Rascasse Audience Intelligence

Once upon a time Viewer Demographics in United States

Once upon a time has an estimated audience of 2.4M people in United States.

#203among TV series in United States
#672among movies & series in United States#1817in Movies & TV

The average Once upon a time fan in United States is 35.5 years old, more female, and lives primarily in California.

Its fans are 3.3 years younger than the group average of 38.8.

Women make up 58.6% of the fan base, 2.2 percentage points more than the group average.

Compared with the other 3712 objects in TV series, Once upon a time fans stand out for their interest in Rhye, Street Chopper and Once Upon a Time in America.

Most fans live in California, Texas, Florida.

Top affinities include Rhye, Street Chopper, Once Upon a Time in America, with strongest over-indexing on Rhye (381.19× the country average).

Demographically, the Once upon a time audience skews more female with an average age of 35.5, and over-indexes on personality traits such as Early Adopter Mentality, Spirituality.

The typical Once upon a time fan in United States is more female, around 35.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Rhye.

Category: Movies & TV · Type: Movie / TV Show / Series · Subtype: TV series

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.4M
in United States
Gender
58.6%♀
41.4% male
Age
35.5
average years
Country rank
#12277
among all objects in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Once upon a time viewers

58.6% are female, 41.4% are male, average age 35.5.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Once upon a time audience in United States
MetricValue
Female58.6%
Male41.4%
Average age35.5
Estimated audience size2.4M
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the Once upon a time audience in United States
Age bracketShare%
16-2428%
25-3427%
35-4418%
45-5413%
55+14%
Fig. 04

Worldwide distribution

32.1%

of the worldwide Once upon a time audience comes from United States.

Worldwide audience distribution share by country for Once upon a time
CountryShare
United States32.1%
Italy8.9%
Brazil8.5%
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

Fig. 05

Top regions by affinity

Once upon a time fans by region: top regions in United States
#RegionReachAffinity×
01Utah~30K1.41×
02Oklahoma~40K1.35×
03Idaho~20K1.34×
04Alabama~50K1.31×
05Alaska~6K1.21×
06Arkansas~30K1.20×
07Arizona~60K1.15×
08Missouri~50K1.14×
09Kentucky~40K1.14×
10West Virginia~10K1.12×
11Tennessee~60K1.11×
12Oregon~30K1.10×
13Mississippi~20K1.08×
14Louisiana~40K1.07×
15Kansas~20K1.07×
16Wyoming~4K1.06×
17Indiana~50K1.05×
18Maine~10K1.05×
19Montana~8K1.03×
20Ohio~90K1.02×
21Washington~60K1.02×
22Georgia~80K1.01×
23South Carolina~40K1.01×
24North Carolina~80K0.99×
25Michigan~70K0.99×
26Iowa~20K0.99×
27New Hampshire~9K0.98×
28Texas~200K0.97×
29Florida~100K0.97×
30Rhode Island~7K0.95×
31Pennsylvania~90K0.93×
32Wisconsin~40K0.93×
33Nebraska~10K0.93×
34North Dakota~5K0.93×
35Virginia~60K0.92×
36Colorado~40K0.92×
37New Mexico~10K0.92×
38Nevada~20K0.91×
39South Dakota~6K0.91×
40Minnesota~40K0.90×
41Maryland~40K0.89×
42Connecticut~20K0.88×
43California~200K0.87×
44Vermont~4K0.87×
45Delaware~6K0.84×
46Illinois~80K0.83×
47Massachusetts~40K0.82×
48Hawaii~8K0.81×
49New York~100K0.79×
50New Jersey~50K0.77×
Fig. 06

Affinity by region

Affinity by region — Once upon a time, United States
0.77×1.00×1.41×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Once upon a time audience vs. the country average
#·InterestCategoryAffinity×
01RhyeMusic & Radio381.19×
02Street ChopperTopic273.92×
03Once Upon a Time in AmericaMovies & TV253.00×
04Steve McQueenMovies & TV172.11×
05Bad BrainsMusic & Radio169.19×
06Jack WillsFashion & Accessoires166.26×
07Edison ChenMovies & TV165.78×
08Captain TsubasaLiterature158.78×
09James DeanMovies & TV124.03×
10Black Flag (band)Music & Radio108.15×
11The ClashMusic & Radio72.20×
12roxyFashion & Accessoires67.46×
13BeamsFashion & Accessoires65.28×
14PoppingArts & Culture60.56×
15VespaCars & Mobility48.85×
16West Coast ChoppersFashion & Accessoires46.41×
17Brad PittMovies & TV37.12×
18Men's WearhouseFashion & Accessoires20.13×
19RakutenShopping18.18×
20BoredomHealth12.01×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Once upon a time audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Once upon a time audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER4.18×
SpiritualityBALANCE3.21×
Healthy LifestyleBALANCE2.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Once upon a time audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.81×
CreativityOPEN0.83×
Family OrientationCONSERVATISM0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More TV series audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Once upon a time over the last 12 months. Modelled, not counted; people interested in several movie / tv show / seriess count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/once-upon-a-time-56012” · Methodology