Rascasse Audience Intelligence

South by Southwest Audience in United States

Name: South by Southwest — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about South by Southwest in United States — modelled from more than twelve digital signal sources. South by Southwest has an estimated audience of 4,855,917 people in United States.

#76among Event in United States #625in Business & Career

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 Convenience Orientation, Price Sensitivity.

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

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

Category: Business & Career · Type: Event

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 South by Southwest profile in United States.

Audience size

4.9M

in United States

Gender

68.4%♀

31.6% male

Age

43.2

average years

Country rank

#6885

Event in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of South by Southwest fans

68.4% are female, 31.6% are male, average age 43.2.

Fig. 02

Gender split

68.4%

Female

31.6%

Male

Demographic split for South by Southwest audience in United States
Metric	Value
Female	68.4%
Male	31.6%
Average age	43.2
Estimated audience size	4,855,917

Fig. 03

Age distribution

Age distribution of the South by Southwest audience in United States
Age bracket	Share	%
16-19		12%
20-29		16%
30-39		19%
40-49		25%
50+		28%

Fig. 04

Worldwide distribution

80.9%

of the worldwide South by Southwest audience comes from United States.

Worldwide audience distribution share by country for South by Southwest
Country	Share
United States	80.9%
United Kingdom	6.3%
Japan	2.5%

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 South by Southwest audience in United States is strongest.

Fig. 05

Top regions by affinity

South by Southwest fans by region: top regions in United States
#	Region	Reach	×
01	Texas	~2M	4.84×
02	Washington, District of Columbia	~40K	2.53×
03	New York	~400K	1.51×
04	Colorado	~100K	1.50×
05	California	~800K	1.45×
06	Massachusetts	~100K	1.24×
07	New Mexico	~30K	1.20×
08	Illinois	~200K	1.14×
09	Louisiana	~70K	1.11×
10	Vermont	~9K	1.04×
11	Maryland	~90K	1.03×
12	Oregon	~60K	1.03×
13	Georgia	~200K	1.02×
14	Arizona	~100K	1.02×
15	Tennessee	~100K	1.02×
16	Virginia	~100K	1.01×
17	Washington	~100K	1.00×
18	Oklahoma	~50K	0.99×
19	Minnesota	~70K	0.98×
20	Utah	~40K	0.97×
21	Nevada	~40K	0.95×
22	Rhode Island	~10K	0.94×
23	Connecticut	~50K	0.93×
24	Kansas	~30K	0.91×
25	Missouri	~70K	0.90×
26	Hawaii	~20K	0.90×
27	New Hampshire	~20K	0.89×
28	Alaska	~9K	0.89×
29	Montana	~10K	0.88×
30	New Jersey	~100K	0.87×
31	Maine	~20K	0.87×
32	Arkansas	~30K	0.86×
33	Nebraska	~20K	0.86×
34	Wisconsin	~60K	0.85×
35	North Dakota	~9K	0.85×
36	Idaho	~20K	0.84×
37	South Dakota	~9K	0.84×
38	Delaware	~10K	0.82×
39	Pennsylvania	~100K	0.81×
40	North Carolina	~100K	0.81×
41	Alabama	~50K	0.80×
42	Florida	~300K	0.78×
43	Michigan	~100K	0.78×
44	Iowa	~30K	0.78×
45	Ohio	~100K	0.77×
46	Mississippi	~30K	0.76×
47	West Virginia	~20K	0.76×
48	Indiana	~70K	0.75×
49	South Carolina	~50K	0.75×
50	Kentucky	~40K	0.73×

Affinity by region — South by Southwest, United States

Section 04

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

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for South by Southwest audience
#	Interest	Category	×
01	Task management	Business & Career	50.57×
02	Google Drive	Technology & Electronics	14.72×
03	Google Calendar	Internet & Social Media	14.46×
04	Retirement age	Business & Career	10.65×
05	Caroline Kennedy	Politics & Society	10.20×
06	Square (company)	Shopping	8.43×
07	Google Photos	Technology & Electronics	6.37×
08	Zoom!	Business & Career	6.17×
09	Cat play and toys	Pets & Animals	5.90×
10	Diane Keaton	Movies & TV	5.76×
11	Healthy habits	Health	4.23×
12	Dick Van Dyke	Movies & TV	4.08×
13	Menards	Home & Garden	3.80×
14	Concurrent Versions System	Technology & Electronics	3.19×
15	Hollywood	Travel & Leisure	3.17×
16	Pinterest	Internet & Social Media	2.81×
17	Friendship	Kids & Family	2.62×
18	Money	Business & Career	2.55×
19	NBC	Movies & TV	2.44×
20	U.S. state	Travel & Leisure	2.30×

Section 05

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

Personality of the South by Southwest 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 South by Southwest audience · What stands out
Trait	Cluster	Score
Convenience Orientation	PREMIUM	2.06×
Price Sensitivity	PREMIUM	1.74×
Quality Awareness	PREMIUM	1.73×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by South by Southwest audience · Rather not
Trait	Cluster	Score
Extroversion	THRILL	0.64×
Early Adopter Mentality	POWER	0.67×
Urban Lifestyle	OPEN	0.88×

0×1.00× baseline2×

Section 06

Frequently asked questions

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

South by Southwest has an estimated audience of 4,855,917 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 ~2M), California (reach ~800K), and New York (reach ~400K). 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.

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 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.

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