2
Sources: Billboard; CNBC; Forbes; Guinness World Records; Medium; Spotify; Statista; Tweet Binder; Variety; YouTube
How popular is Taylor Swift?
• Taylor Swift’s popularity on Google searches has
soared in the past year, reaching an all-time high
in October 2023.
• When it comes to online news articles, Swift was
by far the most popular touring artist of the
past year based on mentions.
• One in four U.S. adults consider themselves a Taylor
Swift fan; the pop superstar is most popular
among Gen Z and millennials.
What is Taylor Swift’s role in the music industry?
• With 12 Grammys, 23 MTV Music Awards, and
39 Billboard Music Awards, Taylor Swift is among
the most celebrated artists in history.
• Swift has sold 137.5 million digital singles in the
U.S., the second-most of all female soloists.
• The singer-songwriter is Spotify’s most streamed
artist of 2023.
What is Taylor Swift’s economic impact?
• Taylor Swift has an estimated net worth of
1.1 billion U.S. dollars, most of which comes from
her music releases.
• The Eras Tour will likely generate an estimated 4.5
billion U.S. dollars in revenue worldwide.
• “Taylor Swift: The Eras Tour” has become the
biggest concert film of all time, with around 123
million U.S. dollars generated on the opening
weekend.
3
Key questions answered in this report
You don’t know about me, but I’ll bet you want to
2019 2020 2021 2022 2023
Sources:
Notes: Data is as of October 31, 2023; 0 is the least popular and 100 is the most popular
Statista; Cosmopolitan; The Wrap; GMA; People; Variety
4
Google Trends index based on worldwide searches on Google for “Taylor Swift” since the release of “Lover” in August 2019
August slipped away into a moment in time ...
1
How popular
is Taylor Swift?
“Evermore”
is released
“Midnights” is
released; Swift
makes an
appearance in the
film “Amsterdam”
“Taylor Swift: The Eras Tour”
movie and “1989 (Taylor's
Version)” are released
“Speak Now
(Taylor’s
Version)” is
released
2019_08
2019_09
2019_10
2019_11
2019_12
2020_01
2020_02
2020_03
2020_04
2020_05
2020_06
2020_07
2020_08
2020_09
2020_10
2020_11
2020_12
2021_01
2021_02
2021_03
2021_04
2021_05
2021_06
2021_07
2021_08
2021_09
2021_10
2021_11
2021_12
2022_01
2022_02
2022_03
2022_04
2022_05
2022_06
2022_07
2022_08
2022_09
2022_10
2022_11
2022_12
2023_01
2023_02
2023_03
2023_04
2023_05
2023_06
2023_07
2023_08
2023_09
2023_10
100
80
60
40
20
0
“Folklore” is
released
“Lover” is
released; Swift
announces the
re-recordings of
her first six
studio albums
“Red (Taylor’s
Version)” is
released
“Fearless (Taylor’s
Version)” is released
Swift attends Travis Kelce's football
game; a Google game challenges fans
to unlock the names of the vault
tracks on “1989 (Taylor’s Version)”
U.S. leg of the Eras Tour is
announced; Ticketmaster crashes as
fans try to buy tickets
The Eras Tour
begins
Sources:
Notes:
* The Gdelt index is based on the total number of articles worldwide mentioning the celebrity among online newspapers. Gdelt data is from October 1, 2022, to October 31, 2023.
** The Google Trends index is based on the total worldwide searches on Google of the celebrity. The Google Trend data is an average score from October 1, 2022, to October 1, 2023.
Statista; Harper's Bazaar; Billboard; Variety
5
Taylor Swift’s media popularity far exceeded that of other artists touring in the past year
Talk your talk and go viral
0
20
40
60
80
100
120
2022_10
2022_11
2022_12
2023_01
2023_02
2023_03
2023_04
2023_05
2023_06
2023_07
2023_08
2023_09
2023_10
Gdelt index for different celebrities*
Taylor Swift Beyonce Ed Sheeran Coldplay Harry Styles Elton John
1
How popular
is Taylor Swift?
The press has not been able to get enough of Taylor Swift in 2023, with articles
written about her professional and personal life. The pop powerhouse has found
herself in the spotlight all year, from album announcements, tour dates, and
movie releases to her blossoming relationship with American football star Travis
Kelce.
Swift was not the only big name from the music industry on tour this year.
