OrientationPREMIUM1.53×
SpiritualityBALANCE1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by NHL Hockey audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.72×
Luxury OrientationPREMIUM0.78×
Healthy LifestyleBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does NHL Hockey have in United States?

NHL Hockey has an estimated audience of 3,628,834 people in United States, concentrated in New York and Florida.

02

What is the gender split and age of NHL Hockey fans?

33.9% of NHL Hockey fans are female, 66.1% are male, with an average age of 34.9 years.

03

Which brands do NHL Hockey fans like most?

NHL Hockey fans show strongest brand affinity for Bauer Hockey (71.23×), Web server (14.84×), and San Francisco 49ers (8.66×) over the country average.

04

Where do NHL Hockey fans live in United States?

NHL Hockey fans in United States are most concentrated in New York (reach ~200K), Florida (reach ~200K), and California (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do NHL Hockey fans also like?

Beyond NHL Hockey itself, the audience over-indexes on Web server (14.84×), San Francisco 49ers (8.66×), FIFA World Cup (3.23×), and Swedish Hockey League (77.18×) compared to the United States average.

Appendix

Explore more audiences

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

More Sports audiences in United States

See NHL Hockey 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 Hockey. 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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