Rascasse Audience Intelligence

NPR Audience in United States

NPR has an estimated audience of 18.1M people in United States.

#1among Radio Station in United States#120in Music & Radio

The average NPR fan in United States is 43.0 years old, more female, and lives primarily in California.

Most fans live in California, New York, Washington.

Top affinities include PBS, United States Senate, Google News, with strongest over-indexing on PBS (4.11× the country average).

Demographically, the NPR audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Community Orientation, Tradition.

The typical NPR fan in United States is more female, around 43.0 years old, with strong Community Orientation tendencies and a notable affinity for PBS.

Category: Music & Radio · Type: Radio Station

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
18.1M
in United States
Gender
58.3%♀
41.7% male
Age
43.0
average years
Country rank
#1886
among all objects in United States
Fig. 01

Search interest · 12-month trend

-24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of NPR fans

58.3% are female, 41.7% are male, average age 43.0.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for NPR audience in United States
MetricValue
Female58.3%
Male41.7%
Average age43.0
Estimated audience size18.1M
Fig. 03

Age distribution

Ø 43.0
average years
Age distribution of the NPR audience in United States
Age bracketShare%
16-2415%
25-3416%
35-4419%
45-5421%
55+29%
Fig. 04

Worldwide distribution

76.1%

of the worldwide NPR audience comes from United States.

Worldwide audience distribution share by country for NPR
CountryShare
United States76.1%
Japan2.9%
Canada2.9%
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

NPR fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~100K2.75×
02Alaska~80K2.09×
03Oregon~500K2.04×
04Montana~100K2.03×
05Maine~100K1.89×
06Washington~700K1.61×
07Colorado~500K1.61×
08Washington, District of Columbia~60K1.60×
09New Hampshire~90K1.33×
10New Mexico~100K1.30×
11Minnesota~400K1.27×
12Idaho~100K1.24×
13Wisconsin~400K1.21×
14Wyoming~40K1.17×
15Massachusetts~400K1.09×
16Maryland~400K1.05×
17Hawaii~80K1.03×
18Rhode Island~60K1.03×
19Virginia~500K1.00×
20Nebraska~100K0.99×
21Iowa~200K0.97×
22Connecticut~200K0.95×
23Utah~200K0.95×
24Michigan~500K0.94×
25Kansas~100K0.93×
26North Carolina~500K0.92×
27Missouri~300K0.91×
28California~2M0.88×
29Pennsylvania~600K0.85×
30Ohio~500K0.85×
31Arizona~300K0.83×
32Illinois~600K0.81×
33South Dakota~40K0.79×
34Indiana~300K0.74×
35New York~800K0.72×
36Kentucky~200K0.70×
37South Carolina~200K0.66×
38Delaware~30K0.63×
39Tennessee~200K0.59×
40Nevada~100K0.58×
41West Virginia~60K0.58×
42Georgia~300K0.57×
43Oklahoma~100K0.57×
44New Jersey~300K0.55×
45Arkansas~90K0.53×
46Florida~600K0.50×
47Texas~600K0.48×
48Alabama~100K0.45×
49Louisiana~100K0.45×
50Mississippi~50K0.31×
Fig. 06

Affinity by region

Affinity by region — NPR, United States
0.31×1.00×2.75×
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 NPR audience vs. the country average
#·InterestCategoryAffinity×
01PBSMovies & TV4.11×
02United States SenatePolitics & Society2.40×
03Google NewsNews2.21×
04ElectionPolitics & Society2.05×
05American folk musicMusic & Radio1.92×
06MSNNews1.84×
07HumanitiesPolitics & Society1.69×
08Dolly PartonMusic & Radio1.68×
09Barnes & NobleLiterature1.64×
10Cancer awarenessHealth1.64×
11EarthTravel & Leisure1.61×
12Social scienceBusiness & Career1.61×
13Musical filmMovies & TV1.60×
14Barack ObamaPolitics & Society1.59×
15EthicsBusiness & Career1.58×
16Midwestern United StatesTravel & Leisure1.53×
17ResearchBusiness & Career1.52×
18Hobby LobbyHome & Garden1.51×
19AnthropologyBusiness & Career1.51×
20Nonprofit organizationPolitics & Society1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the NPR audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the NPR audience vs. the country average · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.46×
TraditionCONSERVATISM1.32×
Convenience OrientationPREMIUM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the NPR audience vs. the country average · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.89×
Luxury OrientationPREMIUM0.94×
Social Media UsageJOY0.97×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in NPR over the last 12 months. Modelled, not counted; people interested in several radio stations count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/npr-89750” · Methodology