Beyoncé, Ed Sheeran, Coldplay, Harry Styles, The Weeknd, and Elton John all had
major tours of their own.
In February 2023, both Beyoncé and Harry Styles made headlines at the 65
th
Grammy Awards: Harry Styles won six Grammys, including Album of the Year,
while Beyoncé took home four Grammys, bringing her total to 32 wins. Despite
this, there was still no comparison between Taylor Swift and other artists when it
came to Google searches. On a scale of 0 to 100 (least to most popular
searches), Taylor Swift scored an average of 100 over the past year, while
Beyoncé, the second-most searched singer on the list, only scored 26.
Google Trends
index yearly average**
Taylor Swift 100
Beyoncé 26
Coldplay 23
Elton John 10
Harry Styles 7
The Weeknd 6
Ed Sheeran 5
Top 3 albums
among UK
Swifties:
1. “1989”
2. “Red”
3. “Fearless”
25% of Hispanic U.S.
survey respondents, 24%
of White, and 18% of
Black respondents were
Taylor Swift fans
77% of American adults stated
they were very or somewhat
familiar with Taylor Swift
Sources:
Notes:
United States; October 12 to 16, 2023; 18 years and older; 1,675 respondents
in total; figures refer to respondents who stated they were fans of Taylor Swift
YouGov; Yahoo; ID: 1416130; ID: 1424475; ID: 1424476
6
On average, one in every four U.S. adults consider themselves a Taylor Swift fan
Long live all the magic they made
Taylor Swift's song “Long Live” is dedicated to the fans who have accompanied her
on the journey to stardom. Given the longevity of Swift's career, it is no surprise
that her fans, known as “Swifties,” are a diverse mix of ages and ethnicities.
According to a survey conducted in the United States in October 2023, millennials
appreciated her the most; 33 percent of respondents aged 30 to 44 years old stated
that they were Taylor Swift fans. More than one in 10 respondents aged 65 years or
older claimed the same. Additionally, the singer-songwriter’s fanbase is split evenly
along gender lines.
31%
33%
17%
13%
18 to 29 30 to 44 45 to 64 65 and older
Share of respondents
Share of U.S. respondents who consider themselves
Taylor Swift fans in 2023, by age (in years)
Share of U.S. respondents who consider
themselves Taylor Swift fans in 2023, by gender
26%
21%
Women Men
Share of respondents
1
How popular
is Taylor Swift?
U.S. states with
the most Swifties:
1. Florida
2. Ohio
3. Virginia
Top 3 albums
among U.S.
Swifties:
1. “Lover”
2. “1989”
3. “Red”
Sources:
Notes:
Ranking based on yearly
Google searches per capita
Yahoo; Betway
Sources:
Notes:
United States; September 27 to October 2,
2023; 18 years and older; 1,000 respondents
YouGov; ID: 1422434
Sources:
Notes:
February 14 to 21, 2023; 371 Taylor Swift fans in the
UK; 688 fans in the U.S.; for the “Red” and “Fearless”
albums “(Taylor’s Versions)” are included
YouGov; ID: 1376762
Grammy Awards MTV Video Music Awards American Music Awards Billboard Music Awards
No. 12 No. 23 No. 40 No. 39
Rank #13 (female artist) Rank #2 (any artist) Rank #1 (any artist) Rank #1 (shared; any artist)
Taylor Swift’s favorite number is 13, which
is where she ranks in the list of female
artists with the most Grammys. Beyoncé
holds the all-time record for the most
Grammy wins, with 32 awards.
Swift is only second to Beyoncé as the artist
with the most VMAs. However, Swift still
has the most wins (four) in the Video of the
Year category, taking home the award in
2022 and 2023.
Swift has won a total of 40 AMAs, 14 more
than the next name on the list, Michael
Jackson. She has picked up the Artist of the
Year award seven times.
Swift has 39 Billboard Music Awards, tied
with Drake on the top spot. Swift claimed
10 prizes at the 2023 awards night,
including top artist and top female artist.
7
A glimpse into Taylor Swift’s collection of awards
Best believe she’s still bejeweled
Notes: Grammy wins include Beyoncé’s group and duo awards
Sources: Recording Academy (grammy.com) Sources: Gold Derby Sources: Billboard; Reuters Sources: Billboard
2
What is Taylor's
role in the music
industry?
