Rascasse Audience Intelligence

Pay television Audience in United States

A data profile of the people who buy, follow and care about Pay television in United States — modelled from more than twelve digital signal sources. Pay television has an estimated audience of 23,450,592 people in United States.

#910among Topic in United States#90in Movies & TV

The average Pay television fan in United States is 40.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Lace wig, Android (operating system), Hip hop music, with strongest over-indexing on Lace wig (2.89× the country average).

Demographically, the Pay television audience skews balanced with an average age of 40.4, and over-indexes on personality traits such as Patriotism, Early Adopter Mentality.

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

The typical Pay television fan in United States is balanced, around 40.4 years old, with strong Patriotism tendencies and a notable affinity for Lace wig.

Category: Movies & TV · 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 Pay television profile in United States.

Audience size
23.5M
in United States
Gender
47.0%♀
53.0% male
Age
40.4
average years
Country rank
#1332
Topic in United States
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pay television fans

47.0% are female, 53.0% are male, average age 40.4.

Fig. 02

Gender split

47.0%
Female
53.0%
Male
Demographic split for Pay television audience in United States
MetricValue
Female47.0%
Male53.0%
Average age40.4
Estimated audience size23,450,592
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Pay television audience in United States
Age bracketShare%
16-1916%
20-2920%
30-3921%
40-4921%
50+22%
Fig. 04

Worldwide distribution

18.9%

of the worldwide Pay television audience comes from United States.

Worldwide audience distribution share by country for Pay television
CountryShare
United States18.9%
Italy14.5%
Brazil4.5%
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 Pay television audience in United States is strongest.

Fig. 05

Top regions by affinity

Pay television fans by region: top regions in United States
#RegionReachAffinity×
01Montana~90K1.37×
02Delaware~80K1.25×
03Rhode Island~90K1.24×
04West Virginia~100K1.19×
05Hawaii~100K1.18×
06Washington, District of Columbia~80K1.12×
07Idaho~100K1.11×
08Nebraska~100K1.11×
09Mississippi~200K1.09×
10Kansas~200K1.07×
11Arkansas~200K1.06×
12Iowa~200K1.05×
13Oklahoma~300K1.04×
14New Hampshire~100K1.03×
15South Dakota~60K1.02×
16New Mexico~100K1.01×
17Vermont~40K1.01×
18Louisiana~300K1.00×
19Maine~80K1.00×
20Alaska~50K1.00×
21North Dakota~50K1.00×
22Connecticut~200K0.99×
23Utah~200K0.99×
24Kentucky~300K0.98×
25Nevada~200K0.98×
26Alabama~300K0.97×
27Oregon~300K0.97×
28Missouri~400K0.95×
29South Carolina~300K0.95×
30Wisconsin~300K0.95×
31Minnesota~300K0.94×
32Tennessee~400K0.93×
33Indiana~400K0.93×
34Maryland~400K0.93×
35Colorado~300K0.93×
36Arizona~400K0.91×
37Massachusetts~400K0.91×
38Michigan~500K0.90×
39Washington~400K0.90×
40New Jersey~500K0.89×
41Virginia~500K0.89×
42Ohio~600K0.88×
43Georgia~600K0.88×
44North Carolina~600K0.88×
45Pennsylvania~700K0.87×
46Illinois~700K0.87×
47Florida~1.5M0.82×
48Texas~1.5M0.80×
49New York~1M0.79×
50California~2M0.73×
Fig. 06

Affinity by region

Affinity by region — Pay television, United States
0.73×1.00×1.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pay television audience
#·InterestCategoryAffinity×
01Lace wigBeauty & Wellness2.89×
02Fox SportsMovies & TV2.81×
03Cardi BMusic & Radio2.67×
04Curly HairBeauty & Wellness2.22×
05Chicano rapMusic & Radio2.16×
06Google NewsNews2.09×
07CBS SportsMovies & TV1.98×
08Hair ExtensionsBeauty & Wellness1.94×
09WikipediaInternet & Social Media1.74×
10WigBeauty & Wellness1.71×
11Android (operating system)Technology & Electronics1.67×
12NFL NetworkSports1.67×
13Video on demandMovies & TV1.65×
14Television networkMovies & TV1.62×
15TMZInternet & Social Media1.62×
16WingstopFood & Beverages1.62×
17Yahoo! FinanceBusiness & Career1.60×
18Hip hop musicMusic & Radio1.54×
19Lindsey GrahamPolitics & Society1.53×
20Stand-up comedyMovies & TV1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pay television 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 Pay television audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.29×
Early Adopter MentalityPOWER1.24×
ExtroversionTHRILL1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pay television audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.88×
Quality AwarenessPREMIUM0.91×
IndulgenceJOY0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pay television have in United States?

Pay television has an estimated audience of 23,450,592 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Pay television fans?

47.0% of Pay television fans are female, 53.0% are male, with an average age of 40.4 years.

03

Which brands do Pay television fans like most?

Pay television fans show strongest brand affinity for Lace wig (2.89×), Android (operating system) (1.67×), and Hip hop music (1.54×) over the country average.

04

Where do Pay television fans live in United States?

Pay television fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Pay television fans also like?

Beyond Pay television itself, the audience over-indexes on Android (operating system) (1.67×), Hip hop music (1.54×), Video on demand (1.65×), and Television network (1.62×) compared to the United States average.

Appendix

Explore more audiences

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

More Movies & TV audiences in United States

See Pay television audiences in other countries

How to read this data

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