Rascasse Audience Intelligence

Nostalgia Audience in United States

A data profile of the people who buy, follow and care about Nostalgia in United States — modelled from more than twelve digital signal sources. Nostalgia has an estimated audience of 38,577,061 people in United States.

#435among Topic in United States#37in Home & Garden

The average Nostalgia fan in United States is 43.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Dick Van Dyke, Mitch McConnell, Melania Trump, with strongest over-indexing on Dick Van Dyke (3.85× the country average).

Demographically, the Nostalgia audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Spirituality, Need for Security.

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

The typical Nostalgia fan in United States is more female, around 43.0 years old, with strong Spirituality tendencies and a notable affinity for Dick Van Dyke.

Category: Home & Garden · Type: Topic

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 Nostalgia profile in United States.

Audience size
38.6M
in United States
Gender
57.2%♀
42.8% male
Age
43.0
average years
Country rank
#608
Topic in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Nostalgia fans

57.2% are female, 42.8% are male, average age 43.0.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Nostalgia audience in United States
MetricValue
Female57.2%
Male42.8%
Average age43.0
Estimated audience size38,577,061
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the Nostalgia audience in United States
Age bracketShare%
16-1915%
20-2916%
30-3917%
40-4920%
50+33%
Fig. 04

Worldwide distribution

36.3%

of the worldwide Nostalgia audience comes from United States.

Worldwide audience distribution share by country for Nostalgia
CountryShare
United States36.3%
United Kingdom6.7%
Japan4.5%
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 Nostalgia audience in United States is strongest.

Fig. 05

Top regions by affinity

Nostalgia fans by region: top regions in United States
#RegionReachAffinity×
01Louisiana~900K1.80×
02Mississippi~500K1.53×
03Tennessee~1M1.40×
04Alabama~700K1.31×
05Georgia~1.5M1.29×
06Texas~4M1.18×
07Maryland~700K1.13×
08California~4.5M1.11×
09Kentucky~500K1.09×
10Arkansas~300K1.09×
11North Carolina~1.5M1.08×
12Connecticut~400K1.08×
13Virginia~1M1.05×
14Ohio~1M1.04×
15South Carolina~600K1.04×
16Oklahoma~400K1.04×
17Alaska~90K1.04×
18New York~2M1.03×
19Michigan~1M1.03×
20Indiana~700K1.03×
21Missouri~600K1.03×
22Illinois~1.5M1.00×
23Hawaii~200K0.99×
24Rhode Island~100K0.99×
25Florida~2.5M0.98×
26Arizona~800K0.98×
27Nevada~400K0.98×
28Pennsylvania~1.5M0.96×
29Kansas~300K0.95×
30West Virginia~200K0.95×
31South Dakota~80K0.95×
32North Dakota~70K0.95×
33New Jersey~900K0.94×
34New Mexico~200K0.94×
35Delaware~100K0.94×
36Minnesota~500K0.93×
37Washington~700K0.91×
38Iowa~300K0.89×
39Wisconsin~500K0.87×
40Utah~300K0.87×
41Nebraska~200K0.86×
42Massachusetts~600K0.85×
43Oregon~400K0.84×
44Idaho~200K0.84×
45Washington, District of Columbia~100K0.82×
46Colorado~500K0.79×
47Maine~100K0.79×
48Montana~80K0.78×
49New Hampshire~100K0.74×
50Vermont~50K0.73×
Fig. 06

Affinity by region

Affinity by region — Nostalgia, United States
0.73×1.00×1.80×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nostalgia audience
#·InterestCategoryAffinity×
01Dick Van DykeMovies & TV3.85×
02Benjamin NetanyahuPolitics & Society3.72×
03Sun GazingHealth3.39×
04Medicare (United States)Health3.38×
05Baby boomersKids & Family3.11×
06QuizGames3.00×
07Bruce WillisMovies & TV2.92×
08Robert RedfordMovies & TV2.83×
09Melania TrumpPolitics & Society2.55×
10Old agePolitics & Society2.46×
11Mitch McConnellPolitics & Society2.28×
12GrandparentKids & Family2.07×
13All-news radioMusic & Radio1.98×
14GeneticsKids & Family1.93×
15Local newsNews1.85×
16Breaking newsMovies & TV1.79×
17FriendshipKids & Family1.69×
18Rock musicMusic & Radio1.68×
19United States Postal ServiceBusiness & Career1.54×
20Donald TrumpPolitics & Society1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nostalgia 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 Nostalgia audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.40×
Need for SecurityCONSERVATISM1.30×
TraditionCONSERVATISM1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nostalgia audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.51×
Design AffinityPREMIUM0.68×
Early Adopter MentalityPOWER0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Nostalgia have in United States?

Nostalgia has an estimated audience of 38,577,061 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Nostalgia fans?

57.2% of Nostalgia fans are female, 42.8% are male, with an average age of 43.0 years.

03

Which brands do Nostalgia fans like most?

Nostalgia fans show strongest brand affinity for Dick Van Dyke (3.85×), Mitch McConnell (2.28×), and Melania Trump (2.55×) over the country average.

04

Where do Nostalgia fans live in United States?

Nostalgia fans in United States are most concentrated in California (reach ~4.5M), Texas (reach ~4M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Nostalgia fans also like?

Beyond Nostalgia itself, the audience over-indexes on Mitch McConnell (2.28×), Melania Trump (2.55×), Rock music (1.68×), and Donald Trump (1.5×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Nostalgia audiences in other countries

How to read this data

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