Rascasse Audience Intelligence

This Is 40 Audience in United States

A data profile of the people who buy, follow and care about This Is 40 in United States — modelled from more than twelve digital signal sources. This Is 40 has an estimated audience of 1,255,117 people in United States.

#1431among Movie / TV Show / Series in United States#3477in Movies & TV

The average This Is 40 fan in United States is 48.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Jason Bateman, Octavia Spencer, Melissa McCarthy, with strongest over-indexing on Jason Bateman (76.4× the country average).

Demographically, the This Is 40 audience skews more female with an average age of 48.2, and over-indexes on personality traits such as Spirituality, Design Affinity.

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

The typical This Is 40 fan in United States is more female, around 48.2 years old, with strong Spirituality tendencies and a notable affinity for Jason Bateman.

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

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 This Is 40 profile in United States.

Audience size
1.3M
in United States
Gender
86.5%♀
13.5% male
Age
48.2
average years
Country rank
#20200
Movie / TV Show / Series 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 This Is 40 viewers

86.5% are female, 13.5% are male, average age 48.2.

Fig. 02

Gender split

86.5%
Female
13.5%
Male
Demographic split for This Is 40 audience in United States
MetricValue
Female86.5%
Male13.5%
Average age48.2
Estimated audience size1,255,117
Fig. 03

Age distribution

Ø 48.2
average years
Age distribution of the This Is 40 audience in United States
Age bracketShare%
16-192%
20-299%
30-3919%
40-4933%
50+36%
Fig. 04

Worldwide distribution

35.6%

of the worldwide This Is 40 audience comes from United States.

Worldwide audience distribution share by country for This Is 40
CountryShare
United States35.6%
India10.5%
Australia6.9%
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 This Is 40 audience in United States is strongest.

Fig. 05

Top regions by affinity

This Is 40 fans by region: top regions in United States
#RegionReachAffinity×
01Montana~4K1.26×
02Idaho~8K1.21×
03Colorado~20K1.20×
04Oregon~20K1.18×
05New Hampshire~6K1.18×
06Utah~10K1.12×
07Maine~5K1.11×
08Washington~30K1.10×
09New Mexico~7K1.10×
10North Dakota~3K1.10×
11Missouri~20K1.09×
12Oklahoma~20K1.09×
13Vermont~2K1.09×
14Michigan~40K1.08×
15Kansas~10K1.08×
16California~100K1.07×
17Arizona~30K1.07×
18Iowa~10K1.07×
19South Dakota~3K1.07×
20Wisconsin~20K1.06×
21Indiana~20K1.05×
22Minnesota~20K1.05×
23Nebraska~7K1.04×
24Rhode Island~4K1.03×
25Alaska~3K1.03×
26Ohio~40K1.02×
27Massachusetts~30K1.02×
28Texas~100K1.00×
29Illinois~40K0.99×
30Connecticut~10K0.99×
31Pennsylvania~40K0.98×
32Nevada~10K0.98×
33Arkansas~10K0.97×
34West Virginia~6K0.97×
35Kentucky~20K0.95×
36Tennessee~20K0.94×
37New York~60K0.90×
38New Jersey~30K0.90×
39Hawaii~5K0.89×
40North Carolina~30K0.87×
41South Carolina~20K0.87×
42Florida~70K0.85×
43Delaware~3K0.84×
44Louisiana~10K0.82×
45Virginia~20K0.80×
46Mississippi~8K0.80×
47Maryland~20K0.79×
48Georgia~30K0.78×
49Alabama~10K0.76×
50Washington, District of Columbia~3K0.76×
Fig. 06

Affinity by region

Affinity by region — This Is 40, United States
0.76×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the This Is 40 audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for This Is 40 audience
#·InterestCategoryAffinity×
01Jason BatemanMovies & TV76.40×
02Octavia SpencerMovies & TV70.04×
03EuroTripMovies & TV54.57×
04Kate McKinnonMovies & TV48.17×
05Jason SegelMovies & TV47.26×
06Kristen WiigMovies & TV44.76×
07Hot FuzzMovies & TV41.49×
08Melissa McCarthyMovies & TV38.34×
0922 Jump StreetMovies & TV35.92×
10Austin Powers (film series)Movies & TV31.61×
11Sausage PartyMovies & TV30.32×
12Horrible BossesMovies & TV28.66×
13Political satireLiterature20.00×
14Jason SudeikisMovies & TV18.38×
15Legally BlondeMovies & TV15.37×
16Dumb and DumberMovies & TV14.60×
17Zooey DeschanelMovies & TV13.62×
18Emma StoneMovies & TV9.21×
19Sex and the CityMovies & TV8.40×
20Diane KeatonMovies & TV5.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the This Is 40 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 This Is 40 audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.44×
Design AffinityPREMIUM1.38×
IndulgenceJOY1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by This Is 40 audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.81×
Social Media UsageJOY0.87×
DIY MentalityTHRILL0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does This Is 40 have in United States?

This Is 40 has an estimated audience of 1,255,117 people in United States, concentrated in California and Texas.

02

What is the gender split and age of This Is 40 viewers?

86.5% of This Is 40 fans are female, 13.5% are male, with an average age of 48.2 years.

03

Which brands do This Is 40 fans like most?

This Is 40 fans show strongest brand affinity for Jason Bateman (76.4×), Octavia Spencer (70.04×), and Melissa McCarthy (38.34×) over the country average.

04

Where do This Is 40 fans live in United States?

This Is 40 fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do This Is 40 fans also like?

Beyond This Is 40 itself, the audience over-indexes on Octavia Spencer (70.04×), Melissa McCarthy (38.34×), Kristen Wiig (44.76×), and Jason Segel (47.26×) compared to the United States average.

Appendix

Explore more audiences

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

More Movies & TV audiences in United States

See This Is 40 audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for This Is 40. 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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