Rascasse Audience Intelligence

HBO MAX Audience Demographics in United States

HBO MAX has an estimated audience of 42.7M people in United States.

#4among TV / music streaming in United States#10among TV channels in United States#42in Movies & TV

The average HBO MAX fan in United States is 39.1 years old, balanced, and lives primarily in California.

By number of fans, HBO MAX ranks #4 among the 75 objects in TV / music streaming in United States — 59.6× the group median.

Its fans are 2.2 years older than the group average of 36.9.

Women make up 53.5% of the fan base, 3.5 percentage points more than the group average.

Compared with the other 74 objects in TV / music streaming, HBO MAX fans stand out for their interest in Eurosport, Zwift and Lamborghini Urus.

Most fans live in California, New York, Texas.

Top affinities include Eurosport, DAZN, Zwift, with strongest over-indexing on Eurosport (50.6× the country average).

Demographically, the HBO MAX audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Extroversion, Early Adopter Mentality.

The typical HBO MAX fan in United States is balanced, around 39.1 years old, with strong Extroversion tendencies and a notable affinity for Eurosport.

Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
42.7M
in United States
Gender
53.5%♀
46.5% male
Age
39.1
average years
Country rank
#517
among all objects in United States
Fig. 01

Search interest · 12-month trend

+42%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of HBO MAX

53.5% are female, 46.5% are male, average age 39.1.

Fig. 02

Gender split

53.5%
Female
46.5%
Male
Demographic split for HBO MAX audience in United States
MetricValue
Female53.5%
Male46.5%
Average age39.1
Estimated audience size42.7M
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the HBO MAX audience in United States
Age bracketShare%
16-2422%
25-3420%
35-4420%
45-5419%
55+19%
Fig. 04

Worldwide distribution

37.6%

of the worldwide HBO MAX audience comes from United States.

Worldwide audience distribution share by country for HBO MAX
CountryShare
United States37.6%
Brazil11.1%
Mexico5.6%
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

HBO MAX fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~100K1.37×
02Oregon~700K1.21×
03Maine~200K1.20×
04Massachusetts~1M1.19×
05Rhode Island~200K1.16×
06New York~3M1.10×
07Colorado~800K1.10×
08Washington, District of Columbia~100K1.10×
09Connecticut~500K1.07×
10Utah~400K1.06×
11Alaska~100K1.06×
12Arkansas~400K1.05×
13Montana~100K1.05×
14Washington~1M1.04×
15Kentucky~600K1.04×
16New Hampshire~200K1.04×
17New Mexico~300K1.03×
18West Virginia~200K1.03×
19California~5M1.02×
20Oklahoma~500K1.02×
21Missouri~800K1.00×
22Kansas~400K1.00×
23North Dakota~100K1.00×
24Pennsylvania~1.5M0.99×
25Michigan~1.5M0.99×
26Tennessee~900K0.99×
27New Jersey~1M0.98×
28Wisconsin~700K0.98×
29Illinois~1.5M0.97×
30Virginia~1M0.97×
31North Carolina~1.5M0.96×
32Arizona~900K0.96×
33Indiana~800K0.96×
34Minnesota~700K0.95×
35Louisiana~600K0.95×
36Idaho~200K0.95×
37Delaware~100K0.95×
38Maryland~700K0.94×
39Hawaii~200K0.93×
40Texas~2.5M0.92×
41Ohio~1.5M0.92×
42Iowa~400K0.91×
43Nebraska~200K0.91×
44Nevada~400K0.90×
45Georgia~1.5M0.89×
46Alabama~600K0.88×
47Mississippi~300K0.87×
48South Dakota~100K0.87×
49South Carolina~600K0.85×
50Florida~2.5M0.82×
Fig. 06

Affinity by region

Affinity by region — HBO MAX, United States
0.82×1.00×1.37×
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 HBO MAX audience vs. the country average
#·InterestCategoryAffinity×
01EurosportSports50.60×
02DAZNMovies & TV13.48×
03ZwiftSports11.18×
04Lamborghini UrusCars & Mobility6.57×
05Game of ThronesMovies & TV3.60×
06House of the DragonMovies & TV3.34×
07O'Reilly Auto PartsCars & Mobility2.34×
08A Knight of the Seven KingdomsMovies & TV2.17×
09Advance Auto PartsCars & Mobility2.12×
10AutoZoneCars & Mobility2.04×
11Harry PotterMovies & TV1.98×
12Stranger ThingsMovies & TV1.83×
13GameStopGames1.81×
14BarbieMovies & TV1.78×
15Instant messagingInternet & Social Media1.73×
16Projection screenTechnology & Electronics1.73×
17PeacemakerMovies & TV1.61×
18FIFA World Cup 2026Sports1.60×
19HBOMovies & TV1.57×
20BeetlejuiceMovies & TV1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the HBO MAX audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the HBO MAX audience vs. the country average · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.21×
Early Adopter MentalityPOWER1.19×
IndulgenceJOY1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the HBO MAX audience vs. the country average · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.89×
Family OrientationCONSERVATISM0.89×
Quality AwarenessPREMIUM0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

More TV / music streaming 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 HBO MAX over the last 12 months. Modelled, not counted; people interested in several tv channels 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/hbo-max-10009723” · Methodology