Rascasse Audience Intelligence

Snapchat Audience in United States

A data profile of the people who buy, follow and care about Snapchat in United States — modelled from more than twelve digital signal sources. Snapchat has an estimated audience of 32,681,670 people in United States.

#8among Social media in United States#21among Website / Newspaper / Magazine in United States#22in Internet & Social Media

The average Snapchat fan in United States is 37.0 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include TikTok, Azienda Trasporti Milanesi, Beauty, with strongest over-indexing on TikTok (3.06× the country average).

Demographically, the Snapchat audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Extroversion, Urban Lifestyle.

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

The typical Snapchat fan in United States is balanced, around 37.0 years old, with strong Extroversion tendencies and a notable affinity for TikTok.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media

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 Snapchat profile in United States.

Audience size
32.7M
in United States
Gender
52.5%♀
47.5% male
Age
37.0
average years
Country rank
#806
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Snapchat

52.5% are female, 47.5% are male, average age 37.0.

Fig. 02

Gender split

52.5%
Female
47.5%
Male
Demographic split for Snapchat audience in United States
MetricValue
Female52.5%
Male47.5%
Average age37.0
Estimated audience size32,681,670
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Snapchat audience in United States
Age bracketShare%
16-1925%
20-2922%
30-3918%
40-4917%
50+18%
Fig. 04

Worldwide distribution

22.8%

of the worldwide Snapchat audience comes from United States.

Worldwide audience distribution share by country for Snapchat
CountryShare
United States22.8%
United Kingdom5.9%
France5.4%
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 Snapchat audience in United States is strongest.

Fig. 05

Top regions by affinity

Snapchat fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~100K1.59×
02South Dakota~100K1.44×
03Arkansas~400K1.41×
04Mississippi~400K1.31×
05Iowa~300K1.29×
06Oklahoma~500K1.28×
07Kentucky~500K1.26×
08Kansas~300K1.22×
09West Virginia~200K1.22×
10Missouri~600K1.18×
11Louisiana~500K1.16×
12Maine~100K1.15×
13Alabama~500K1.14×
14Nebraska~200K1.14×
15Ohio~1M1.11×
16Minnesota~500K1.10×
17Connecticut~400K1.10×
18New Mexico~200K1.10×
19Michigan~900K1.09×
20Indiana~600K1.08×
21Montana~100K1.08×
22Rhode Island~100K1.06×
23Wisconsin~500K1.04×
24Tennessee~700K1.02×
25New Hampshire~100K1.02×
26Virginia~800K1.01×
27Massachusetts~700K1.01×
28Idaho~200K1.01×
29Illinois~1M0.99×
30Alaska~70K0.99×
31Pennsylvania~1M0.96×
32South Carolina~500K0.94×
33North Carolina~900K0.92×
34Vermont~50K0.91×
35Georgia~900K0.90×
36Wyoming~40K0.88×
37Florida~2M0.86×
38New Jersey~700K0.86×
39Washington~600K0.86×
40Colorado~400K0.86×
41Oregon~300K0.86×
42Texas~2.5M0.84×
43Arizona~600K0.84×
44New York~1.5M0.80×
45Utah~200K0.79×
46Maryland~400K0.76×
47Delaware~60K0.66×
48California~2.5M0.63×
49Nevada~200K0.56×
50Hawaii~60K0.44×
Fig. 06

Affinity by region

Affinity by region — Snapchat, United States
0.44×1.00×1.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Snapchat audience
#·InterestCategoryAffinity×
01Azienda Trasporti MilanesiCars & Mobility7.77×
02Music of NigeriaMusic & Radio4.66×
03TikTokInternet & Social Media3.06×
04Sabrina CarpenterMusic & Radio2.37×
05BarbieMovies & TV2.36×
06South KoreaTravel & Leisure2.29×
07Lace wigBeauty & Wellness1.97×
08RedditInternet & Social Media1.87×
09Hair ExtensionsBeauty & Wellness1.86×
10Yahoo! NewsNews1.72×
11Taco BellFood & Beverages1.64×
12BeautyBeauty & Wellness1.63×
13Hobby LobbyHome & Garden1.60×
14Burger KingFood & Beverages1.59×
15Chipotle Mexican GrillFood & Beverages1.58×
16SubwayFood & Beverages1.56×
17Harry PotterMovies & TV1.55×
18Wendy'sFood & Beverages1.52×
19TMZInternet & Social Media1.52×
20Mobile gameGames1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Snapchat 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 Snapchat audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.40×
Urban LifestyleOPEN1.35×
Social Media UsageJOY1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Snapchat audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.81×
SustainabilityBALANCE0.87×
Luxury OrientationPREMIUM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Snapchat have in United States?

Snapchat has an estimated audience of 32,681,670 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Snapchat fans?

52.5% of Snapchat fans are female, 47.5% are male, with an average age of 37.0 years.

03

Which brands do Snapchat fans like most?

Snapchat fans show strongest brand affinity for TikTok (3.06×), Azienda Trasporti Milanesi (7.77×), and Beauty (1.63×) over the country average.

04

Where do Snapchat fans live in United States?

Snapchat fans in United States are most concentrated in Texas (reach ~2.5M), California (reach ~2.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Snapchat fans also like?

Beyond Snapchat itself, the audience over-indexes on Azienda Trasporti Milanesi (7.77×), Beauty (1.63×), Reddit (1.87×), and Hobby Lobby (1.6×) compared to the United States average.

Appendix

Explore more audiences

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

More Social media audiences in United States

See Snapchat audiences in other countries

How to read this data

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