Rascasse Audience Intelligence

Thoroughbred horse racing Audience in United States

A data profile of the people who buy, follow and care about Thoroughbred horse racing in United States — modelled from more than twelve digital signal sources. Thoroughbred horse racing has an estimated audience of 2,700,791 people in United States.

#5400among Topic in United States#993in Sports

The average Thoroughbred horse racing fan in United States is 45.0 years old, balanced, and lives primarily in New Jersey.

The audience is concentrated in New Jersey, Texas, California.

Top brand affinities include Unibet, Mongolia, NASDAQ, with strongest over-indexing on Unibet (22.54× the country average).

Demographically, the Thoroughbred horse racing audience skews balanced with an average age of 45.0, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical Thoroughbred horse racing fan in United States is balanced, around 45.0 years old, with strong Patriotism tendencies and a notable affinity for Unibet.

Category: Sports · 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 Thoroughbred horse racing profile in United States.

Audience size
2.7M
in United States
Gender
52.9%♀
47.1% male
Age
45.0
average years
Country rank
#11200
Topic in United States
Fig. 01

Search interest · 12-month trend

+157%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Thoroughbred horse racing fans

52.9% are female, 47.1% are male, average age 45.0.

Fig. 02

Gender split

52.9%
Female
47.1%
Male
Demographic split for Thoroughbred horse racing audience in United States
MetricValue
Female52.9%
Male47.1%
Average age45.0
Estimated audience size2,700,791
Fig. 03

Age distribution

Ø 45.0
average years
Age distribution of the Thoroughbred horse racing audience in United States
Age bracketShare%
16-199%
20-2915%
30-3917%
40-4924%
50+35%
Fig. 04

Worldwide distribution

39.7%

of the worldwide Thoroughbred horse racing audience comes from United States.

Worldwide audience distribution share by country for Thoroughbred horse racing
CountryShare
United States39.7%
Australia12.4%
United Kingdom11.6%
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 Thoroughbred horse racing audience in United States is strongest.

Fig. 05

Top regions by affinity

Thoroughbred horse racing fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~200K3.33×
02Minnesota~80K2.04×
03Kentucky~60K1.81×
04Arkansas~40K1.70×
05Ohio~100K1.43×
06West Virginia~20K1.20×
07Vermont~5K1.13×
08Alaska~6K1.11×
09Louisiana~40K1.09×
10South Dakota~7K1.09×
11Montana~8K1.08×
12North Dakota~6K1.08×
13Virginia~70K1.03×
14Oklahoma~30K1.03×
15Maine~10K1.01×
16Delaware~8K1.01×
17Rhode Island~9K1.00×
18Kansas~20K0.99×
19New Hampshire~10K0.98×
20Idaho~10K0.97×
21New Mexico~10K0.97×
22Nebraska~10K0.97×
23Hawaii~10K0.95×
24Mississippi~20K0.94×
25Illinois~80K0.93×
26Washington, District of Columbia~8K0.93×
27Indiana~50K0.92×
28Iowa~20K0.91×
29Utah~20K0.87×
30Texas~200K0.86×
31Missouri~40K0.85×
32South Carolina~30K0.85×
33Nevada~20K0.85×
34New York~100K0.84×
35Maryland~40K0.84×
36Alabama~30K0.84×
37Oregon~30K0.84×
38Connecticut~20K0.84×
39Florida~200K0.83×
40Tennessee~50K0.83×
41Pennsylvania~70K0.82×
42Wisconsin~30K0.81×
43Arizona~40K0.79×
44Colorado~30K0.79×
45Massachusetts~40K0.78×
46Michigan~50K0.77×
47Washington~40K0.77×
48North Carolina~60K0.74×
49Georgia~60K0.71×
50California~200K0.63×
Fig. 06

Affinity by region

Affinity by region — Thoroughbred horse racing, 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 Thoroughbred horse racing audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Thoroughbred horse racing audience
#·InterestCategoryAffinity×
01UnibetGames22.54×
02KeenelandSports18.74×
03Onet.plNews11.92×
04AppaloosaPets & Animals11.37×
05Arabian horsePets & Animals8.07×
06Kentucky DerbySports7.81×
07Horse racingSports5.71×
08MongoliaTravel & Leisure5.57×
09NASDAQBusiness & Career3.22×
10Lawn mowerHome & Garden2.79×
11Diaper bagKids & Family2.62×
12Tractor Supply CompanyShopping2.45×
13Hardware storeHome & Garden2.08×
14Veterinary medicineBusiness & Career2.05×
15Planet FitnessSports2.02×
16Solar energyHome & Garden1.88×
17AuctionShopping1.85×
18TicketmasterTravel & Leisure1.79×
19GamblingGames1.69×
20LivestockPets & Animals1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Thoroughbred horse racing 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 Thoroughbred horse racing audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.20×
Convenience OrientationPREMIUM1.44×
Community OrientationOPEN1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Thoroughbred horse racing audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.80×
Design AffinityPREMIUM0.82×
Healthy LifestyleBALANCE0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Thoroughbred horse racing have in United States?

Thoroughbred horse racing has an estimated audience of 2,700,791 people in United States, concentrated in New Jersey and Texas.

02

What is the gender split and age of Thoroughbred horse racing fans?

52.9% of Thoroughbred horse racing fans are female, 47.1% are male, with an average age of 45.0 years.

03

Which brands do Thoroughbred horse racing fans like most?

Thoroughbred horse racing fans show strongest brand affinity for Unibet (22.54×), Mongolia (5.57×), and NASDAQ (3.22×) over the country average.

04

Where do Thoroughbred horse racing fans live in United States?

Thoroughbred horse racing fans in United States are most concentrated in New Jersey (reach ~200K), Texas (reach ~200K), and California (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Thoroughbred horse racing fans also like?

Beyond Thoroughbred horse racing itself, the audience over-indexes on Mongolia (5.57×), NASDAQ (3.22×), Planet Fitness (2.02×), and Arabian horse (8.07×) compared to the United States average.

Appendix

Explore more audiences

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

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See Thoroughbred horse racing audiences in other countries

How to read this data

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