Rascasse Audience Intelligence

Urban fantasy Audience in United States

A data profile of the people who buy, follow and care about Urban fantasy in United States — modelled from more than twelve digital signal sources. Urban fantasy has an estimated audience of 3,890,658 people in United States.

#37among Literary genre in United States#4378among Topic in United States#135in Literature

The average Urban fantasy fan in United States is 36.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Goodreads, Young-adult fiction, Amazon Kindle, with strongest over-indexing on Goodreads (15.32× the country average).

Demographically, the Urban fantasy audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Individualism, Tradition.

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

The typical Urban fantasy fan in United States is more female, around 36.1 years old, with strong Individualism tendencies and a notable affinity for Goodreads.

Category: Literature · Type: Topic · Subtype: Literary genre

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 Urban fantasy profile in United States.

Audience size
3.9M
in United States
Gender
69.7%♀
30.3% male
Age
36.1
average years
Country rank
#8212
Topic in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Urban fantasy fans

69.7% are female, 30.3% are male, average age 36.1.

Fig. 02

Gender split

69.7%
Female
30.3%
Male
Demographic split for Urban fantasy audience in United States
MetricValue
Female69.7%
Male30.3%
Average age36.1
Estimated audience size3,890,658
Fig. 03

Age distribution

Ø 36.1
average years
Age distribution of the Urban fantasy audience in United States
Age bracketShare%
16-1929%
20-2921%
30-3918%
40-4917%
50+16%
Fig. 04

Worldwide distribution

31.1%

of the worldwide Urban fantasy audience comes from United States.

Worldwide audience distribution share by country for Urban fantasy
CountryShare
United States31.1%
Japan13.0%
United Kingdom7.9%
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 Urban fantasy audience in United States is strongest.

Fig. 05

Top regions by affinity

Urban fantasy fans by region: top regions in United States
#RegionReachAffinity×
01Washington~100K1.34×
02Utah~40K1.22×
03Maryland~80K1.18×
04Oregon~50K1.18×
05Virginia~100K1.14×
06Georgia~100K1.07×
07Oklahoma~50K1.07×
08Nevada~40K1.06×
09Missouri~60K1.04×
10Kentucky~50K1.04×
11Maine~10K1.04×
12Alaska~9K1.04×
13North Carolina~100K1.03×
14Indiana~70K1.03×
15Kansas~30K1.03×
16California~400K1.02×
17Idaho~20K1.02×
18North Dakota~8K1.01×
19Vermont~7K1.01×
20Minnesota~60K1.00×
21Hawaii~20K1.00×
22New York~200K0.99×
23Tennessee~80K0.99×
24Arkansas~30K0.99×
25Michigan~100K0.98×
26Mississippi~30K0.98×
27West Virginia~20K0.98×
28Rhode Island~10K0.98×
29Washington, District of Columbia~10K0.98×
30South Dakota~9K0.98×
31New Hampshire~10K0.97×
32Florida~300K0.95×
33Massachusetts~70K0.95×
34Connecticut~40K0.95×
35Iowa~30K0.95×
36New Mexico~20K0.95×
37Nebraska~20K0.95×
38Montana~10K0.95×
39Delaware~10K0.95×
40Illinois~100K0.94×
41Wisconsin~50K0.94×
42Alabama~50K0.94×
43Louisiana~50K0.94×
44Ohio~100K0.93×
45Arizona~70K0.93×
46Colorado~60K0.93×
47South Carolina~50K0.92×
48Texas~300K0.91×
49Pennsylvania~100K0.90×
50New Jersey~90K0.90×
Fig. 06

Affinity by region

Affinity by region — Urban fantasy, United States
0.90×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Urban fantasy audience
#·InterestCategoryAffinity×
01Little Red Riding HoodLiterature22.05×
02GoodreadsLiterature15.32×
03Ligue 1Sports13.33×
04Young-adult fictionLiterature12.45×
05Amazon KindleLiterature10.19×
06The Vampire DiariesMovies & TV9.80×
07Supernatural (U.S. TV series)Movies & TV9.75×
08Book discussion clubLiterature9.43×
09Gossip GirlMovies & TV8.67×
10Henry CavillMovies & TV7.91×
11Twilight (series)Movies & TV7.58×
12BestsellerLiterature5.29×
13Crime fictionLiterature5.03×
14E-book readersTechnology & Electronics5.02×
15Romance novelsLiterature4.47×
16Game of ThronesMovies & TV3.95×
17Fiction booksLiterature2.76×
18SupermanMovies & TV2.74×
19RedditInternet & Social Media2.60×
20Harry PotterMovies & TV2.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Urban fantasy 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 Urban fantasy audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.45×
TraditionCONSERVATISM1.43×
PatriotismCONSERVATISM1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Urban fantasy audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.66×
Luxury OrientationPREMIUM0.69×
Family OrientationCONSERVATISM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Urban fantasy have in United States?

Urban fantasy has an estimated audience of 3,890,658 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Urban fantasy fans?

69.7% of Urban fantasy fans are female, 30.3% are male, with an average age of 36.1 years.

03

Which brands do Urban fantasy fans like most?

Urban fantasy fans show strongest brand affinity for Goodreads (15.32×), Young-adult fiction (12.45×), and Amazon Kindle (10.19×) over the country average.

04

Where do Urban fantasy fans live in United States?

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

05

What other brands do Urban fantasy fans also like?

Beyond Urban fantasy itself, the audience over-indexes on Young-adult fiction (12.45×), Amazon Kindle (10.19×), Superman (2.74×), and Book discussion club (9.43×) compared to the United States average.

Appendix

Explore more audiences

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

More Literary genre audiences in United States

See Urban fantasy audiences in other countries

How to read this data

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