Rascasse Audience Intelligence

Spotify Audience in United States

A data profile of the people who buy, follow and care about Spotify in United States — modelled from more than twelve digital signal sources. Spotify has an estimated audience of 91,131,921 people in United States.

#1among TV / music streaming in United States#5among Website / Newspaper / Magazine in United States#5in Internet & Social Media

The average Spotify fan in United States is 33.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include NBA playoffs, NBA Finals, Lace wig, with strongest over-indexing on NBA playoffs (1.78× the country average).

Demographically, the Spotify audience skews balanced with an average age of 33.2, and over-indexes on personality traits such as Social Media Usage, Early Adopter Mentality.

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

The typical Spotify fan in United States is balanced, around 33.2 years old, with strong Social Media Usage tendencies and a notable affinity for NBA playoffs.

Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: TV / music streaming

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 Spotify profile in United States.

Audience size
91.1M
in United States
Gender
49.0%♀
51.0% male
Age
33.2
average years
Country rank
#101
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

+5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Spotify

49.0% are female, 51.0% are male, average age 33.2.

Fig. 02

Gender split

49.0%
Female
51.0%
Male
Demographic split for Spotify audience in United States
MetricValue
Female49.0%
Male51.0%
Average age33.2
Estimated audience size91,131,921
Fig. 03

Age distribution

Ø 33.2
average years
Age distribution of the Spotify audience in United States
Age bracketShare%
16-1937%
20-2921%
30-3917%
40-4914%
50+11%
Fig. 04

Worldwide distribution

20.8%

of the worldwide Spotify audience comes from United States.

Worldwide audience distribution share by country for Spotify
CountryShare
United States20.8%
Japan5.2%
Germany4.2%
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 Spotify audience in United States is strongest.

Fig. 05

Top regions by affinity

Spotify fans by region: top regions in United States
#RegionReachAffinity×
01North Dakota~300K1.43×
02Idaho~600K1.37×
03Kentucky~1.5M1.30×
04Oklahoma~1M1.23×
05Arkansas~900K1.23×
06Oregon~1.5M1.20×
07Utah~900K1.16×
08Wisconsin~1.5M1.14×
09Iowa~900K1.14×
10Kansas~800K1.14×
11Missouri~1.5M1.13×
12Montana~300K1.13×
13California~11M1.12×
14Maine~400K1.12×
15Michigan~2.5M1.11×
16Texas~8.5M1.09×
17New York~5.5M1.08×
18Nebraska~500K1.08×
19Colorado~1.5M1.06×
20South Dakota~200K1.06×
21Ohio~3M1.04×
22Vermont~200K1.03×
23Washington~2M1.02×
24Indiana~1.5M1.02×
25Mississippi~800K1.02×
26New Mexico~500K1.02×
27Virginia~2M0.98×
28Minnesota~1.5M0.98×
29Alabama~1M0.97×
30Rhode Island~300K0.97×
31Alaska~200K0.95×
32Tennessee~1.5M0.94×
33Massachusetts~1.5M0.92×
34Delaware~200K0.92×
35Pennsylvania~3M0.91×
36Louisiana~1M0.91×
37Illinois~2.5M0.89×
38Arizona~1.5M0.89×
39Connecticut~800K0.89×
40Hawaii~300K0.89×
41North Carolina~2.5M0.88×
42New Hampshire~300K0.87×
43Georgia~2.5M0.86×
44New Jersey~2M0.84×
45West Virginia~300K0.79×
46Florida~5M0.78×
47Nevada~700K0.78×
48Maryland~1M0.76×
49South Carolina~1M0.75×
50Washington, District of Columbia~200K0.72×
Fig. 06

Affinity by region

Affinity by region — Spotify, United States
0.72×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Spotify audience
#·InterestCategoryAffinity×
01Music schoolMusic & Radio1.98×
02Underground hip hopMusic & Radio1.92×
03Lace wigBeauty & Wellness1.91×
04NBA playoffsSports1.78×
05Sneaker collectingFashion & Accessoires1.78×
06Hair ExtensionsBeauty & Wellness1.77×
07TwitchGames1.75×
08NBA FinalsSports1.74×
09Curly HairBeauty & Wellness1.74×
10Alternative hip hopMusic & Radio1.70×
11StreetwearFashion & Accessoires1.69×
12Los Angeles LakersSports1.67×
13East Coast hip hopMusic & Radio1.65×
14Bounce musicMusic & Radio1.65×
15West Coast hip hopMusic & Radio1.60×
16Electro (music)Music & Radio1.59×
17Southern hip hopMusic & Radio1.59×
18BraidHome & Garden1.57×
19NikeFashion & Accessoires1.55×
20Self-loveHealth1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Spotify 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 Spotify audience · What stands out
TraitClusterDeviationScore
Social Media UsageJOY1.07×
Early Adopter MentalityPOWER1.01×
ExtroversionTHRILL1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Spotify audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.67×
PatriotismCONSERVATISM0.69×
Career OrientationPOWER0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Spotify have in United States?

Spotify has an estimated audience of 91,131,921 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Spotify fans?

49.0% of Spotify fans are female, 51.0% are male, with an average age of 33.2 years.

03

Which brands do Spotify fans like most?

Spotify fans show strongest brand affinity for NBA playoffs (1.78×), NBA Finals (1.74×), and Lace wig (1.91×) over the country average.

04

Where do Spotify fans live in United States?

Spotify fans in United States are most concentrated in California (reach ~11M), Texas (reach ~8.5M), and New York (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Spotify fans also like?

Beyond Spotify itself, the audience over-indexes on NBA Finals (1.74×), Lace wig (1.91×), Streetwear (1.69×), and Los Angeles Lakers (1.67×) compared to the United States average.

Appendix

Explore more audiences

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

More TV / music streaming audiences in United States

See Spotify audiences in other countries

How to read this data

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