Methods, apparatus, systems and articles of manufacture to impute media consumption behavior are disclosed. An example method includes calculating, by executing an instruction with a processor, first viewing probabilities for tuning panelists in a tuning household. The example method also includes calculating, by executing an instruction with the processor, second viewing probabilities for viewing panelists in a plurality of learning households having a same household size as the tuning household. The example method also includes identifying, by executing an instruction with the processor, a matching one of the plurality of learning households based on a difference between the first viewing probabilities and respective ones of the second viewing probabilities.