This brief examines demographic trends in rural America, a region often overlooked in a nation dominated by urban interests. Yet, 46 million people live in rural areas that encompass 72 percent of the land area of the United States. In all, 746 counties representing 24 percent of all U.S. counties are depopulating, and nearly all of them—91 percent—are rural. Just 9 percent of urban counties are depopulating (Figure 1). Such depopulation is a clear indicator of a lack of demographic vitality in a significant part of rural America. Over one-third (35 percent) of all rural counties (676) are depopulating (Figure 2). Today, only 6.2 million residents remain in these depopulating rural counties, a third fewer than resided there in 1950.Though rural depopulation is widespread, many rural counties are thriving and gaining population. Indeed, 35 percent (673) were at their peak population in 2010 and contained 24.8 million residents in 2016—54.5 percent of the rural total. Such growing rural counties often benefit from proximity to metropolitan areas or are centers of recreational and retirement activity that attract urban tourists, retirees, and businesses. The remaining 31 percent (599) of rural counties, which contain 14.6 million residents or 32 percent of the rural population, have had mixed periods of growth and decline, but their cumulative population losses have been far more modest than in the depopulating counties that have been in decline for many years.