3,350.55
3,277.42
1,576.77
1,507.22
1,432.69
898.38
804.26
749.28
713.63
701.86
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
Taylor Swift - Shake It Off
Taylor Swift - Blank Space
Taylor Swift - Bad Blood ft. Kendrick Lamar
Taylor Swift - You Belong With Me
Taylor Swift - Look What You Made Me Do
Taylor Swift - Wildest Dreams
Taylor Swift - Style
Taylor Swift - We Are Never Ever Getting Back Together
ZAYN, Taylor Swift - I Don`t Wanna Live Forever (Fifty
Shades Darker)
Taylor Swift - Love Story
Number of YouTube views in millions
Over the years, Taylor Swift has achieved great results and
broken records on several platforms, including YouTube.
In 2017, her music video for the single “Look What You Made
Me Do” became the most watched in a 24-hour period. In
2019, the music video for “ME!” became the most streamed
video by a female and solo artist in 24 hours. This record was
only broken two years later by BLACKPINK singer Lisa.
Swift had five music videos with more than one billion views
on YouTube as of October 2023. A classic metric of a video’s
overall popularity, fewer than 500 videos have reached that
landmark number of views. “Shake It Off,” Swift’s most viewed
video on the platform, had nearly 3.4 billion views, followed
by “Blank Space,” with 3.3 billion views. They ranked 32
nd
and
33
rd
, respectively, among YouTube’s most viewed videos.
2
What is Taylor's
role in the music
industry?
Sources:
Notes: Worldwide; based on Taylor Swift’s official YouTube channel; as of October 17, 2023
YouTube; Statista; ID: 1422518
Most viewed Taylor Swift videos on YouTube as of October 2023
’Cause the players gonna play, play, play, play, play
Sources: Entertainment Tonight; NME; iHeart; Variety; YouTube
8
She comes back stronger than a '90s trend
Taylor Swift’s record sales stand up to those of the greatest female artists past and present
With the release of “1989 (Taylor’s Version)” in October
2023, Taylor Swift claimed the No. 1 spot on the U.S.
Billboard 200 album chart for the 13
th
time. In its
debut week, the re-recording sold around 1.65 million
equivalent album units. Swift is among the leading
female artists in U.S. history. She is the only female
soloist to feature in the top six of sales of both albums
and digital singles. With 51 million albums sold as of
October 2023, Swift finds herself in the company of
superstars from the ‘80s and ‘90s.
Her devoted fans are known for dutifully purchasing
multiple physical copies of her albums and made
“Midnights” the bestselling vinyl in the U.S. and Canada
for 2022. “1989 (Taylor’s Version)” quickly became the
fastest selling vinyl record since tracking began in
1991, selling 580,000 copies in six days.
9
Notes: (1) United States; October 2023; one digital or physical album sale, 10 permanent track downloads and 1,500 streams count as one album; “1989 (Taylor’s Version)” release not included.
(2) United States; October 2023; one permanent download or 150 streams count as one digital single
Sources:
(1) RIAA; ID: 1421818; (2) RIAA; ID: 1421750
2
What is Taylor's
role in the music
industry?
51.0
53.0
61.0
65.5
68.5
74.0
0 20 40 60 80
Taylor Swift
Celine Dion
Whitney Houston
Madonna
Barbra Streisand
Mariah Carey
Album sales in the U.S. as of October 2023 Digital single sales in the U.S. as of October 2023
73.5
82.5
112.0
114.5
137.5
166.5
0 50 100 150 200
Ariana Grande
Lady Gaga
Katy Perry
Beyoncé
Taylor Swift
Rihanna
Million units of album equivalents
Million units of single equivalents
Sources: Billboard; CNBC; Luminate Data (Nielsen Music);
ID: 429041; ID: 189357; Spotify; Yahoo
In 2014, Taylor Swift pulled the entirety of her music catalog from Spotify. At the
time, Spotify paid artists between 0.006 U.S. dollars and 0.0084 U.S. dollars per
stream. Those profiting the most from Spotify’s business model were the
rights holders – in most cases, the record label, publisher, and distributor – who
received around 70 percent of Spotify’s revenue.
