Rascasse Audience Intelligence

Theory Audience in United States

A data profile of the people who buy, follow and care about Theory in United States — modelled from more than twelve digital signal sources. Theory has an estimated audience of 11,502,138 people in United States.

#2039among Topic in United States#309in Business & Career

The average Theory fan in United States is 39.6 years old, more female, and lives primarily in California.

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

Top brand affinities include Google Maps, FlightAware, Bath and Bodyworks, with strongest over-indexing on Google Maps (5.22× the country average).

Demographically, the Theory audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Patriotism, Individualism.

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

The typical Theory fan in United States is more female, around 39.6 years old, with strong Patriotism tendencies and a notable affinity for Google Maps.

Category: Business & Career · Type: Topic

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 Theory profile in United States.

Audience size
11.5M
in United States
Gender
57.7%♀
42.3% male
Age
39.6
average years
Country rank
#3113
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Theory fans

57.7% are female, 42.3% are male, average age 39.6.

Fig. 02

Gender split

57.7%
Female
42.3%
Male
Demographic split for Theory audience in United States
MetricValue
Female57.7%
Male42.3%
Average age39.6
Estimated audience size11,502,138
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Theory audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3920%
40-4921%
50+21%
Fig. 04

Worldwide distribution

18.8%

of the worldwide Theory audience comes from United States.

Worldwide audience distribution share by country for Theory
CountryShare
United States18.8%
Italy7.5%
Brazil7.2%
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 Theory audience in United States is strongest.

Fig. 05

Top regions by affinity

Theory fans by region: top regions in United States
#RegionReachAffinity×
01Illinois~1.5M3.33×
02Washington, District of Columbia~100K3.09×
03New York~2M2.77×
04Massachusetts~400K1.94×
05Connecticut~200K1.76×
06New Jersey~500K1.62×
07California~2M1.58×
08New Hampshire~70K1.48×
09Maine~50K1.23×
10Vermont~20K1.22×
11Virginia~300K1.15×
12Maryland~200K1.12×
13Washington~200K1.08×
14Pennsylvania~400K1.05×
15Florida~800K1.04×
16Georgia~400K1.03×
17Oregon~100K1.01×
18Rhode Island~40K0.97×
19Texas~900K0.94×
20Nevada~100K0.90×
21Hawaii~40K0.90×
22Arizona~200K0.81×
23North Carolina~300K0.78×
24Alabama~100K0.78×
25Delaware~20K0.78×
26Alaska~20K0.78×
27Michigan~200K0.77×
28Indiana~200K0.76×
29Oklahoma~100K0.75×
30Louisiana~100K0.74×
31Mississippi~70K0.73×
32Montana~20K0.73×
33Colorado~100K0.71×
34South Carolina~100K0.71×
35Minnesota~100K0.71×
36Ohio~200K0.70×
37Tennessee~200K0.68×
38Missouri~100K0.68×
39Kansas~60K0.68×
40New Mexico~40K0.68×
41Idaho~40K0.68×
42West Virginia~40K0.68×
43South Dakota~20K0.68×
44Kentucky~100K0.67×
45Arkansas~60K0.67×
46Wisconsin~100K0.66×
47Utah~70K0.65×
48Nebraska~40K0.65×
49North Dakota~20K0.64×
50Iowa~60K0.63×
Fig. 06

Affinity by region

Affinity by region — Theory, United States
0.63×1.00×3.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Theory audience
#·InterestCategoryAffinity×
01Google MapsInternet & Social Media5.22×
02FlightAwareTravel & Leisure5.22×
03TransUnionTechnology & Electronics5.22×
04AetnaBusiness & Career4.47×
05Web serverTechnology & Electronics3.89×
06Bath and BodyworksShopping3.10×
07InnovationBusiness & Career2.39×
08Gaming computerTechnology & Electronics2.38×
09Non-alcoholic beverageFood & Beverages2.34×
10House musicMusic & Radio1.95×
11GeneticsKids & Family1.93×
12PhilanthropyArts & Culture1.86×
13PianoMusic & Radio1.84×
14Real propertyHome & Garden1.79×
15High schoolBusiness & Career1.79×
16Culver'sFood & Beverages1.73×
17Britney SpearsMusic & Radio1.62×
18Musical instrumentMusic & Radio1.58×
19Subscription business modelShopping1.58×
20The UPS StoreShopping1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Theory 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 Theory audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.70×
IndividualismJOY1.36×
SpiritualityBALANCE1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Theory audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.88×
Social Media UsageJOY0.90×
Family OrientationCONSERVATISM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Theory have in United States?

Theory has an estimated audience of 11,502,138 people in United States, concentrated in California and New York.

02

What is the gender split and age of Theory fans?

57.7% of Theory fans are female, 42.3% are male, with an average age of 39.6 years.

03

Which brands do Theory fans like most?

Theory fans show strongest brand affinity for Google Maps (5.22×), FlightAware (5.22×), and Bath and Bodyworks (3.1×) over the country average.

04

Where do Theory fans live in United States?

Theory fans in United States are most concentrated in California (reach ~2M), New York (reach ~2M), and Illinois (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Theory fans also like?

Beyond Theory itself, the audience over-indexes on FlightAware (5.22×), Bath and Bodyworks (3.1×), Web server (3.89×), and Innovation (2.39×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Theory audiences in other countries

How to read this data

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