Rascasse Audience Intelligence

NPR Audience in United States

Name: NPR — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about NPR in United States — modelled from more than twelve digital signal sources. NPR has an estimated audience of 15,317,644 people in United States.

#1among Radio Station in United States #146in Music & Radio

The average NPR fan in United States is 42.2 years old, more female, and lives primarily in California.

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

Top brand affinities include PBS, MSN, Research, with strongest over-indexing on PBS (4.11× the country average).

Demographically, the NPR audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Community Orientation, Tradition.

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

The typical NPR fan in United States is more female, around 42.2 years old, with strong Community Orientation tendencies and a notable affinity for PBS.

Category: Music & Radio · Type: Radio Station

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 NPR profile in United States.

Audience size

15.3M

in United States

Gender

58.3%♀

41.7% male

Age

42.2

average years

Country rank

#2272

Radio Station in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of NPR fans

58.3% are female, 41.7% are male, average age 42.2.

Fig. 02

Gender split

58.3%

Female

41.7%

Male

Demographic split for NPR audience in United States
Metric	Value
Female	58.3%
Male	41.7%
Average age	42.2
Estimated audience size	15,317,644

Fig. 03

Age distribution

Age distribution of the NPR audience in United States
Age bracket	Share	%
16-19		15%
20-29		16%
30-39		19%
40-49		21%
50+		29%

Fig. 04

Worldwide distribution

70.9%

of the worldwide NPR audience comes from United States.

Worldwide audience distribution share by country for NPR
Country	Share
United States	70.9%
China	3.5%
Canada	3.2%

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 NPR audience in United States is strongest.

Fig. 05

Top regions by affinity

NPR fans by region: top regions in United States
#	Region	Reach	×
01	Vermont	~80K	2.75×
02	Alaska	~70K	2.09×
03	Oregon	~400K	2.04×
04	Montana	~90K	2.03×
05	Maine	~100K	1.89×
06	Washington	~500K	1.61×
07	Colorado	~400K	1.61×
08	Washington, District of Columbia	~80K	1.60×
09	New Hampshire	~80K	1.33×
10	New Mexico	~100K	1.30×
11	Minnesota	~300K	1.27×
12	Idaho	~100K	1.24×
13	Wisconsin	~300K	1.21×
14	Wyoming	~30K	1.17×
15	Massachusetts	~300K	1.09×
16	Maryland	~300K	1.05×
17	Hawaii	~70K	1.03×
18	Rhode Island	~50K	1.03×
19	Virginia	~400K	1.00×
20	Nebraska	~80K	0.99×
21	Iowa	~100K	0.97×
22	Connecticut	~100K	0.95×
23	Utah	~100K	0.95×
24	Michigan	~400K	0.94×
25	Kansas	~100K	0.93×
26	North Carolina	~400K	0.92×
27	Missouri	~200K	0.91×
28	California	~1.5M	0.88×
29	Pennsylvania	~400K	0.85×
30	Ohio	~400K	0.85×
31	Arizona	~300K	0.83×
32	Illinois	~400K	0.81×
33	South Dakota	~30K	0.79×
34	Indiana	~200K	0.74×
35	New York	~600K	0.72×
36	Kentucky	~100K	0.70×
37	South Carolina	~200K	0.66×
38	Delaware	~30K	0.63×
39	Tennessee	~200K	0.59×
40	Nevada	~90K	0.58×
41	West Virginia	~40K	0.58×
42	Georgia	~300K	0.57×
43	Oklahoma	~100K	0.57×
44	New Jersey	~200K	0.55×
45	Arkansas	~70K	0.53×
46	Florida	~500K	0.50×
47	Texas	~600K	0.48×
48	Alabama	~100K	0.45×
49	Louisiana	~90K	0.45×
50	Mississippi	~40K	0.31×

Section 04

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

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for NPR audience
#	Interest	Category	×
01	PBS	Movies & TV	4.11×
02	United States Senate	Politics & Society	2.40×
03	Georgie & Mandy's First Marriage	Movies & TV	2.30×
04	Google News	News	2.21×
05	Election	Politics & Society	2.05×
06	American folk music	Music & Radio	1.92×
07	Madea's Class Reunion	Movies & TV	1.89×
08	MSN	News	1.84×
09	Humanities	Politics & Society	1.69×
10	Dick Van Dyke	Movies & TV	1.65×
11	Cancer awareness	Health	1.64×
12	Earth	Travel & Leisure	1.61×
13	Social science	Business & Career	1.61×
14	Musical film	Movies & TV	1.60×
15	Ethics	Business & Career	1.58×
16	Midwestern United States	Travel & Leisure	1.53×
17	Research	Business & Career	1.52×
18	Hobby Lobby	Home & Garden	1.51×
19	Anthropology	Business & Career	1.51×
20	Nonprofit organization	Politics & Society	1.50×

Section 05

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

Personality of the NPR 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 NPR audience · What stands out
Trait	Cluster	Score
Community Orientation	OPEN	1.46×
Tradition	CONSERVATISM	1.32×
Convenience Orientation	PREMIUM	1.32×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by NPR audience · Rather not
Trait	Cluster	Score
Quality Awareness	PREMIUM	0.89×
Luxury Orientation	PREMIUM	0.94×
Social Media Usage	JOY	0.97×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does NPR have in United States?

NPR has an estimated audience of 15,317,644 people in United States, concentrated in California and Texas.

What is the gender split and age of NPR fans?

58.3% of NPR fans are female, 41.7% are male, with an average age of 42.2 years.

Which brands do NPR fans like most?

NPR fans show strongest brand affinity for PBS (4.11×), MSN (1.84×), and Research (1.52×) over the country average.

Where do NPR fans live in United States?

NPR fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~600K), and New York (reach ~600K). These three regions account for the largest share of the active audience.

What other brands do NPR fans also like?

Beyond NPR itself, the audience over-indexes on MSN (1.84×), Research (1.52×), United States Senate (2.4×), and Earth (1.61×) compared to the United States average.

Appendix

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How to read this data

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