In April 2017, Spotify changed its policy. Two months later, Swift announced she
would come back to Spotify as a thank you to her fans for her album “1989”
reaching 10 million sales worldwide. It is unknown if her decision was affected by
Spotify’s new regulations. Nevertheless, with five new studio albums and four re-
recorded albums released since, she quickly consolidated herself as one of the
biggest artists on the platform. In November 2023, it was revealed she was the
most streamed artist of the year.
Spotify was not the only streaming service to be slammed by Swift. In June 2015,
she wrote an open letter on Tumblr about Apple Music's decision not to pay artists
during the three-month trial period available for first-time subscribers. Apple swiftly
reversed its decision and confirmed it would pay royalties to everyone. A week after
the policy change, Swift uploaded “1989” to the streaming platform.
Despite only releasing her full catalog on Spotify in 2017, due to her dispute over artists’ very low royalties from streams, Taylor Swift’s popularity on the platform has
only increased in recent years
Never going out of style
Notes: Based on worldwide Spotify streams according to Spotify Wrapped data
Sources: Spotify
2
What is Taylor's
role in the music
industry?
Sources: Apple; Vanity Fair; Time; Vox
2019 2020 2021 2023
Most Streamed
Artists
1. Post Malone
2. Billie Eilish
3. Ariana Grande
4. Ed Sheeran
5. Bad Bunny
Most Streamed
Female Artists
1. Billie Eilish
2. Ariana Grande
3. Taylor Swift
4. Camila Cabello
5. Halsey
Most Streamed
Artists
1. Bad Bunny
2. Drake
3. J Balvin
4. Juice WRLD
5. The Weeknd
Most Streamed
Female Artists
1. Billie Eilish
2. Taylor Swift
3. Ariana Grande
4. Dua Lipa
5. Halsey
Most Streamed
Artists
1. Bad Bunny
2. Taylor Swift
3. BTS
4. Drake
5. Justin Bieber
Most Streamed
Artists
1. Bad Bunny
2. Taylor Swift
3. Drake
4. The Weeknd
5. BTS
Most Streamed
Artists
1. Taylor Swift
2. Bad Bunny
3. The Weeknd
4. Drake
5. Peso Pluma
2022
10
You belong with me!
Taylor Swift’s fight to own her music is causing ripples across the music industry and shedding light to aspects not frequently discussed
At the age of 15, Taylor Swift signed her first record
deal at Big Machine Records (BMR) in 2005. She
released six albums with the label, but her contract
denied her the ownership of her master tapes.
However, as a songwriter on the albums, Swift retained
the publishing rights to the original recordings. When
the contract expired in 2018, Swift moved to Republic
Records and Universal Music.
A year later, Ithaca Holdings, led by Scooter Braun,
acquired Big Machine Records; the deal included the
masters of Swift’s first six albums.
According to Swift, rights to the masters were sold
despite her wishes to acquire the tapes herself. In
response, she announced in August 2019 that she
would re-record all six albums not in her possession
and become the owner of the master tapes to the re-
recordings. “Fearless (Taylor’s Version)” marked the
first album to be re-released by Swift on April 9, 2021.
Record sales and streams of “Taylor’s Versions”
skyrocketed after every release, making the old
recordings much less sought after. For example, in the
first half of 2023, “Red (Taylor’s Version)” was
streamed 510 million times, three times more than the
original recording.
As of October 2023, four of the original six albums had
been re-recorded, with the remaining two expected to
follow suit in 2024. These releases have added to the
excitement surrounding the Eras Tour.
Other artists have taken note of Taylor Swift’s fight for
her musical legacy. According to the Guardian, Olivia
Rodrigo retained control of her master tapes, inspired
by Swift. The music industry has not failed to
recognize the importance of Swift’s battle. Record
labels are trying to prevent artists from making future
re-recordings by extending the periods prohibiting
newly signed artists from following in Swift’s footsteps.
11
Sources: Luminate Data (Nielsen Music); Music Business Worldwide; ID: 1422794
401.24
345.86
257
167.65
961.62
509.24
254.74
149.84
0 200 400 600 800 1,000
2022
H1 2023
Red Red (Taylor's Version)
Fearless Fearless (Taylor's Version)
Audio streams of Taylor’s Versions and originals
2
What is Taylor's
role in the music
industry?
