How Pop Culture Gave The NFL's Audience A Boost

How Pop Culture Gave The NFL's Audience A Boost
Photo by Omid Armin / Unsplash

The NFL may be the biggest game in town when it comes to sports audiences, but there are still plenty of people not regularly tuning into the league's content. Last season converted some of those holdouts, however, thanks to the "Swift Lift" phenomenon that helped the NFL add new viewers from Taylor Swift's massive fan base. More data from recent Tubular Labs research:

  • From December 2023 to January 2024, Swift’s Instagram audience overlap with the NFL grew by 5x.
  • As the football season progressed, NFL social channels featured more and more celebrity girlfriends and wives to appeal to the league's growing female audience – like TikTok beauty influencer Alix Earle was featured with her Miami Dolphins boyfriend, Braxton Berrios, across NFL’s social channels throughout the 2023-2024 season.
  • Tubular’s social video insights found that content about Earle and the NFL reached 150+ million cross-platform views in the past year and she was even invited to present an award at the NFL Honors.