Rascasse Audience Intelligence

Sports Audience in United States

A data profile of the people who buy, follow and care about Sports in United States — modelled from more than twelve digital signal sources. Sports has an estimated audience of 173,190,295 people in United States.

#4among Lifestyle cluster in United States#5among Topic in United States#2in Sports

The average Sports fan in United States is 38.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Korean movies, Empresarios, Persib Bandung, with strongest over-indexing on Korean movies (1.62× the country average).

Demographically, the Sports audience skews balanced with an average age of 38.9, and over-indexes on personality traits such as Pet Ownership, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 17 brand affinities and 50 regions tracked by Rascasse.

The typical Sports fan in United States is balanced, around 38.9 years old, with strong Pet Ownership tendencies and a notable affinity for Korean movies.

Category: Sports · Type: Topic · Subtype: Lifestyle cluster

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 Sports profile in United States.

Audience size
173.2M
in United States
Gender
49.8%♀
50.2% male
Age
38.9
average years
Country rank
#10
Topic in United States
Fig. 01

Search interest · 12-month trend

-1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sports fans

49.8% are female, 50.2% are male, average age 38.9.

Fig. 02

Gender split

49.8%
Female
50.2%
Male
Demographic split for Sports audience in United States
MetricValue
Female49.8%
Male50.2%
Average age38.9
Estimated audience size173,190,295
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Sports audience in United States
Age bracketShare%
16-1923%
20-2918%
30-3918%
40-4919%
50+22%
Fig. 04

Worldwide distribution

20.3%

of the worldwide Sports audience comes from United States.

Worldwide audience distribution share by country for Sports
CountryShare
United States20.3%
Japan8.3%
India5.0%
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 Sports audience in United States is strongest.

Fig. 05

Top regions by affinity

Sports fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~6M1.41×
02Kansas~2M1.33×
03Texas~19M1.29×
04New York~12M1.26×
05Massachusetts~4M1.23×
06Rhode Island~700K1.22×
07North Dakota~400K1.21×
08California~23M1.18×
09Maryland~3.5M1.18×
10Nebraska~1M1.17×
11Florida~14M1.15×
12Pennsylvania~6.5M1.12×
13North Carolina~6M1.12×
14Virginia~4.5M1.12×
15Illinois~6.5M1.11×
16Utah~1.5M1.10×
17Connecticut~2M1.09×
18South Dakota~400K1.08×
19Indiana~3.5M1.05×
20Washington, District of Columbia~500K1.05×
21Kentucky~2M1.01×
22Ohio~5.5M1.00×
23Wisconsin~2.5M1.00×
24Missouri~3M0.99×
25South Carolina~2.5M0.99×
26Iowa~1.5M0.98×
27Georgia~5M0.97×
28Colorado~2.5M0.97×
29Arizona~3.5M0.95×
30Washington~3.5M0.95×
31Louisiana~2M0.94×
32New Mexico~800K0.94×
33Hawaii~700K0.94×
34Idaho~800K0.91×
35Nevada~1.5M0.90×
36Vermont~300K0.89×
37Minnesota~2M0.88×
38Oregon~1.5M0.88×
39Michigan~4M0.87×
40New Hampshire~600K0.86×
41Oklahoma~1.5M0.83×
42Delaware~400K0.82×
43Alaska~300K0.82×
44Tennessee~3M0.81×
45Alabama~2M0.81×
46Montana~400K0.80×
47Arkansas~1M0.79×
48Mississippi~1M0.79×
49Maine~500K0.75×
50West Virginia~500K0.67×
Fig. 06

Affinity by region

Affinity by region — Sports, United States
0.67×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sports audience
#·InterestCategoryAffinity×
01EmpresariosPolitics & Society2.38×
02Korean moviesMovies & TV1.62×
03EA SPORTS FIFA Ultimate TeamGames1.62×
04Arema Cronus F.C.Sports1.57×
05STAR SportsMovies & TV1.56×
06Persipura JayapuraSports1.55×
07ICC Champions TrophySports1.54×
08PSM MakassarSports1.54×
09Persebaya SurabayaSports1.54×
10Empire: Four KingdomsGames1.54×
11ADV.1 WheelsCars & Mobility1.54×
12Arena CorinthiansSports1.53×
13Persib BandungSports1.51×
14Persija JakartaSports1.51×
15Corinthians até morrerSports1.51×
16Canal+ SériesMovies & TV1.51×
17Eslite BookstoreLiterature1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sports 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 Sports audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY0.89×
MindfulnessBALANCE0.88×
Design AffinityPREMIUM0.84×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sports audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.68×
Price SensitivityPREMIUM0.69×
Career OrientationPOWER0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sports have in United States?

Sports has an estimated audience of 173,190,295 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Sports fans?

49.8% of Sports fans are female, 50.2% are male, with an average age of 38.9 years.

03

Which brands do Sports fans like most?

Sports fans show strongest brand affinity for Korean movies (1.62×), Empresarios (2.38×), and Persib Bandung (1.51×) over the country average.

04

Where do Sports fans live in United States?

Sports fans in United States are most concentrated in California (reach ~23M), Texas (reach ~19M), and Florida (reach ~14M). These three regions account for the largest share of the active audience.

05

What other brands do Sports fans also like?

Beyond Sports itself, the audience over-indexes on Empresarios (2.38×), Persib Bandung (1.51×), Arena Corinthians (1.53×), and ICC Champions Trophy (1.54×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Sports audiences in other countries

How to read this data

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