Million on-demand audio streams
Sources: Billboard; CBS News; Guardian; NME; Tumblr (Taylor Swift's account); Universal Music Group; Variety
1.1bn USD
Net Worth
Taylor Swift’s fame has reached new heights over the past year, leading to a gold
rush. In October 2023, the singer-songwriter became a billionaire. However, unlike
other musicians in the billionaire club, such as Jay-Z and Rihanna, most of Swift’s
earnings originate from her music, without any other major sources like clothing or
beauty lines adding to her income.
Swift’s Eras Tour is forecast to gross over 4.5 billion U.S. dollars, thanks to dedicated
fans who have sold out almost every show. The dedication of fans, however, does
not end at ticket sales; the merchandise that Swift produces is also very sought
after. Before her show in Los Angeles, fans queued for over 12 hours to ensure
they were able to purchase the items they wanted, some of which were only on sale
at the official merchandise truck. Overall, ticket sales and merchandise are
estimated to contribute 370 million U.S. dollars to the singer’s net worth.
12
Breakdown of Taylor Swift’s net worth, by segment
One for the money, two for the show
Notes: Earnings from music sales, streaming and concerts are net of estimated taxes and management commissions; concert earnings are net
of touring and production costs
Sources: Bloomberg; ID: 1422421; Statista; ABC7; Forbes
Estimated value
of music released
since 2019
400m
Ticket sales and
merchandise
370m
Spotify and
YouTube
120m
Value of five
personal properties
110m
Royalties from
music sales
80m
3
What is Taylor's
economic
impact?
Sources: ABC7; Forbes
With an extensive schedule of 151 concert dates
across five continents, Taylor Swift’s Eras Tour kicked
off in March 2023 and is set to end in December 2024.
In her remarkable three-hour performance, Swift takes
her audience on an enchanting journey through her
various musical eras over the last 17 years.
Statista estimates that, by the end of the tour, the
global audience will exceed nine million spectators,
resulting in ticket revenues of roughly 4.5 billion U.S.
dollars.
With stadiums around the globe completely sold out,
Swift’s concert run is expected to be the highest
grossing tour in history, with revenue and attendance
figures surpassing those from Elton John’s iconic
Farewell Yellow Brick Road.
The Eras Tour, on its own, is also likely to generate
nearly four times the total earnings of Swift’s previous
five tours combined.
13
Taylor Swift’s Eras Tour shatters record for highest grossing tour in history
Miss Americana and the record-breaking tour
Notes: * End of tour estimates; estimates as of October 2023, before two extra dates in London were announced
Sources: Statista; Business Insider; Eventworld
Sources: Billboard; Pollstar; Statista; Business
Insider; Eventworld
Revenue
(in million USD)
Attendance
(in millions)
Taylor Swift
- The Eras Tour (2023-24)*
4,480 9.5
Elton John
- Farewell Yellow Brick Road Tour (2018-20, 2022-23)
939 6
Ed Sheeran
- The ÷ Tour (2017-19)
776 8.9
U2
- U2 360° Tour (2009-11)
736 7.3
Coldplay
- Music of the Spheres World Tour (2022-24)
618 6.3
Notes: Adjusted gross in 2023 dollar
3
What is Taylor's
economic
impact?
In each of the 60 dates Taylor Swift performed across
the U.S. in 2023, the superstar’s setlist featured over
40 songs per night – along with roughly 16 costume
changes. During that first leg of her tour, Swift drew an
average of 72,000 spectators per concert, and ticket
sales of roughly 13 million U.S. dollars each night.
With additional dates planned for the fall of 2024,
Statista estimates her U.S. and Canadian shows would
attract an estimated 4.7 million concertgoers and
generate more than two billion U.S. dollars. After a
total of 13 dates in Latin America and 17 in Asia and
Australia, the tour is set to land in Europe in May 2024.
With 50 dates scheduled, European fans will have
anything but a cruel summer. Estimates indicate that
the European leg of the Eras Tour will be the second-
highest grossing, representing about 30 percent of the
overall revenue and audience worldwide.
14
Estimated number of spectators and ticket sales revenues of the Eras Tour, by region
An adventure bigger than the whole sky
Notes:
* Includes France, Sweden, Portugal, Austria, Spain, England, Ireland, Netherlands, Italy, Germany, Poland, Switzerland, and Scotland;
figures have been rounded; assuming that all dates are sold out (incl. future dates)
Sources: Billboard; Statista estimates; QuestionPro;
Bloomberg
3
What is Taylor's
economic
impact?
