DIGITAL & TRENDS

The Era of

Source: CC BY 3.0; YouTube: The Best Outfits At The 2019 American Music Awards | Cosmopolitan UK
Taylor Swift
A Statista Spotlight report on the cultural and economic
impact of Taylor Swift and her Eras Tour
 Sources: Billboard; CNBC; Forbes; Guinness World Records; Medium; Spotify; Statista; Tweet Binder; Variety; YouTube

2
 You don’t know about me, but I’ll bet you want to
Key questions answered in this report
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.
3
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.
 How popular
1 is Taylor Swift?

August slipped away into a moment in time ...

Google Trends index based on worldwide searches on Google for “Taylor Swift” since the release of “Lover” in August 2019

2019 2020 2021 2022 2023

“Taylor Swift: The Eras Tour”
movie and “1989 (Taylor's
Version)” are released
100

“Lover” is “Evermore” U.S. leg of the Eras Tour is Swift attends Travis Kelce's football
released; Swift is released announced; Ticketmaster crashes as game; a Google game challenges fans
80 fans try to buy tickets to unlock the names of the vault
announces the “Red (Taylor’s
re-recordings of tracks on “1989 (Taylor’s Version)”
Version)” is
her first six released
60 studio albums “Folklore” is
released “Midnights” is “Speak Now
released; Swift (Taylor’s
“Fearless (Taylor’s
makes an Version)” is
40 Version)” is released
appearance in the released
film “Amsterdam”
20
The Eras Tour
begins
0
2020_05

2021_04

2022_04
2019_08
2019_09
2019_10
2019_11
2019_12
2020_01
2020_02
2020_03
2020_04

2020_06
2020_07
2020_08
2020_09
2020_10
2020_11
2020_12
2021_01
2021_02
2021_03

2021_05
2021_06
2021_07
2021_08
2021_09
2021_10
2021_11
2021_12
2022_01
2022_02
2022_03

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
4 Notes: Data is as of October 31, 2023; 0 is the least popular and 100 is the most popular

Sources: Statista; Cosmopolitan; The Wrap; GMA; People; Variety

 How popular
1 is Taylor Swift?

Talk your talk and go viral

Taylor Swift’s media popularity far exceeded that of other artists touring in the past year

The press has not been able to get enough of Taylor Swift in 2023, with articles In February 2023, both Beyoncé and Harry Styles made headlines at the 65th
written about her professional and personal life. The pop powerhouse has found Grammy Awards: Harry Styles won six Grammys, including Album of the Year,
herself in the spotlight all year, from album announcements, tour dates, and while Beyoncé took home four Grammys, bringing her total to 32 wins. Despite
movie releases to her blossoming relationship with American football star Travis this, there was still no comparison between Taylor Swift and other artists when it
Kelce. 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
Swift was not the only big name from the music industry on tour this year.
Beyoncé, the second-most searched singer on the list, only scored 26.
Beyoncé, Ed Sheeran, Coldplay, Harry Styles, The Weeknd, and Elton John all had
major tours of their own.

Gdelt index for different celebrities*

Google Trends
120
index yearly average**
100
80
Taylor Swift 100
60
40 Beyoncé 26
20 Coldplay 23
0
Elton John 10

2023_06

2023_10
2022_10

2022_11

2022_12

2023_01

2023_02

2023_03

2023_04

2023_05

2023_07

2023_08

2023_09
Harry Styles 7
The Weeknd 6
Taylor Swift Beyonce Ed Sheeran Coldplay Harry Styles Elton John Ed Sheeran 5

5 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.
Sources: Statista; Harper's Bazaar; Billboard; Variety
 How popular
1 is Taylor Swift?

Long live all the magic they made 77% of American adults stated
they were very or somewhat
familiar with Taylor Swift
On average, one in every four U.S. adults consider themselves a Taylor Swift fan
25% of Hispanic U.S.
survey respondents, 24%
of White, and 18% of
Taylor Swift's song “Long Live” is dedicated to the fans who have accompanied her Black respondents were
on the journey to stardom. Given the longevity of Swift's career, it is no surprise Taylor Swift fans
U.S. states with
that her fans, known as “Swifties,” are a diverse mix of ages and ethnicities.
the most Swifties:
According to a survey conducted in the United States in October 2023, millennials
1. Florida
appreciated her the most; 33 percent of respondents aged 30 to 44 years old stated
2. Ohio
that they were Taylor Swift fans. More than one in 10 respondents aged 65 years or
3. Virginia
older claimed the same. Additionally, the singer-songwriter’s fanbase is split evenly
Top 3 albums
along gender lines.
among UK
Swifties:
Share of U.S. respondents who consider themselves Share of U.S. respondents who consider 1. “1989”
Taylor Swift fans in 2023, by age (in years) themselves Taylor Swift fans in 2023, by gender 2. “Red”
3. “Fearless”

Share of respondents
31% 33% 26% Top 3 albums
Share of respondents

21%
among U.S.
17% Swifties:
13% 1. “Lover”
2. “1989”
Women Men 3. “Red”
18 to 29 30 to 44 45 to 64 65 and older

