Metro area profile · Montana
Billings, MT metro area market data
How the Billings metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 193,603
- +4.8% since 2020
- Households
- 78,371
- Median household income
- $77,194
- +26.0% vs. 2015–2019, before inflation
- Median home value
- $355,200
- Jobs located here
- 97,581
- Highest market score
- 79
- Nail salons, #10 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Billings metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Billings metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Billings metro area has an estimated 193,603 people and 78,371 households. Population estimates put the population change in the Billings metro area from 2020 to 2025 at +4.8%, faster than the U.S. (+3.1%). Median household income in the Billings metro area is $77,194, 4% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.0%, before inflation.
Relative to the U.S., household spending in the Billings metro area runs highest on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and lowest on clothing, shoes and related services (87).
Of the business types scored in the Billings metro area, nail salons (79), grocery stores (75) and barbershops (71) have the highest Groundwork market scores. For nail salons, that ranks #10 of 387 scored metro areas.
The Billings metro area takes in 3 counties: Yellowstone County, Carbon County and Stillwater County. Against the U.S., map listings per household run highest for urgent care and walk-in clinics (2.8 times the U.S. rate) and lowest for nail salons (38% below the U.S. rate).
All 56 business types in the Billings metro area
Highest Groundwork market score first. Each score compares the Billings metro area with other metro areas for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Nail salons | 79 | #10 of 387 | 29 | 3.7 | $2.7M | 162 | 8 |
| Grocery stores | 75 | #38 of 387 | 38 | 4.8 | $12.4M | 134 | 24 |
| Barbershops | 71 | #41 of 387 | 29 | 3.7 | $2.7M | 143 | 4 |
| Car washes and detailing | 66 | #72 of 387 | 28 | 3.6 | $3.2M | 128 | 19 |
| Grocery and convenience stores | 65 | #95 of 387 | 149 | 19.0 | $3.2M | 93 | 28 |
| Sit-down restaurants | 64 | #86 of 387 | 355 | 45.3 | $861K | 130 | 166 |
| Convenience stores | 64 | #103 of 387 | 73 | 9.3 | $6.5M | 82 | 4 |
| Funeral homes | 63 | #104 of 377 | 11 | 1.4 | $1M | 150 | 11 |
| Tire shops | 63 | #113 of 386 | 31 | 4.0 | $2.9M | 117 | 15 |
| Dry cleaners | 59 | #91 of 272 | 6 | 0.8 | $23.3M | 149 | 7 |
| Oil change and quick lube | 58 | #104 of 290 | 6 | 0.8 | $15.1M | 110 | 11 |
| Pest control | 58 | #118 of 345 | 10 | 1.3 | $10.2M | 100 | 8 |
| Gyms | 56 | #130 of 387 | 63 | 8.0 | $1.3M | 102 | 44 |
| Pizza | 56 | #146 of 387 | 65 | 8.3 | $4.7M | 93 | 154 |
| Salons, barbers and spas | 55 | #145 of 387 | 380 | 48.5 | $206K | 97 | 75 |
| Mortgage brokers and lenders | 55 | #145 of 373 | 33 | 4.2 | Index only | 108 | 16 |
| Fast food and sandwich shops | 55 | #172 of 387 | 118 | 15.1 | $2.6M | 85 | 154 |
| Hair salons | 53 | #150 of 387 | 204 | 26.0 | $384K | 89 | 40 |
| Primary care and pediatrics | 53 | #175 of 387 | 64 | 8.2 | $1.6M | 88 | 104 |
| Laundromats | 51 | #175 of 364 | 13 | 1.7 | $10.7M | 86 | 3 |
| Gyms, studios and classes | 51 | #182 of 387 | 136 | 17.4 | $615K | 93 | 70 |
| Gas stations | 51 | #193 of 387 | 126 | 16.1 | $1.8M | 77 | 68 |
| Physical therapy | 50 | #193 of 386 | 49 | 6.3 | $2M | 85 | 29 |
| Restaurants and cafes | 49 | #197 of 387 | 808 | 103.1 | $378K | 102 | 400 |
| Martial arts and dance studios | 48 | #213 of 387 | 48 | 6.1 | $1.7M | 86 | 26 |
| Bakeries and dessert shops | 48 | #214 of 387 | 68 | 8.7 | $4.5M | 109 | 81 |
| Collision repair and body shops | 46 | #229 of 381 | 31 | 4.0 | $2.9M | 95 | 30 |
| House cleaning | 46 | #229 of 375 | 15 | 1.9 | $6.8M | 106 | 83 |
| Dentists and orthodontists | 44 | #236 of 387 | 99 | 12.6 | $1M | 103 | 105 |
| Real estate agents and brokers | 44 | #247 of 387 | 262 | 33.4 | Index only | 98 | 201 |
| Clothing and shoe stores | 43 | #241 of 387 | 117 | 14.9 | $1.2M | 94 | 65 |
| Child care and preschools | 43 | #250 of 387 | 63 | 8.0 | $805K | 80 | 84 |
| Clothing, shoes and laundry | 43 | #251 of 387 | 165 | 21.1 | $846K | 96 | 75 |
| Auto repair and car care | 43 | #255 of 387 | 382 | 48.7 | $237K | 88 | 189 |
| Real estate | 42 | #260 of 387 | 346 | 44.1 | Index only | 93 | 303 |
| Spas and skin care | 42 | #266 of 387 | 108 | 13.8 | $725K | 83 | 20 |
| Pet grooming and boarding | 41 | #271 of 386 | 42 | 5.4 | $1.8M | 71 | 23 |
| Urgent care and walk-in clinics | 40 | #142 of 197 | 11 | 1.4 | $9.1M | 37 | 6 |
| Yoga, Pilates and fitness studios | 40 | #261 of 347 | 25 | 3.2 | $3.3M | 82 | 44 |
| Auto repair shops | 40 | #275 of 387 | 243 | 31.0 | $372K | 84 | 142 |
| Pet businesses | 40 | #276 of 387 | 114 | 14.5 | $664K | 76 | 69 |
| Electricians | 39 | #279 of 383 | 24 | 3.1 | $9.2M | 76 | 75 |
