Rascasse Audience Intelligence

Loki Viewer Demographics in United Kingdom

Loki has an estimated audience of 518,818 people in United Kingdom.

#20among Action in United Kingdom
#609among Movie / TV Show / Series in United Kingdom
#1678in Movies & TV

The average Loki fan in United Kingdom is 38.6 years old, balanced, and lives primarily in South East.

By number of fans, Loki ranks #20 among the 176 objects in Action in United Kingdom — 2.0× the group median.

Its fans are 3.1 years younger than the group average of 41.7.

Women make up 50.2% of the fan base, 7.2 percentage points more than the group average.

Compared with the other 175 objects in Action, Loki fans stand out for their interest in Mads Mikkelsen, Steve Carell and Robert Pattinson.

Interest is seasonal: July, October and November account for 42% of the year's searches, April is the quietest month.

Most fans live in South East, West Midlands, Yorkshire and the Humber.

Top affinities include Mads Mikkelsen, Steve Carell, Robert Pattinson, with strongest over-indexing on Mads Mikkelsen (9.22× the country average).

Demographically, the Loki audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as Mindfulness, Pet Ownership.

The typical Loki fan in United Kingdom is balanced, around 38.6 years old, with strong Mindfulness tendencies and a notable affinity for Mads Mikkelsen.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
519K
in United Kingdom
Gender
50.2%♀
49.8% male
Age
38.6
average years
Country rank
#11801
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Loki viewers

50.2% are female, 49.8% are male, average age 38.6.

Fig. 02

Gender split

50.2%
Female
49.8%
Male
Demographic split for Loki audience in United Kingdom
MetricValue
Female50.2%
Male49.8%
Average age38.6
Estimated audience size518,818
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Loki audience in United Kingdom
Age bracketShare%
16-2421%
25-3423%
35-4421%
45-5418%
55+18%
Fig. 04

Worldwide distribution

6.4%

of the worldwide Loki audience comes from United Kingdom.

Worldwide audience distribution share by country for Loki
CountryShare
United States26.8%
Brazil8.7%
India8.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Loki fans by region: top regions in United Kingdom
#RegionReachAffinity×
01West Midlands~70K1.54×
02Yorkshire and the Humber~50K1.28×
03North East~20K1.14×
04Wales~20K1.04×
05South East~70K1.02×
06Scotland~40K1.00×
07Northern Ireland~10K0.96×
08South West~40K0.87×
09East of England~40K0.84×
10East Midlands~30K0.84×
11North West~30K0.52×
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 Loki audience vs. the country average
#·InterestCategoryAffinity×
01Mads MikkelsenMovies & TV9.22×
02Steve CarellMovies & TV8.09×
03Robert PattinsonMovies & TV7.03×
04ZootopiaMovies & TV5.93×
05Guardians of the Galaxy (film)Movies & TV4.82×
06Robert RedfordMovies & TV4.38×
07Chris PrattMovies & TV4.09×
08Henry CavillMovies & TV3.95×
09BarclaycardBusiness & Career3.62×
10Ryan ReynoldsMovies & TV3.60×
11SupermanMovies & TV3.15×
12BatmanMovies & TV3.03×
13Walt Disney WorldTravel & Leisure2.02×
14Stranger ThingsMovies & TV1.86×
15Mobile gameGames1.78×
16ComicsLiterature1.73×
17Harry PotterMovies & TV1.67×
18LegoKids & Family1.67×
19Fiction booksLiterature1.63×
20Science fiction moviesMovies & TV1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Loki audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Loki audience vs. the country average · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.42×
Pet OwnershipJOY1.28×
Early Adopter MentalityPOWER1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Loki audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.78×
Healthy LifestyleBALANCE0.82×
SustainabilityBALANCE0.83×
0×1.00× baseline2×
Appendix

Explore more audiences

More Action audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Loki 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/gb/loki-10003194” · Methodology