Mexico, Argentina,
and Brazil
▪ Spectators: 669k
▪ Revenue: 244m USD
U.S. and Canada
▪ Spectators: 4.7m
▪ Revenue: 2.1bn USD
Japan, Singapore,
and Australia
▪ Spectators: 1.2m
▪ Revenue: 806m USD
Europe*
▪ Spectators: 2.9m
▪ Revenue: 1.3bn USD
Sources: Statista; Business Insider; Eventworld
The love story continued on the big screen in October 2023, with a concert film
showing in 8,500 movie theaters worldwide. In its opening weekend, “Taylor
Swift: The Eras Tour” generated 123 million U.S. dollars, of which 92.8 million
came from the domestic (U.S. and Canada) box office. It ranked as the seventh-
most successful opening weekend of 2023 and the 86
th
in domestic history.
On the first day of release, pre-sale tickets for the movie generated 37 million
U.S. dollars at AMC, Regal, and Cinemark theaters. Notably, this figure surpassed
pre-sales of “Star Wars: The Force Awakens,” which sold about 20 million U.S.
dollars in tickets in the first 24 hours. It ranked second only to “Avengers:
Endgame,” which reached 50 million U.S. dollars in pre-sales.
“Taylor Swift: The Eras Tour” has already become the highest grossing concert
film of all time, and the first movie in its category to breach the 100-million-
dollar mark at the global box office. Statista estimates it is likely to make over
270 million U.S. dollars throughout its cinema run. In the United States, Swift’s
production opened in more theaters than any other film of its kind to date and is
the first to remain number one in the domestic box office for more than two
weeks.
15
Counting domestic (U.S. and Canada) and international box office sales, the Eras Tour is by far the highest grossing concert film worldwide
The greatest (concert) film of all time was made
Notes: Worldwide; December 4, 2023; domestic box office refers to U.S. and Canada
Sources: Box Office Mojo; The Numbers; ID: 1411689
2
3
4
5
1
249.5
99.0
70.7
68.2
32.7
Global b
ox office revenue in
million U.S. dollars
#86
Biggest opening weekend
of all time at the domestic
box office
#7
Biggest opening weekend
at the domestic box office
in 2023
#11
Top grossing movie
at the domestic box
office for 2023
Sources: Statista; The Numbers; Deadline; AMC Theatres
3
What is Taylor's
economic
impact?
2023 - Taylor Swift: The Eras Tour
2011 - Justin Bieber: Never Say Never
2008 - Hannah Montana and Miley
Cyrus: Best of Both Worlds Concert Tour
2013 - One Direction: This Is Us
2012 - Katy Perry: Part of Me
• In the United States, the Eras Tour is
estimated to bring in about 4.6 billion
U.S. dollars in consumer spending;
the average concertgoer will each
spend around 1,300 U.S. dollars per
show.
• Several U.S. cities, including Las
Vegas, Atlanta, and Boston,
experienced boosts in tourism from
tour stops, with peaks in hotel and
restaurant bookings.
• Swift’s concerts in Cincinnati were
estimated to have brought in around
92 million U.S. dollars in net new
local expenditure.
• Swift’s two Denver shows provided an
economic gain of around 140 million
U.S. dollars across the state of
Colorado.
• The Eras Tour six-show run in Los
Angeles generated an estimated
economic impact of 320 million U.S.
dollars and 3,300 jobs created.
• The phenomenon of trading
friendship bracelets at the Eras Tour
shows has caused a spike in sales at
Michaels Stores, with an increase in
the jewelry category. This growth was
especially visible in the cities where
Swift was performing.
• Several cities eagerly anticipated the
arrival of the Eras Tour and its
subsequent economic boost. Since
the start of the tour, many U.S. cities
have honored the singer: Glendale
became “Swift City” for two days;
Houston renamed NRG Stadium to
“NRG Stadium (Taylor’s Version)”; and
Tampa presented Swift with keys to
the city and invited the singer to reign
as mayor for a day.
• As the tour continues around the
world, “the event of the year” is
forecast to have a big impact on other
cities’ economies.
“The tour's opening night in Arizona
brought in more revenue for local
businesses than the Super Bowl.”
Jane Talbot
CEO of Downtown Van
“The economic impact Swift creates is
staggering, as fans travel from far and
wide to attend her concerts, filling
hotels, restaurants, and local
attractions. Swift’s influence on tourism
is a testament to her ability to captivate
audiences and drive economic growth.”
