The Shack Audience in United States

The Shack logo

The Shack has an estimated audience of 1,959,092 people in United States. 66.1% are female, 33.9% are male, average age 44.8. Top regions: Texas, California, Florida. Top brand affinities: Keene, New Hampshire, headspace, Grace Slick, Wok, Goop.

The average The Shack fan in United States is 44.8 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Keene, New Hampshire, headspace, Grace Slick, with strongest over-indexing on Keene, New Hampshire (675× the country average). Demographically, the The Shack audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Family Orientation, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Movies & TV · Type: Movie / TV Show / Series

Demographics of The Shack fans

Demographic split for The Shack audience in United States
MetricValue
Female66.1%
Male33.9%
Average age44.8
Estimated audience size1,959,092

Audience persona

The typical The Shack fan in United States is more female, around 44.8 years old, with strong Family Orientation tendencies and a notable affinity for Keene, New Hampshire.

Top regions in United States

Top regions ranked by reach for The Shack in United States
RegionReachAffinity
Texas294,7831.75×
California147,1030.68×
Florida142,8781.08×
Missouri137,7464.36×
Virginia68,0611.43×
South Carolina65,3322.22×
New York57,7940.53×
North Carolina50,0070.85×
Georgia47,6210.79×
Illinois46,6510.71×
Ohio44,6350.74×
Pennsylvania44,2630.67×
Tennessee43,2771.1×
Connecticut39,8742.03×
Michigan38,5950.75×
Kansas38,0972.47×
Louisiana37,1641.47×
Indiana36,4971.02×
Alabama31,7991.16×
New Jersey27,7060.56×
Kentucky24,9091.01×
Washington23,8770.61×
Wisconsin23,7220.8×
Arizona23,2250.58×
Oklahoma21,5200.99×
Massachusetts21,3260.55×
Colorado20,6750.67×
Minnesota18,9080.67×
Arkansas18,1291.12×
Maryland16,9520.5×
Mississippi16,4521.02×
Oregon14,7740.66×
Iowa13,5700.84×
New Mexico12,7761.3×
Utah12,0950.69×
Hawaii11,2431.34×
Nevada10,6150.56×
Idaho9,5060.97×
West Virginia8,0170.88×
Nebraska7,4530.76×
North Dakota7,0811.76×
Maine6,7070.96×
Montana4,6290.85×
New Hampshire4,1160.53×
Rhode Island3,7440.6×
South Dakota3,3620.74×
Delaware2,8730.53×
Alaska2,7250.65×
Washington, District of Columbia2,1760.37×
Wyoming2,0210.7×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for The Shack audience
BrandAffinityCategory
Keene, New Hampshire675×Travel & Leisure
headspace24.18×Health
Grace Slick19.2×Music & Radio
Wok13.34×Food & Beverages
Goop8.49×Internet & Social Media
Cryptic crossword19.73×Technology & Electronics
Governor of Michigan9.05×Politics & Society
Google Home7.5×Technology & Electronics
Grinch4.62×Movies & TV
Cherish (group)12.19×Music & Radio
Goma19.35×Travel & Leisure
Pillow2.14×Home & Garden
Hibachi7.71×Food & Beverages
El Paso County, Colorado12.24×Travel & Leisure
TV Fanatic10.04×Movies & TV
Whataburger1.58×Food & Beverages
Hemnet11.77×Home & Garden
Ira Glass13.73×Music & Radio
Hitchcock (film)11.22×Movies & TV
Kikar HaShabbat11.57×News

Psychographic profile

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

Top personality traits over-indexed by The Shack audience
TraitClusterScore
Family OrientationCONSERVATISM1.28
Convenience OrientationPREMIUM1.28
DIY MentalityTHRILL1.26
Need for SecurityCONSERVATISM1.2
Price SensitivityPREMIUM1.19
Career OrientationPOWER1.18

Worldwide distribution

Worldwide audience distribution share by country for The Shack
CountryShare
United States46.9%
United Kingdom5.4%
Chile3.3%

See The Shack audiences in other countries

More Movies & TV audiences in United States

Frequently asked questions

How many fans does The Shack have in United States?

The Shack has an estimated audience of 1,959,092 people in United States, concentrated in Texas and California.

What is the gender split and age of The Shack fans?

66.1% of The Shack fans are female, 33.9% are male, with an average age of 44.8 years.

Which brands do The Shack fans like most?

The Shack fans show strongest brand affinity for Keene, New Hampshire (675×), headspace (24.18×), and Grace Slick (19.2×) over the country average.

Where do The Shack fans live in United States?

The Shack fans in United States are most concentrated in Texas (reach 294,783), California (reach 147,103), and Florida (reach 142,878). These three regions account for the largest share of the active audience.

What other brands do The Shack fans also like?

Beyond The Shack itself, the audience over-indexes on headspace (24.18×), Grace Slick (19.2×), Wok (13.34×), and Goop (8.49×) 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 The Shack. 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.