Rascasse Audience Intelligence

Mass media Audience in South Africa

A data profile of the people who buy, follow and care about Mass media in South Africa — modelled from more than twelve digital signal sources. Mass media has an estimated audience of 959,291 people in South Africa.

#53among Lifestyle cluster in South Africa
#584among Topic in South Africa
#130in Business & Career

Mass media has an estimated audience of 959,291 people in South Africa. 51.5% are female, 48.5% are male, average age 36.8.

Demographically, the Mass media audience skews balanced with an average age of 36.8, and over-indexes on personality traits such as Indulgence, Early Adopter Mentality.

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Mass media profile in South Africa.

Audience size
959K
in South Africa
Gender
51.5%♀
48.5% male
Age
36.8
average years
Country rank
#809
Topic in South Africa
Fig. 01

Search interest · 12-month trend

-44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mass media fans

51.5% are female, 48.5% are male, average age 36.8.

Fig. 02

Gender split

51.5%
Female
48.5%
Male
Demographic split for Mass media audience in South Africa
MetricValue
Female51.5%
Male48.5%
Average age36.8
Estimated audience size959,291
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Mass media audience in South Africa
Age bracketShare%
16-1925%
20-2924%
30-3919%
40-4913%
50+20%
Fig. 04

Worldwide distribution

0.7%

of the worldwide Mass media audience comes from South Africa.

Worldwide audience distribution share by country for Mass media
CountryShare
United States20.1%
India4.9%
Brazil4.2%
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mass media 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 Mass media audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.10×
Early Adopter MentalityPOWER1.09×
Pet OwnershipJOY1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mass media audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
Social Media UsageJOY0.86×
Risk AppetiteTHRILL0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

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

More Lifestyle cluster audiences in South Africa

See Mass media audiences in other countries

How to read this data

Audience size is the estimated number of people in South Africa who actively search for Mass media. 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 South Africa. 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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