Julie Calvert
President and CEO of Visit Cincy
16
The Eras Tour shows are leaving behind record numbers in hospitality and consumer spending, positively impacting cities and their economies
Long story short … it was a great time
Sources: Billboard; Camoin Associates; CBC; Common Sense Institute; Downtown Van; Forbes; Fortune; Fox Business; Medium; QuestionPro; USA Today; U.S. Travel Association; Visit Cincy
3
What is Taylor's
economic
impact?
How popular is Taylor Swift?
Taylor Swift mania reached a new level in 2023. The
number of articles written about her in the past
year has been unmatched by other big touring
acts. From the release of re-recorded albums to
appearances on the silver screen, the music sensation
has become a cultural phenomenon. With the Eras
Tour starting its international leg, Swift’s popularity will
undoubtedly grow in 2024.
What is Taylor Swift’s role in the music industry?
With 12 Grammys and 40 American Music Awards,
Taylor Swift is one of the most acclaimed artists in the
music industry. In 2023, she became the most
streamed artist on Spotify. But her impact in the music
industry goes beyond the music, influencing streaming
platforms’ business models and artists' ownership
rights.
What is Taylor Swift’s economic impact?
The Eras Tour is set to become the highest grossing
tour of all time. Attended by an estimated 9.5 million
spectators, it will likely gross around 4.5 billion U.S.
dollars in ticket revenue worldwide. The mega tour
has brought a post-pandemic boost to cities, with
upswings in hotel bookings and increases in jobs. It
kicked off in Arizona, where the opening night brought
in more revenue than the Super Bowl, which the city
hosted a month prior.
17
Ask me what I learned from all those years
Sources
ABC7
AMC Theatres
Apple
Betway
Billboard
Bloomberg
Box Office Mojo
Business Insider
Camoin
Associates
Canadian
Broadcasting
Corporation (CBC)
CBS News
CNBC
Common Sense
Institute
Cosmopolitan
Deadline
Downtown Van
Entertainment
Tonight
Euronews
Eventworld
Forbes
Fortune
Fox Business
GMA
Gold Derby
Guardian
Guinness World
Records
Harper’s Bazaar
iHeart
Luminate Data
(Nielsen Music)
Medium
Music Business
Worldwide
NME
People
Pollstar
QuestionPro
Recording
Industry
Association of
America (RIAA)
Recording
Academy
(grammy.com)
Reuters
Spotify
Statista
Taylor Swift*
The Numbers
The Wrap
Time
Tumblr (Taylor
Swift's account)
Tweet Binder
Twitter (now
known as X)
Universal Music
Group
U.S. Travel
Association
USA Today
Vanity Fair
Variety
Visit Cincy
Vox
WKRC
Yahoo
YouGov
YouTube
Further reading
18
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*All titles used in this report are citations from Taylor Swift lyrics
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19
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20
The Swifties behind the report
Bruna Alves
Research Lead
Stephanie Chevalier
Research Expert
stephanie.chevalier@statista.com
Kasia Davies
Research Expert
Dominique Petruzzi
Research Expert
dominique.petruzzi@statista.com
Nils-Gerrit Wunsch
Research Expert
Nils-gerrit.wunsch@statista.com
Bruna became a full-
fledged Swiftie in early 2019
after watching the “Miss
Americana” documentary on
an insomnia night. She knows
every single word to "All Too
Well (10 Minute Version)."
Stephanie turned Swiftie when
watching the video of Jack and
Taylor's magical writing of
“Getaway Car.” No one loves
“reputation” more than she
does. She has seen "Taylor
Swift: The Eras Tour" movie
three times.
Kasia has been a Swiftie since
childhood when she and her
sister played the "Love
Story" music video on repeat.
Her current favorite song,
however, is “my tears ricochet."
Dominique became a Swiftie
back in 2010 when she
watched the “Our Song” video
for the first time. She is the
group's historian and fact-
checker for all things Taylor.
Her favorite song is “You’re on
Your Own, Kid.”
Nils, the most recent Swiftie,
first discovered “Anti-Hero”
and quickly turned into a
“Lover” of Taylor's music.
They are the one who
managed to get their group
Eras Tour tickets.
Authors
Special thanks to analyst Simone Calio for the estimates and data analysis. Simone is not a Swiftie ... yet.
