A data profile of the people who buy, follow and care about Plays in South Africa — modelled from more than twelve digital signal sources. Plays has an estimated audience of 1,182,438 people in South Africa.
Plays has an estimated audience of 1,182,438 people in South Africa. 52.7% are female, 47.3% are male, average age 36.8. Top brand affinities: Strategy games, TV game shows, Bologna F.C. 1909, Crime fiction, Single malt whisky.
Top brand affinities include Strategy games, TV game shows, Bologna F.C. 1909, with strongest over-indexing on Strategy games (2.16× the country average).
Demographically, the Plays audience skews balanced with an average age of 36.8, and over-indexes on personality traits such as Indulgence, Sustainability.
The typical Plays fan in South Africa is balanced, around 36.8 years old, with strong Indulgence tendencies and a notable affinity for Strategy games.
The key figures that characterise the Plays profile in South Africa.
52.7% are female, 47.3% are male, average age 36.8.
| Metric | Value |
|---|---|
| Female | 52.7% |
| Male | 47.3% |
| Average age | 36.8 |
| Estimated audience size | 1,182,438 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 25% | |
| 30-39 | 18% | |
| 40-49 | 12% | |
| 50+ | 20% |
of the worldwide Plays audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 17.2% |
| Japan | 8.1% |
| India | 4.3% |
The strongest cross-interests of the Plays audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Will Ferrell | Movies & TV | 2.94× | ||
| 02 | Better Call Saul | Movies & TV | 2.90× | ||
| 03 | Toyota Prius | Cars & Mobility | 2.55× | ||
| 04 | Cannes Film Festival | Movies & TV | 2.28× | ||
| 05 | True Detective | Movies & TV | 2.17× | ||
| 06 | Strategy games | Games | 2.16× | ||
| 07 | Anne Hathaway | Movies & TV | 1.95× | ||
| 08 | Counter-Strike: Global Offensive | Games | 1.95× | ||
| 09 | Bologna F.C. 1909 | Sports | 1.83× | ||
| 10 | Malt whisky | Food & Beverages | 1.70× | ||
| 11 | Dota 2 | Games | 1.67× | ||
| 12 | Bradley Cooper | Movies & TV | 1.67× | ||
| 13 | Tom Hardy | Movies & TV | 1.66× | ||
| 14 | TV game shows | Movies & TV | 1.63× | ||
| 15 | Single malt whisky | Food & Beverages | 1.62× | ||
| 16 | Electronic sports | Sports | 1.56× | ||
| 17 | Comedy club | Movies & TV | 1.53× | ||
| 18 | Film festival | Movies & TV | 1.53× | ||
| 19 | Private equity | Business & Career | 1.51× | ||
| 20 | Crime fiction | Literature | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.36× | |
| Sustainability | BALANCE | 1.24× | |
| Pet Ownership | JOY | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.71× | |
| Social Media Usage | JOY | 0.84× | |
| Creativity | OPEN | 0.86× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Plays. 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.
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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