Rascasse Audience Intelligence

Nordic countries Audience in United States

A data profile of the people who buy, follow and care about Nordic countries in United States — modelled from more than twelve digital signal sources. Nordic countries has an estimated audience of 3,447,912 people in United States.

#109among Region in United States#669among POI in United States#752in Travel & Leisure

The average Nordic countries fan in United States is 41.8 years old, balanced, and lives primarily in California.

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

Top brand affinities include Vikings (TV series), Scandinavia, Sustainable energy, with strongest over-indexing on Vikings (TV series) (6.42× the country average).

Demographically, the Nordic countries audience skews balanced with an average age of 41.8, and over-indexes on personality traits such as Patriotism, Design Affinity.

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

The typical Nordic countries fan in United States is balanced, around 41.8 years old, with strong Patriotism tendencies and a notable affinity for Vikings (TV series).

Category: Travel & Leisure · Type: POI · Subtype: Region

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 Nordic countries profile in United States.

Audience size
3.4M
in United States
Gender
52.5%♀
47.5% male
Age
41.8
average years
Country rank
#9147
POI in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Nordic countries fans

52.5% are female, 47.5% are male, average age 41.8.

Fig. 02

Gender split

52.5%
Female
47.5%
Male
Demographic split for Nordic countries audience in United States
MetricValue
Female52.5%
Male47.5%
Average age41.8
Estimated audience size3,447,912
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Nordic countries audience in United States
Age bracketShare%
16-1916%
20-2916%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

7.2%

of the worldwide Nordic countries audience comes from United States.

Worldwide audience distribution share by country for Nordic countries
CountryShare
Japan31.6%
Sweden8.6%
United States7.2%
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 Nordic countries audience in United States is strongest.

Fig. 05

Top regions by affinity

Nordic countries fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~20K1.76×
02Massachusetts~100K1.40×
03Washington~100K1.38×
04New York~200K1.28×
05Connecticut~40K1.21×
06Oregon~50K1.19×
07Virginia~100K1.18×
08Maryland~70K1.18×
09New Jersey~100K1.15×
10California~400K1.14×
11Nebraska~20K1.09×
12Utah~30K1.08×
13Maine~10K1.08×
14Illinois~100K1.07×
15Minnesota~50K1.07×
16New Hampshire~10K1.07×
17Rhode Island~10K1.06×
18Vermont~6K1.06×
19Colorado~60K1.05×
20Pennsylvania~100K1.03×
21Alaska~8K1.03×
22North Carolina~100K0.98×
23Michigan~90K0.98×
24North Dakota~7K0.98×
25Indiana~60K0.97×
26Wisconsin~50K0.97×
27Kansas~30K0.97×
28Hawaii~10K0.96×
29Kentucky~40K0.95×
30Iowa~30K0.95×
31Texas~300K0.94×
32Georgia~100K0.94×
33Delaware~9K0.94×
34Nevada~30K0.93×
35Idaho~20K0.92×
36Ohio~100K0.91×
37Missouri~50K0.91×
38Montana~9K0.91×
39South Dakota~7K0.91×
40Arizona~60K0.90×
41Florida~200K0.89×
42Oklahoma~30K0.89×
43West Virginia~10K0.89×
44Tennessee~60K0.86×
45Arkansas~20K0.84×
46South Carolina~40K0.82×
47Louisiana~40K0.82×
48New Mexico~10K0.80×
49Mississippi~20K0.77×
50Alabama~40K0.75×
Fig. 06

Affinity by region

Affinity by region — Nordic countries, United States
0.75×1.00×1.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nordic countries audience
#·InterestCategoryAffinity×
01MoominLiterature33.54×
02RyanairTravel & Leisure12.03×
03EasyJetTravel & Leisure12.03×
04ScandinaviaTravel & Leisure10.65×
05ReykjavíkTravel & Leisure9.55×
06LithuaniaTravel & Leisure8.23×
07La Roche-PosayBeauty & Wellness7.53×
08Vikings (TV series)Movies & TV6.42×
09TrivagoTravel & Leisure5.47×
10IcelandTravel & Leisure4.96×
11Sustainable energyHome & Garden4.00×
12MotorboatCars & Mobility3.61×
13NASDAQBusiness & Career3.43×
14Renewable energyBusiness & Career2.81×
15InnovationBusiness & Career2.68×
16First class travelTravel & Leisure2.49×
17FedExBusiness & Career2.28×
18AirbnbTravel & Leisure2.04×
19IKEAHome & Garden1.77×
20Mortgage loansBusiness & Career1.73×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nordic countries 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 Nordic countries audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.13×
Design AffinityPREMIUM2.02×
SustainabilityBALANCE1.89×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nordic countries audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.90×
Healthy LifestyleBALANCE0.94×
DIY MentalityTHRILL0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Nordic countries have in United States?

Nordic countries has an estimated audience of 3,447,912 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Nordic countries fans?

52.5% of Nordic countries fans are female, 47.5% are male, with an average age of 41.8 years.

03

Which brands do Nordic countries fans like most?

Nordic countries fans show strongest brand affinity for Vikings (TV series) (6.42×), Scandinavia (10.65×), and Sustainable energy (4×) over the country average.

04

Where do Nordic countries fans live in United States?

Nordic countries fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Nordic countries fans also like?

Beyond Nordic countries itself, the audience over-indexes on Scandinavia (10.65×), Sustainable energy (4×), NASDAQ (3.43×), and Moomin (33.54×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See Nordic countries audiences in other countries

How to read this data

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