Rascasse Audience Intelligence

Roku Target Market in United States

A data profile of the people who buy, follow and care about Roku in United States — modelled from more than twelve digital signal sources. Roku has an estimated audience of 7,421,400 people in United States.

#499among Brand in United States#453in Business & Career

The average Roku fan in United States is 43.3 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Roku, Mitch McConnell, Google Docs, with strongest over-indexing on Roku (8.72× the country average).

Demographically, the Roku audience skews more male with an average age of 43.3, and over-indexes on personality traits such as Convenience Orientation, Individualism.

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

The typical Roku fan in United States is more male, around 43.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Roku.

Category: Business & Career · Type: Brand

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 Roku profile in United States.

Audience size
7.4M
in United States
Gender
40.7%♀
59.3% male
Age
43.3
average years
Country rank
#4775
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Roku

40.7% are female, 59.3% are male, average age 43.3.

Fig. 02

Gender split

40.7%
Female
59.3%
Male
Demographic split for Roku audience in United States
MetricValue
Female40.7%
Male59.3%
Average age43.3
Estimated audience size7,421,400
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Roku audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3919%
40-4925%
50+29%
Fig. 04

Worldwide distribution

66.6%

of the worldwide Roku audience comes from United States.

Worldwide audience distribution share by country for Roku
CountryShare
United States66.6%
Mexico10.7%
Brazil5.4%
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 Roku audience in United States is strongest.

Fig. 05

Top regions by affinity

Roku customers by region in United States
#RegionReachAffinity×
01Arkansas~90K1.55×
02Mississippi~90K1.53×
03Alabama~200K1.52×
04West Virginia~50K1.46×
05Kentucky~100K1.33×
06Oklahoma~100K1.32×
07Missouri~200K1.30×
08Maine~30K1.29×
09Louisiana~100K1.27×
10Tennessee~200K1.24×
11Kansas~70K1.18×
12Indiana~200K1.16×
13Iowa~70K1.15×
14South Carolina~100K1.13×
15Wyoming~10K1.13×
16Wisconsin~100K1.12×
17Ohio~200K1.11×
18South Dakota~20K1.10×
19North Carolina~200K1.09×
20Montana~20K1.08×
21Nebraska~40K1.07×
22Georgia~200K1.06×
23Idaho~40K1.04×
24Michigan~200K1.02×
25New Hampshire~30K1.00×
26New Mexico~40K0.99×
27Pennsylvania~200K0.96×
28North Dakota~10K0.96×
29Vermont~10K0.96×
30Arizona~100K0.95×
31Texas~600K0.91×
32Minnesota~90K0.91×
33Oregon~70K0.88×
34Virginia~200K0.86×
35Illinois~200K0.85×
36Florida~400K0.84×
37Colorado~100K0.84×
38Delaware~20K0.82×
39Alaska~10K0.79×
40Maryland~100K0.78×
41Connecticut~60K0.78×
42Utah~50K0.78×
43Washington~100K0.76×
44Nevada~50K0.74×
45Rhode Island~20K0.73×
46New York~300K0.69×
47Massachusetts~100K0.68×
48California~500K0.65×
49New Jersey~100K0.63×
50Hawaii~20K0.51×
Fig. 06

Affinity by region

Affinity by region — Roku, United States
0.51×1.00×1.55×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Roku audience
#·InterestCategoryAffinity×
01RokuMovies & TV8.72×
02Comcast CableTechnology & Electronics4.73×
03Internet Movie DatabaseMovies & TV4.11×
04Apple TVMovies & TV3.72×
05Pedro PascalMovies & TV3.70×
06Diane KeatonMovies & TV3.23×
07Drudge ReportSports3.21×
08Melania TrumpPolitics & Society3.10×
09Google DocsInternet & Social Media3.08×
10GodzillaMovies & TV2.93×
11Mitch McConnellPolitics & Society2.88×
12T-MobileTechnology & Electronics2.32×
13Limited liability companyBusiness & Career2.23×
14CNNMovies & TV2.15×
15SupermanMovies & TV2.07×
16JesusPolitics & Society1.85×
17MemeInternet & Social Media1.82×
18RedditInternet & Social Media1.82×
19United StatesTravel & Leisure1.78×
20Donald TrumpPolitics & Society1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Roku 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 Roku audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.70×
IndividualismJOY1.69×
Family OrientationCONSERVATISM1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Roku audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.82×
Pet OwnershipJOY0.84×
Luxury OrientationPREMIUM0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Roku's target market in United States?

Roku's target market in United States covers an estimated 7,421,400 people, concentrated in Texas and California.

02

What is the gender split and age of Roku customers?

40.7% of the Roku audience are female, 59.3% are male, with an average age of 43.3 years.

03

Which brands do Roku fans like most?

Roku fans show strongest brand affinity for Roku (8.72×), Mitch McConnell (2.88×), and Google Docs (3.08×) over the country average.

04

Where do Roku fans live in United States?

Roku fans in United States are most concentrated in Texas (reach ~600K), California (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Roku fans also like?

Beyond Roku itself, the audience over-indexes on Mitch McConnell (2.88×), Google Docs (3.08×), Comcast Cable (4.73×), and Superman (2.07×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Roku audiences in other countries

How to read this data

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