Rascasse Audience Intelligence

Univision Audience in United States

A data profile of the people who buy, follow and care about Univision in United States — modelled from more than twelve digital signal sources. Univision has an estimated audience of 13,196,100 people in United States.

#36among TV Channel in United States#182in Movies & TV

The average Univision fan in United States is 36.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Spanish language, Las Vegas, La Liga, with strongest over-indexing on Spanish language (5.56× the country average).

Demographically, the Univision audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Indulgence, Spirituality.

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

The typical Univision fan in United States is more female, around 36.2 years old, with strong Indulgence tendencies and a notable affinity for Spanish language.

Category: Movies & TV · Type: TV Channel

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 Univision profile in United States.

Audience size
13.2M
in United States
Gender
56.6%♀
43.4% male
Age
36.2
average years
Country rank
#2690
TV Channel in United States
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Univision

56.6% are female, 43.4% are male, average age 36.2.

Fig. 02

Gender split

56.6%
Female
43.4%
Male
Demographic split for Univision audience in United States
MetricValue
Female56.6%
Male43.4%
Average age36.2
Estimated audience size13,196,100
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Univision audience in United States
Age bracketShare%
16-1924%
20-2923%
30-3923%
40-4920%
50+11%
Fig. 04

Worldwide distribution

64.8%

of the worldwide Univision audience comes from United States.

Worldwide audience distribution share by country for Univision
CountryShare
United States64.8%
Peru3.5%
Mongolia3.2%
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 Univision audience in United States is strongest.

Fig. 05

Top regions by affinity

Univision fans by region: top regions in United States
#RegionReachAffinity×
01California~4M2.81×
02Nevada~300K2.45×
03Texas~2.5M2.38×
04Florida~2M2.08×
05Illinois~800K1.92×
06Arizona~500K1.86×
07New Mexico~100K1.86×
08New Jersey~600K1.85×
09Utah~200K1.71×
10Colorado~300K1.44×
11Maryland~300K1.43×
12North Carolina~600K1.40×
13Oregon~200K1.34×
14Rhode Island~50K1.29×
15Georgia~500K1.24×
16Idaho~80K1.23×
17New York~900K1.22×
18Washington~300K1.20×
19Virginia~400K1.16×
20Connecticut~200K1.13×
21Washington, District of Columbia~40K1.13×
22Indiana~200K0.99×
23Kansas~100K0.97×
24Tennessee~200K0.90×
25Arkansas~100K0.87×
26Delaware~30K0.86×
27Massachusetts~200K0.84×
28Oklahoma~100K0.84×
29Wisconsin~200K0.82×
30South Carolina~200K0.81×
31Nebraska~50K0.79×
32Minnesota~100K0.76×
33Iowa~70K0.68×
34Wyoming~10K0.59×
35New Hampshire~30K0.58×
36Louisiana~100K0.56×
37South Dakota~20K0.56×
38Alabama~100K0.54×
39Kentucky~90K0.53×
40Pennsylvania~200K0.52×
41Michigan~200K0.46×
42Alaska~10K0.45×
43Missouri~90K0.41×
44Mississippi~40K0.41×
45North Dakota~10K0.41×
46Montana~10K0.40×
47Ohio~100K0.33×
48West Virginia~20K0.33×
49Hawaii~20K0.31×
50Maine~10K0.31×
Fig. 06

Affinity by region

Affinity by region — Univision, United States
0.31×1.00×2.81×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Univision audience
#·InterestCategoryAffinity×
01El PaísNews9.07×
02Atlético MadridSports7.40×
03La LigaSports6.54×
04San Diego PadresSports5.81×
05Liga MXSports5.66×
06Spanish languagePolitics & Society5.56×
07Western UnionBusiness & Career5.29×
08Las VegasTravel & Leisure4.17×
09Milwaukee BrewersSports4.00×
10Web serverTechnology & Electronics3.54×
11WhataburgerFood & Beverages2.81×
12UEFA Champions LeagueSports2.67×
13Real Madrid C.F.Sports2.56×
14The UPS StoreShopping2.30×
15FIFA World CupSports2.25×
16RadioTechnology & Electronics1.97×
17CVS PharmacyShopping1.97×
18WalgreensShopping1.81×
19T-MobileTechnology & Electronics1.80×
20Classical musicMusic & Radio1.78×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Univision 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 Univision audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.52×
SpiritualityBALANCE1.41×
Quality AwarenessPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Univision audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.56×
PatriotismCONSERVATISM0.69×
IndividualismJOY0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Univision have in United States?

Univision has an estimated audience of 13,196,100 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Univision fans?

56.6% of Univision fans are female, 43.4% are male, with an average age of 36.2 years.

03

Which brands do Univision fans like most?

Univision fans show strongest brand affinity for Spanish language (5.56×), Las Vegas (4.17×), and La Liga (6.54×) over the country average.

04

Where do Univision fans live in United States?

Univision fans in United States are most concentrated in California (reach ~4M), Texas (reach ~2.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Univision fans also like?

Beyond Univision itself, the audience over-indexes on Las Vegas (4.17×), La Liga (6.54×), Liga MX (5.66×), and FIFA World Cup (2.25×) compared to the United States average.

Appendix

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

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How to read this data

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