This Is Us Audience in United States

This Is Us logo

This Is Us has an estimated audience of 3,543,922 people in United States. 83.9% are female, 16.1% are male, average age 37.0. Top regions: California, Texas, Florida. Top brand affinities: Whataburger, Saving, Pillow, Sinaloa, English literature.

The average This Is Us fan in United States is 37.0 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Whataburger, Saving, Pillow, with strongest over-indexing on Whataburger (2.2× the country average). Demographically, the This Is Us audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Community Orientation, Creativity. 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 · Subtype: TV series

Demographics of This Is Us fans

Demographic split for This Is Us audience in United States
MetricValue
Female83.9%
Male16.1%
Average age37.0
Estimated audience size3,543,922

Audience persona

The typical This Is Us fan in United States is more female, around 37.0 years old, with strong Community Orientation tendencies and a notable affinity for Whataburger.

Top regions in United States

Top regions ranked by reach for This Is Us in United States
RegionReachAffinity
California438,8241.13×
Texas339,3471.11×
Florida246,5311.03×
New York192,7470.97×
Illinois122,7251.04×
Georgia116,0411.06×
Pennsylvania115,7130.97×
North Carolina114,0071.07×
Ohio110,8921.02×
Arizona108,6761.5×
Michigan96,3281.04×
New Jersey90,6141.01×
Virginia85,1410.99×
Washington78,6281.11×
Tennessee72,1421.01×
Massachusetts71,2191.02×
Indiana67,7471.05×
Alabama63,4431.28×
Missouri61,9311.08×
Maryland59,3470.97×
Colorado55,9071×
South Carolina53,9071.01×
Wisconsin51,0870.96×
Minnesota48,7000.96×
Louisiana45,8551×
Kentucky45,0371.01×
Oregon44,6311.1×
Oklahoma42,2841.07×
Utah38,1731.2×
Connecticut36,3481.02×
Nevada32,2790.94×
Arkansas29,8271.02×
Kansas27,9511×
Iowa26,8160.92×
Mississippi26,0650.89×
Idaho18,7471.05×
New Mexico17,2380.97×
Nebraska16,1530.91×
West Virginia14,7970.9×
New Hampshire14,0791.01×
Maine12,1440.96×
Hawaii10,5950.7×
Rhode Island10,5720.94×
Montana8,9910.91×
Washington, District of Columbia8,8440.83×
Alaska8,8211.16×
Delaware8,1640.83×
South Dakota6,8680.84×
North Dakota6,4100.88×
Vermont5,6120.9×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for This Is Us audience
BrandAffinityCategory
Whataburger2.2×Food & Beverages
Saving2.36×Business & Career
Pillow1.69×Home & Garden
Sinaloa1.58×Travel & Leisure
English literature2.93×Literature
WFTS-TV2.44×Movies & TV
Mortgage insurance1.73×Business & Career
Necktie1.9×Fashion & Accessoires
Fox & Friends1.89×Movies & TV
Certified diabetes educator4.81×Business & Career
Jack White1.55×Movies & TV
Google Analytics1.51×Internet & Social Media
Janitor1.92×Home & Garden
Tezz2.05×Movies & TV
REO Speedwagon2.11×Music & Radio
WGN-TV1.53×Movies & TV
Buenavista (Madrid)2.26×Travel & Leisure
Kerala1.61×Travel & Leisure
Tuscany1.58×Travel & Leisure
Software widget3.33×Technology & Electronics

Psychographic profile

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

Top personality traits over-indexed by This Is Us audience
TraitClusterScore
Community OrientationOPEN1.29
CreativityOPEN1.27
DIY MentalityTHRILL1.18
Healthy LifestyleBALANCE1.17
Price SensitivityPREMIUM1.16
Family OrientationCONSERVATISM1.1

Worldwide distribution

Worldwide audience distribution share by country for This Is Us
CountryShare
United States35.3%
Brazil9.8%
United Kingdom4.8%

See This Is Us audiences in other countries

More TV series audiences in United States

Frequently asked questions

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

This Is Us has an estimated audience of 3,543,922 people in United States, concentrated in California and Texas.

What is the gender split and age of This Is Us fans?

83.9% of This Is Us fans are female, 16.1% are male, with an average age of 37.0 years.

Which brands do This Is Us fans like most?

This Is Us fans show strongest brand affinity for Whataburger (2.2×), Saving (2.36×), and Pillow (1.69×) over the country average.

Where do This Is Us fans live in United States?

This Is Us fans in United States are most concentrated in California (reach 438,824), Texas (reach 339,347), and Florida (reach 246,531). These three regions account for the largest share of the active audience.

What other brands do This Is Us fans also like?

Beyond This Is Us itself, the audience over-indexes on Saving (2.36×), Pillow (1.69×), Sinaloa (1.58×), and English literature (2.93×) 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 This Is Us. 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.