Rascasse Audience Intelligence

This Is Us Audience in United States

A data profile of the people who buy, follow and care about This Is Us in United States — modelled from more than twelve digital signal sources. This Is Us has an estimated audience of 3,386,676 people in United States.

#144among TV series in United States#392among Movie / TV Show / Series in United States#1148in Movies & TV

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 Trader Joe's, TMZ, Non-alcoholic beverage, with strongest over-indexing on Trader Joe's (2.03× 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, Convenience Orientation.

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

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 Trader Joe's.

Category: Movies & TV · Type: Movie / TV Show / Series · Subtype: TV 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 Us profile in United States.

Audience size
3.4M
in United States
Gender
83.9%♀
16.1% male
Age
37.0
average years
Country rank
#9289
Movie / TV Show / Series in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of This Is Us viewers

83.9% are female, 16.1% are male, average age 37.0.

Fig. 02

Gender split

83.9%
Female
16.1%
Male
Demographic split for This Is Us audience in United States
MetricValue
Female83.9%
Male16.1%
Average age37.0
Estimated audience size3,386,676
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the This Is Us audience in United States
Age bracketShare%
16-1922%
20-2921%
30-3924%
40-4922%
50+11%
Fig. 04

Worldwide distribution

33.4%

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

Worldwide audience distribution share by country for This Is Us
CountryShare
United States33.4%
Brazil8.9%
United Kingdom4.6%
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 Us audience in United States is strongest.

Fig. 05

Top regions by affinity

This Is Us fans by region: top regions in United States
#RegionReachAffinity×
01Arizona~100K1.51×
02Alabama~70K1.32×
03Alaska~10K1.29×
04Utah~40K1.16×
05Missouri~60K1.08×
06Oregon~40K1.07×
07Idaho~20K1.07×
08Oklahoma~40K1.05×
09California~400K1.04×
10Texas~300K1.04×
11Washington~70K1.04×
12Arkansas~30K1.04×
13North Carolina~100K1.03×
14Georgia~100K1.02×
15Michigan~90K1.02×
16Tennessee~70K1.02×
17Indiana~70K1.02×
18Kentucky~50K1.02×
19Connecticut~40K1.02×
20Kansas~30K1.02×
21New Hampshire~10K1.02×
22Louisiana~50K1.01×
23Ohio~100K1.00×
24South Carolina~50K1.00×
25Florida~200K0.99×
26Illinois~100K0.99×
27Massachusetts~70K0.99×
28New Mexico~20K0.99×
29Maryland~60K0.98×
30Maine~10K0.98×
31Colorado~50K0.97×
32Rhode Island~10K0.97×
33New Jersey~90K0.96×
34Virginia~80K0.96×
35Pennsylvania~100K0.95×
36Wisconsin~50K0.95×
37Minnesota~50K0.95×
38Iowa~30K0.95×
39Mississippi~30K0.95×
40West Virginia~20K0.95×
41Montana~9K0.95×
42North Dakota~7K0.95×
43Nebraska~20K0.94×
44Vermont~6K0.94×
45Nevada~30K0.93×
46New York~200K0.92×
47Delaware~9K0.91×
48South Dakota~7K0.90×
49Washington, District of Columbia~9K0.82×
50Hawaii~10K0.65×
Fig. 06

Affinity by region

Affinity by region — This Is Us, United States
0.65×1.00×1.51×
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 Us 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 Us audience
#·InterestCategoryAffinity×
01Gilmore GirlsMovies & TV5.56×
02Non-alcoholic beverageFood & Beverages3.70×
03QVCMovies & TV2.82×
04PastryFood & Beverages2.67×
05Britney SpearsMusic & Radio2.50×
06Real propertyHome & Garden2.44×
07CupcakeFood & Beverages2.40×
08TMZInternet & Social Media2.26×
09Subscription business modelShopping2.19×
10Discount storesShopping2.15×
11BakeryFood & Beverages2.05×
12Trader Joe'sShopping2.03×
13IKEAHome & Garden2.01×
14SupermarketShopping1.98×
15Panera BreadFood & Beverages1.93×
16MilkFood & Beverages1.90×
17EtsyFashion & Accessoires1.84×
18TV talkshowsMovies & TV1.84×
19Nonprofit organizationPolitics & Society1.59×
20Target CorporationShopping1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the This Is Us 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 Us audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.94×
Convenience OrientationPREMIUM1.49×
IndulgenceJOY1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by This Is Us audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.75×
Pet OwnershipJOY0.81×
Risk AppetiteTHRILL0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

This Is Us has an estimated audience of 3,386,676 people in United States, concentrated in California and Texas.

02

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

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

03

Which brands do This Is Us fans like most?

This Is Us fans show strongest brand affinity for Trader Joe's (2.03×), TMZ (2.26×), and Non-alcoholic beverage (3.7×) over the country average.

04

Where do This Is Us fans live in United States?

This Is Us fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do This Is Us fans also like?

Beyond This Is Us itself, the audience over-indexes on TMZ (2.26×), Non-alcoholic beverage (3.7×), IKEA (2.01×), and Pastry (2.67×) compared to the United States average.

Appendix

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

More TV series audiences in United States

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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.

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