A data profile of the people who buy, follow and care about Soul music in South Africa — modelled from more than twelve digital signal sources. Soul music has an estimated audience of 2,330,994 people in South Africa.
Soul music has an estimated audience of 2,330,994 people in South Africa. 52.4% are female, 47.6% are male, average age 35.2. Top brand affinities: Christian country music, southern gospel music, Ella Mai, Ethiopia national football team, Eritrea.
Top brand affinities include Christian country music, southern gospel music, Ella Mai, with strongest over-indexing on Christian country music (1.84× the country average).
Demographically, the Soul music audience skews balanced with an average age of 35.2, and over-indexes on personality traits such as Spirituality, Travelling.
The typical Soul music fan in South Africa is balanced, around 35.2 years old, with strong Spirituality tendencies and a notable affinity for Christian country music.
The key figures that characterise the Soul music profile in South Africa.
52.4% are female, 47.6% are male, average age 35.2.
| Metric | Value |
|---|---|
| Female | 52.4% |
| Male | 47.6% |
| Average age | 35.2 |
| Estimated audience size | 2,330,994 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 27% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 17% |
of the worldwide Soul music audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 24.5% |
| Brazil | 6.3% |
| United Kingdom | 4.6% |
The strongest cross-interests of the Soul music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ella Mai | Music & Radio | 2.05× | ||
| 02 | Amhara Region | Travel & Leisure | 1.87× | ||
| 03 | southern gospel music | Music & Radio | 1.86× | ||
| 04 | Christian country music | Music & Radio | 1.84× | ||
| 05 | Tigray Region | Travel & Leisure | 1.82× | ||
| 06 | Ethiopia national football team | Sports | 1.80× | ||
| 07 | Ethiopian birr | Politics & Society | 1.75× | ||
| 08 | Ethiopian cuisine | Food & Beverages | 1.74× | ||
| 09 | Oromo language | Politics & Society | 1.72× | ||
| 10 | Somali Region | Travel & Leisure | 1.71× | ||
| 11 | Egyptian language | Politics & Society | 1.70× | ||
| 12 | Eritrea | Travel & Leisure | 1.67× | ||
| 13 | Tigrinya language | Politics & Society | 1.67× | ||
| 14 | Oromia Region | Travel & Leisure | 1.67× | ||
| 15 | Addis Ababa | Travel & Leisure | 1.64× | ||
| 16 | San Marino | Travel & Leisure | 1.62× | ||
| 17 | Arranged marriage | Kids & Family | 1.60× | ||
| 18 | Haile Selassie | Politics & Society | 1.56× | ||
| 19 | Musiq Soulchild | Music & Radio | 1.54× | ||
| 20 | Somaliland | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.76× | |
| Travelling | THRILL | 0.64× | |
| Patriotism | CONSERVATISM | 0.57× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.44× | |
| Social Media Usage | JOY | 0.55× | |
| Patriotism | CONSERVATISM | 0.57× |
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 Soul music. 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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