Rascasse Audience Intelligence

Once Upon a Time (TV series) Audience in United States

A data profile of the people who buy, follow and care about Once Upon a Time (TV series) in United States — modelled from more than twelve digital signal sources. Once Upon a Time (TV series) has an estimated audience of 3,843,383 people in United States.

#124among TV series in United States#304among Movie / TV Show / Series in United States#947in Movies & TV

The average Once Upon a Time (TV series) fan in United States is 36.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Nashville (2012 TV series), Khan Academy, Sprout (TV network), with strongest over-indexing on Nashville (2012 TV series) (33.86× the country average).

Demographically, the Once Upon a Time (TV series) audience skews more female with an average age of 36.6, and over-indexes on personality traits such as Indulgence, Extroversion.

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 (TV series) fan in United States is more female, around 36.6 years old, with strong Indulgence tendencies and a notable affinity for Nashville (2012 TV series).

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 (TV series) profile in United States.

Audience size
3.8M
in United States
Gender
66.0%♀
34.0% male
Age
36.6
average years
Country rank
#8298
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 (TV series) viewers

66.0% are female, 34.0% are male, average age 36.6.

Fig. 02

Gender split

66.0%
Female
34.0%
Male
Demographic split for Once Upon a Time (TV series) audience in United States
MetricValue
Female66.0%
Male34.0%
Average age36.6
Estimated audience size3,843,383
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Once Upon a Time (TV series) audience in United States
Age bracketShare%
16-1923%
20-2923%
30-3921%
40-4918%
50+14%
Fig. 04

Worldwide distribution

29.9%

of the worldwide Once Upon a Time (TV series) audience comes from United States.

Worldwide audience distribution share by country for Once Upon a Time (TV series)
CountryShare
United States29.9%
Italy6.4%
France6.3%
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 (TV series) audience in United States is strongest.

Fig. 05

Top regions by affinity

Once Upon a Time (TV series) fans by region: top regions in United States
#RegionReachAffinity×
01Oklahoma~60K1.43×
02Utah~50K1.40×
03Idaho~30K1.32×
04Alabama~60K1.18×
05Arkansas~40K1.18×
06Oregon~50K1.16×
07Kentucky~60K1.15×
08Alaska~10K1.15×
09Tennessee~90K1.12×
10Indiana~80K1.11×
11Missouri~70K1.11×
12West Virginia~20K1.09×
13Kansas~30K1.07×
14Mississippi~30K1.05×
15Maine~10K1.05×
16Louisiana~50K1.04×
17Montana~10K1.04×
18Ohio~100K1.03×
19Washington~80K1.03×
20Arizona~80K1.01×
21South Carolina~60K1.00×
22North Carolina~100K0.99×
23Iowa~30K0.99×
24New Hampshire~20K0.98×
25Georgia~100K0.97×
26Michigan~100K0.97×
27Texas~300K0.96×
28Florida~300K0.96×
29Pennsylvania~100K0.96×
30Nebraska~20K0.96×
31South Dakota~9K0.95×
32Vermont~6K0.95×
33Rhode Island~10K0.94×
34North Dakota~8K0.94×
35Wisconsin~50K0.93×
36Minnesota~50K0.93×
37Virginia~90K0.92×
38Colorado~60K0.92×
39New Mexico~20K0.92×
40Maryland~60K0.88×
41Nevada~30K0.88×
42Massachusetts~70K0.87×
43Connecticut~30K0.87×
44Delaware~9K0.86×
45California~400K0.85×
46Illinois~100K0.83×
47Hawaii~10K0.83×
48New York~200K0.82×
49New Jersey~80K0.80×
50Washington, District of Columbia~7K0.61×
Fig. 06

Affinity by region

Affinity by region — Once Upon a Time (TV series), United States
0.61×1.00×1.43×
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 (TV series) 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 (TV series) audience
#·InterestCategoryAffinity×
01PsyMusic & Radio47.51×
02YTV (TV channel)Movies & TV43.98×
03BabyTVKids & Family43.38×
04KaplanBusiness & Career38.15×
05Nashville (2012 TV series)Movies & TV33.86×
06Sprout (TV network)Movies & TV33.16×
07ZomatoFood & Beverages29.59×
08Mom (TV series)Movies & TV25.66×
09Skins (UK TV series)Movies & TV20.97×
10Highlights for ChildrenKids & Family19.87×
11New GirlMovies & TV19.38×
12Desperate HousewivesMovies & TV17.83×
13Khan AcademyBusiness & Career16.30×
14This Is Us (TV series)Movies & TV16.30×
15Full HouseMovies & TV16.11×
16How I Met Your MotherMovies & TV15.87×
17Knott's Berry FarmTravel & Leisure14.54×
18Margaret QualleyMovies & TV12.40×
19Heroes (TV series)Movies & TV12.07×
20The Gilded AgeMovies & TV5.99×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Once Upon a Time (TV series) 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 (TV series) audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.01×
ExtroversionTHRILL1.50×
SpiritualityBALANCE1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Once Upon a Time (TV series) audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.80×
Quality AwarenessPREMIUM0.89×
Career OrientationPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Once Upon a Time (TV series) have in United States?

Once Upon a Time (TV series) has an estimated audience of 3,843,383 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Once Upon a Time (TV series) viewers?

66.0% of Once Upon a Time (TV series) fans are female, 34.0% are male, with an average age of 36.6 years.

03

Which brands do Once Upon a Time (TV series) fans like most?

Once Upon a Time (TV series) fans show strongest brand affinity for Nashville (2012 TV series) (33.86×), Khan Academy (16.3×), and Sprout (TV network) (33.16×) over the country average.

04

Where do Once Upon a Time (TV series) fans live in United States?

Once Upon a Time (TV series) fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Once Upon a Time (TV series) fans also like?

Beyond Once Upon a Time (TV series) itself, the audience over-indexes on Khan Academy (16.3×), Sprout (TV network) (33.16×), Mom (TV series) (25.66×), and Zomato (29.59×) 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 Once Upon a Time (TV series). 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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