Rascasse Audience Intelligence

Once upon a time Audience in United States

A data profile of the people who buy, follow and care about Once upon a time in United States — modelled from more than twelve digital signal sources. Once upon a time has an estimated audience of 2,385,511 people in United States.

#203among TV series in United States#673among Movie / TV Show / Series in United States#1817in Movies & TV

The average Once upon a time fan in United States is 34.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Steve McQueen, James Dean, Once Upon a Time in America, with strongest over-indexing on Steve McQueen (172.11× the country average).

Demographically, the Once upon a time audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Early Adopter Mentality, Spirituality.

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

The typical Once upon a time fan in United States is more female, around 34.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Steve McQueen.

Category: Movies & TV · Type: Movie / TV Show / Series · Subtype: TV series

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 Once upon a time profile in United States.

Audience size
2.4M
in United States
Gender
58.6%♀
41.4% male
Age
34.8
average years
Country rank
#12365
Movie / TV Show / Series in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Once upon a time viewers

58.6% are female, 41.4% are male, average age 34.8.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Once upon a time audience in United States
MetricValue
Female58.6%
Male41.4%
Average age34.8
Estimated audience size2,385,511
Fig. 03

Age distribution

Ø 34.8
average years
Age distribution of the Once upon a time audience in United States
Age bracketShare%
16-1928%
20-2927%
30-3918%
40-4913%
50+14%
Fig. 04

Worldwide distribution

31.7%

of the worldwide Once upon a time audience comes from United States.

Worldwide audience distribution share by country for Once upon a time
CountryShare
United States31.7%
Italy8.8%
Brazil8.4%
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 Once upon a time audience in United States is strongest.

Fig. 05

Top regions by affinity

Once upon a time fans by region: top regions in United States
#RegionReachAffinity×
01Utah~30K1.41×
02Oklahoma~40K1.35×
03Idaho~20K1.34×
04Alabama~40K1.31×
05Alaska~6K1.21×
06Arkansas~20K1.20×
07Arizona~60K1.15×
08Missouri~40K1.14×
09Kentucky~30K1.14×
10West Virginia~10K1.12×
11Tennessee~50K1.11×
12Oregon~30K1.10×
13Mississippi~20K1.08×
14Louisiana~30K1.07×
15Kansas~20K1.07×
16Wyoming~4K1.06×
17Indiana~50K1.05×
18Maine~9K1.05×
19Montana~7K1.03×
20Ohio~80K1.02×
21Washington~50K1.02×
22Georgia~80K1.01×
23South Carolina~40K1.01×
24North Carolina~70K0.99×
25Michigan~60K0.99×
26Iowa~20K0.99×
27New Hampshire~9K0.98×
28Texas~200K0.97×
29Florida~200K0.97×
30Rhode Island~7K0.95×
31Pennsylvania~80K0.93×
32Wisconsin~30K0.93×
33Nebraska~10K0.93×
34North Dakota~5K0.93×
35Virginia~50K0.92×
36Colorado~40K0.92×
37New Mexico~10K0.92×
38Nevada~20K0.91×
39South Dakota~5K0.91×
40Minnesota~30K0.90×
41Maryland~40K0.89×
42Connecticut~20K0.88×
43California~200K0.87×
44Delaware~6K0.84×
45Illinois~70K0.83×
46Massachusetts~40K0.82×
47Hawaii~8K0.81×
48New York~100K0.79×
49New Jersey~50K0.77×
50Washington, District of Columbia~4K0.58×
Fig. 06

Affinity by region

Affinity by region — Once upon a time, United States
0.58×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Once upon a time audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Once upon a time audience
#·InterestCategoryAffinity×
01RhyeMusic & Radio381.19×
02Street ChopperTopic273.92×
03Once Upon a Time in AmericaMovies & TV253.00×
04Steve McQueenMovies & TV172.11×
05Bad BrainsMusic & Radio169.19×
06Jack WillsFashion & Accessoires166.26×
07Edison ChenMovies & TV165.78×
08Captain TsubasaLiterature158.78×
09James DeanMovies & TV124.03×
10Black Flag (band)Music & Radio108.15×
11The ClashMusic & Radio72.20×
12roxyFashion & Accessoires67.46×
13BeamsFashion & Accessoires65.28×
14PoppingArts & Culture60.56×
15VespaCars & Mobility48.85×
16West Coast ChoppersFashion & Accessoires46.41×
17Brad PittMovies & TV37.12×
18Men's WearhouseFashion & Accessoires20.13×
19RakutenShopping18.18×
20BoredomHealth12.01×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Once upon a time 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 Once upon a time audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER4.18×
SpiritualityBALANCE3.21×
Healthy LifestyleBALANCE2.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Once upon a time audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.81×
CreativityOPEN0.83×
Family OrientationCONSERVATISM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Once upon a time have in United States?

Once upon a time has an estimated audience of 2,385,511 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Once upon a time viewers?

58.6% of Once upon a time fans are female, 41.4% are male, with an average age of 34.8 years.

03

Which brands do Once upon a time fans like most?

Once upon a time fans show strongest brand affinity for Steve McQueen (172.11×), James Dean (124.03×), and Once Upon a Time in America (253×) over the country average.

04

Where do Once upon a time fans live in United States?

Once upon a time fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Once upon a time fans also like?

Beyond Once upon a time itself, the audience over-indexes on James Dean (124.03×), Once Upon a Time in America (253×), Brad Pitt (37.12×), and Beams (65.28×) compared to the United States average.

Appendix

Explore more audiences

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

More TV series audiences in United States

See Once upon a time audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Once upon a time. 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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