South by Southwest Audience in United States

South by Southwest logo

South by Southwest has an estimated audience of 4,855,324 people in United States. 68.4% are female, 31.6% are male, average age 43.2. Top regions: Texas, California, New York. Top brand affinities: Google Drive, Google Calendar, Diane Keaton, Retirement age, Task management.

The average South by Southwest fan in United States is 43.2 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, New York. Top brand affinities include Google Drive, Google Calendar, Diane Keaton, with strongest over-indexing on Google Drive (14.72× the country average). Demographically, the South by Southwest audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Risk Appetite, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Business & Career · Type: Event · Subtype: Music festival

Demographics of South by Southwest fans

Demographic split for South by Southwest audience in United States
MetricValue
Female68.4%
Male31.6%
Average age43.2
Estimated audience size4,855,324

Audience persona

The typical South by Southwest fan in United States is more female, around 43.2 years old, with strong Risk Appetite tendencies and a notable affinity for Google Drive.

Top regions in United States

Top regions ranked by reach for South by Southwest in United States
RegionReachAffinity
Texas2,114,4565.07×
California817,8731.53×
New York428,6771.58×
Florida257,6690.78×
Illinois189,1321.17×
Georgia154,4791.03×
Pennsylvania130,6010.8×
Virginia128,3521.09×
Colorado125,1621.64×
Massachusetts122,9241.29×
North Carolina118,6800.81×
Arizona110,0191.11×
New Jersey109,3290.89×
Ohio108,7180.73×
Washington97,5821×
Tennessee97,0421×
Michigan91,3610.72×
Maryland86,5411.04×
Louisiana76,1691.22×
Missouri71,0860.91×
Minnesota70,4861.01×
Indiana62,9460.71×
Oregon58,8371.06×
Wisconsin57,5210.79×
Alabama54,8310.81×
Oklahoma53,8371×
South Carolina48,5090.66×
Connecticut43,8710.9×
Utah42,9390.99×
Nevada42,6240.91×
Washington, District of Columbia40,7502.79×
Kentucky38,5780.63×
Kansas33,5330.88×
Arkansas30,1890.75×
New Mexico29,1391.2×
Iowa27,9070.7×
Mississippi22,8450.57×
Nebraska18,4500.76×
Idaho18,2860.75×
Hawaii17,4690.84×
New Hampshire14,3740.75×
Maine12,3720.71×
Rhode Island12,0040.78×
Montana9,4340.7×
West Virginia8,2510.36×
Vermont7,5640.89×
Delaware6,8870.51×
Alaska6,8220.66×
South Dakota5,2630.47×
North Dakota4,7300.47×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for South by Southwest audience
BrandAffinityCategory
Google Drive14.72×Technology & Electronics
Google Calendar14.46×Internet & Social Media
Diane Keaton5.76×Movies & TV
Retirement age10.65×Business & Career
Task management50.57×Business & Career
Zoom!6.17×Business & Career
Pinterest2.81×Internet & Social Media
Caroline Kennedy10.2×Politics & Society
Cat play and toys5.9×Pets & Animals
Square (company)8.43×Shopping
Healthy habits4.23×Health
Money2.55×Business & Career
Menards3.8×Home & Garden
U.S. state2.3×Travel & Leisure
NBC2.44×Movies & TV
Friendship2.62×Kids & Family
Concurrent Versions System3.19×Technology & Electronics
Google Photos6.37×Technology & Electronics
Hollywood3.17×Travel & Leisure
Buffer (application)30.52×Technology & Electronics

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by South by Southwest audience
TraitClusterScore
Risk AppetiteTHRILL2.11
Luxury OrientationPREMIUM1.88
LGBTQ+ IdentityOPEN1.7
IndulgenceJOY1.59
Family OrientationCONSERVATISM1.45
Convenience OrientationPREMIUM1.43

Worldwide distribution

Worldwide audience distribution share by country for South by Southwest
CountryShare
United States80.9%
United Kingdom6.3%
Japan2.5%

See South by Southwest audiences in other countries

More Music festival audiences in United States

Frequently asked questions

How many fans does South by Southwest have in United States?

South by Southwest has an estimated audience of 4,855,324 people in United States, concentrated in Texas and California.

What is the gender split and age of South by Southwest fans?

68.4% of South by Southwest fans are female, 31.6% are male, with an average age of 43.2 years.

Which brands do South by Southwest fans like most?

South by Southwest fans show strongest brand affinity for Google Drive (14.72×), Google Calendar (14.46×), and Diane Keaton (5.76×) over the country average.

Where do South by Southwest fans live in United States?

South by Southwest fans in United States are most concentrated in Texas (reach 2,114,456), California (reach 817,873), and New York (reach 428,677). These three regions account for the largest share of the active audience.

What other brands do South by Southwest fans also like?

Beyond South by Southwest itself, the audience over-indexes on Google Calendar (14.46×), Diane Keaton (5.76×), Retirement age (10.65×), and Task management (50.57×) compared to the United States average.

How to read this data

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