Rascasse Audience Intelligence

USA Today Audience in United States

A data profile of the people who buy, follow and care about USA Today in United States — modelled from more than twelve digital signal sources. USA Today has an estimated audience of 29,556,246 people in United States.

#1among Newspaper in United States#27among Website / Newspaper / Magazine in United States#6in News

The average USA Today fan in United States is 40.9 years old, balanced, and lives primarily in Florida.

The audience is concentrated in Florida, California, Texas.

Category: News · Type: Website / Newspaper / Magazine · Subtype: Newspaper

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 USA Today profile in United States.

Audience size
29.6M
in United States
Gender
54.3%♀
45.7% male
Age
40.9
average years
Country rank
#951
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of USA Today

54.3% are female, 45.7% are male, average age 40.9.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for USA Today audience in United States
MetricValue
Female54.3%
Male45.7%
Average age40.9
Estimated audience size29,556,246
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the USA Today audience in United States
Age bracketShare%
16-1918%
20-2917%
30-3918%
40-4922%
50+25%
Fig. 04

Worldwide distribution

68.9%

of the worldwide USA Today audience comes from United States.

Worldwide audience distribution share by country for USA Today
CountryShare
United States68.9%
United Kingdom4.4%
Canada4.0%
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 USA Today audience in United States is strongest.

Fig. 05

Top regions by affinity

USA Today fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~800K1.84×
02Michigan~1.5M1.83×
03Ohio~1.5M1.43×
04Minnesota~600K1.40×
05South Dakota~90K1.34×
06Delaware~100K1.33×
07Indiana~700K1.30×
08Iowa~300K1.30×
09Kansas~300K1.22×
10Missouri~600K1.20×
11Maine~100K1.17×
12Vermont~60K1.17×
13Montana~90K1.13×
14North Dakota~70K1.10×
15Pennsylvania~1M1.09×
16North Carolina~1M1.09×
17South Carolina~500K1.09×
18Arizona~600K1.07×
19Nebraska~200K1.07×
20Colorado~500K1.06×
21Tennessee~600K1.05×
22Virginia~800K1.04×
23West Virginia~100K1.04×
24Kentucky~400K1.02×
25New Hampshire~100K1.02×
26Rhode Island~100K1.02×
27Maryland~500K0.97×
28Georgia~900K0.95×
29Connecticut~300K0.91×
30Washington, District of Columbia~80K0.90×
31Alabama~400K0.89×
32Florida~1.5M0.87×
33Hawaii~100K0.86×
34Illinois~800K0.85×
35Idaho~100K0.84×
36Oregon~300K0.83×
37Oklahoma~300K0.82×
38Mississippi~200K0.80×
39New Mexico~100K0.78×
40Alaska~50K0.78×
41Washington~400K0.75×
42Massachusetts~400K0.75×
43Utah~200K0.75×
44Nevada~200K0.70×
45Louisiana~300K0.69×
46New Jersey~500K0.66×
47New York~1M0.62×
48Arkansas~200K0.62×
49Texas~1.5M0.58×
50California~1.5M0.48×
Fig. 06

Affinity by region

Affinity by region — USA Today, United States
0.48×1.00×1.84×
Appendix

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How to read this data

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