Instagram and Spotify share data from Taylor Swift’s appearance on New Heights podcast

The GIST: Earlier this week, Taylor Swift broke the Internet by announcing she would join her boyfriend Travis Kelce’s podcast, New Heights, for the first time to release initial details for her 12th album. Unsurprisingly, early data around Swift’s announcement further demonstrate the power of Swifties crossing over into the sports world. This is our place, we make the rules.

📱 Instagram: Shortly after Taylor Swift teased her appearance on New Heights in an Instagram Reel, the video was the platform’s most-reposted post in the U.S. since it launched the feature last week. As of Wednesday afternoon, the video had over 170M views — the highest of any reel on Swift’s Instagram.

🎶 Spotify: According to the audio platform, Wednesday’s New Heights episode was one of the top-performing podcast episodes of the last year with new listeners streaming at an increase of over 3000%. So far, there’s been a 2500% overall bump in average show streams with a 1100% jump at 8:45 PM this Wednesday, 1:45 into the episode’s release.

• Spotify also shared that the number of women listening to this episode is already 618% higher than the average for the previous five episodes, and that’s even with women typically comprising the majority of the show’s listeners (58%).

The Swiftie Effect: While Swift joked about the men tuning in, she knows the loyalty from her women fans are changing the face of NFL fandom. She has generated nearly $1B in brand value for the NFL since she began attending games, with viewership up 24% among women aged 18 to 24 and NBC’s Sunday Night Football ratings on the rise among teens and women over 35.

• And with the fanbase of Kelce’s Kansas City Chiefs growing an astounding 30% since the pair first went public in 2023, it’s hard to ignore the power of Swiftonomics.

Zooming out: While we often discuss the fierce brand loyalty, awareness, and consideration women’s sports fans demonstrate, Swifties seem to be in a league of their own. Each Eras Tour concertgoer spent an average $1.3K to attend, which is about as much as the average fan drops at the Super Bowl.

• While the NFL economy benefits from this, they don’t have to be the only ones. Teaming up with cult-fave celebrities or influencers means their passionate fanbases will follow, making these kinds of collabs an easy lay-up with outsized impact. Touchdown.