| Optometrists and eye care | 39 | #288 of 386 | 37 | 4.7 | $2.7M | 87 | 18 |
| Home inspectors | 38 | #178 of 243 | 10 | 1.3 | Index only | 53 | 8 |
| Pet stores | 38 | #281 of 382 | 23 | 2.9 | $3.3M | 73 | 11 |
| Property management | 38 | #290 of 374 | 41 | 5.2 | Index only | 61 | 56 |
| Insurance agencies | 37 | #269 of 387 | 146 | 18.6 | $1.1M | 89 | 114 |
| Veterinarians | 37 | #285 of 384 | 41 | 5.2 | $1.8M | 68 | 35 |
| Doctors, dentists and clinics | 37 | #308 of 387 | 893 | 113.9 | $112K | 74 | 296 |
| Chiropractors | 36 | #305 of 386 | 61 | 7.8 | $1.6M | 69 | 34 |
| Lawn, cleaning and pest control | 33 | #315 of 387 | 83 | 10.6 | $1.2M | 73 | 206 |
| Coffee shops and cafes | 31 | #337 of 387 | 126 | 16.1 | $2.4M | 66 | 78 |
| Landscaping and lawn care | 29 | #335 of 385 | 58 | 7.4 | $1.8M | 60 | 115 |
| Roofing and gutters | 29 | #341 of 381 | 55 | 7.0 | $4M | 47 | 29 |
| HVAC and plumbing | 29 | #355 of 387 | 75 | 9.6 | $2.9M | 62 | 107 |
| Home repair trades | 28 | #364 of 387 | 154 | 19.7 | $1.4M | 59 | 211 |
Household spending in the Billings metro area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $90.5M | $1,154 | 121 |
| Gasoline and other fuels | $230.6M | $2,943 | 113 |
| Food away from home | $305.7M | $3,901 | 96 |
| Groceries | $471.9M | $6,022 | 95 |
| Personal care products and services | $78.3M | $999 | 99 |
| Child care and other personal services | $50.7M | $647 | 111 |
| Memberships, classes and admissions | $83.7M | $1,068 | 109 |
| Medical and dental services | $100.3M | $1,280 | 99 |
| Pets | $75.7M | $966 | 106 |
| Clothing, shoes and related services | $139.6M | $1,782 | 87 |
| Vehicle insurance | $163.4M | $2,085 | 107 |
| Home repairs, maintenance and insurance | $220M | $2,807 | 93 |
| Lawn care, cleaning and other household services | $102M | $1,301 | 92 |
| Rent and homeowner costs | $1.4B | $17,796 | 107 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Billings metro area
- Population, 2025 estimate
- 193,603+4.8% since 2020
- Households
- 78,371
- Median age
- 40.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.1
- Land area
- 6,478 sq. mi.
- People per square mile
- 29
- Median household income
- $77,194+26.0% vs. 2015–2019, before inflation
- Average household income
- $105,451
- Median home value
- $355,200
- Jobs located here
- 97,581
- Daytime population
- 192,076Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Billings metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Billings metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Billings metro area 3
- Yellowstone County, MT168,957 people
- Carbon County, MT11,116 people
- Stillwater County, MT9,182 people
Other markets based in Montana 6
- Missoula, MT metro area125,631 people
- Bozeman, MT metro area124,074 people
- Helena, MT metro area93,906 people
- Great Falls, MT metro area84,606 people
- Kalispell, MT area110,695 people
- Butte-Silver Bow, MT area35,785 people
Questions
How fast is the Billings, MT metro area growing?
Population estimates put the Billings metro area at 193,603 people in 2025, up 4.8% since 2020, faster than the U.S. (+3.1%). It has 78,371 households. Median household income rose 26.0% from the 2015–2019 survey, before inflation.
How much do households in the Billings, MT metro area spend?
Households in the Billings metro area spend about $1.4B a year on rent and homeowner costs, $471.9M on groceries and $305.7M on food away from home. Set against the U.S., households in the Billings metro area spend the most on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and the least on clothing, shoes and related services (87).
Which business types have the highest market scores in the Billings, MT metro area?
The highest Groundwork market scores in the Billings metro area are for nail salons (79), grocery stores (75) and barbershops (71). The Billings metro area ranks #10 of 387 scored metro areas for nail salons.
How does the Billings, MT metro area compare with the U.S.?
The median household income in the Billings metro area is $77,194 a year, 4% below the U.S. median of $80,734. The population rose 4.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $355,200, against $332,700 for the U.S. For its number of households, the Billings metro area has the most map listings, relative to the U.S., for urgent care and walk-in clinics (2.8 times the U.S. rate) and the fewest for nail salons (38% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. All 56 business types have a score in the Billings metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Billings metro area. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
All markets in Montana · Every U.S. market · How we measure
Screening a site or an acquisition in the Billings metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Billings metro area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.