6 Notes: United States; October 12 to 16, 2023; 18 years and older; 1,675 respondents Notes: Ranking based on yearly Notes: United States; September 27 to October 2, Notes: February 14 to 21, 2023; 371 Taylor Swift fans in the
in total; figures refer to respondents who stated they were fans of Taylor Swift Google searches per capita 2023; 18 years and older; 1,000 respondents UK; 688 fans in the U.S.; for the “Red” and “Fearless”
albums “(Taylor’s Versions)” are included
Sources: YouGov; Yahoo; ID: 1416130; ID: 1424475; ID: 1424476
Sources: Yahoo; Betway Sources: YouGov; ID: 1422434 Sources: YouGov; ID: 1376762
 What is Taylor's
2 role in the music
industry?

Best believe she’s still bejeweled

A glimpse into Taylor Swift’s collection of awards

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 Swift has 39 Billboard Music Awards, tied
than the next name on the list, Michael with Drake on the top spot. Swift claimed
Jackson. She has picked up the Artist of the 10 prizes at the 2023 awards night,
Year award seven times. including top artist and top female artist.

7 Notes: Grammy wins include Beyoncé’s group and duo awards

Sources: Recording Academy (grammy.com) Sources: Gold Derby Sources: Billboard; Reuters Sources: Billboard
 What is Taylor's
2 role in the music
industry?

’Cause the players gonna play, play, play, play, play

Most viewed Taylor Swift videos on YouTube as of October 2023

Number of YouTube views in millions

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Over the years, Taylor Swift has achieved great results and
broken records on several platforms, including YouTube.
Taylor Swift - Shake It Off 3,350.55
In 2017, her music video for the single “Look What You Made
Taylor Swift - Blank Space 3,277.42 Me Do” became the most watched in a 24-hour period. In
2019, the music video for “ME!” became the most streamed
Taylor Swift - Bad Blood ft. Kendrick Lamar 1,576.77 video by a female and solo artist in 24 hours. This record was
only broken two years later by BLACKPINK singer Lisa.
Taylor Swift - You Belong With Me 1,507.22
Swift had five music videos with more than one billion views
Taylor Swift - Look What You Made Me Do 1,432.69
on YouTube as of October 2023. A classic metric of a video’s
Taylor Swift - Wildest Dreams 898.38 overall popularity, fewer than 500 videos have reached that
landmark number of views. “Shake It Off,” Swift’s most viewed
Taylor Swift - Style 804.26 video on the platform, had nearly 3.4 billion views, followed
by “Blank Space,” with 3.3 billion views. They ranked 32nd and
Taylor Swift - We Are Never Ever Getting Back Together 749.28
33rd, respectively, among YouTube’s most viewed videos.
ZAYN, Taylor Swift - I Don`t Wanna Live Forever (Fifty
713.63
Shades Darker)

Taylor Swift - Love Story 701.86

8 Notes: Worldwide; based on Taylor Swift’s official YouTube channel; as of October 17, 2023

Sources: YouTube; Statista; ID: 1422518 Sources: Entertainment Tonight; NME; iHeart; Variety; YouTube
 What is Taylor's
2 role in the music
industry?

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

Album sales in the U.S. as of October 2023 Digital single sales in the U.S. as of October 2023 With the release of “1989 (Taylor’s Version)” in October
Million units of album equivalents Million units of single equivalents 2023, Taylor Swift claimed the No. 1 spot on the U.S.
Billboard 200 album chart for the 13th time. In its
Mariah Carey 74.0 Rihanna 166.5
debut week, the re-recording sold around 1.65 million
equivalent album units. Swift is among the leading
Barbra Streisand 68.5 Taylor Swift 137.5 female artists in U.S. history. She is the only female
soloist to feature in the top six of sales of both albums
Madonna 65.5 Beyoncé 114.5 and digital singles. With 51 million albums sold as of
October 2023, Swift finds herself in the company of
Whitney Houston 61.0 Katy Perry superstars from the ‘80s and ‘90s.
112.0
Her devoted fans are known for dutifully purchasing
Celine Dion 53.0 Lady Gaga 82.5 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
Taylor Swift 51.0 Ariana Grande 73.5
fastest selling vinyl record since tracking began in
0 20 40 60 80 0 50 100 150 200
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 Sources: Billboard; CNBC; Luminate Data (Nielsen Music);
ID: 429041; ID: 189357; Spotify; Yahoo
 What is Taylor's
2 role in the music
industry?

Never going out of style

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

In 2014, Taylor Swift pulled the entirety of her music catalog from Spotify. At the
2019 2020 2021 2023 time, Spotify paid artists between 0.006 U.S. dollars and 0.0084 U.S. dollars per
Most Streamed Most Streamed Most Streamed Most Streamed stream. Those profiting the most from Spotify’s business model were the
Artists Artists Artists Artists rights holders – in most cases, the record label, publisher, and distributor – who
1. Post Malone 1. Bad Bunny 1. Bad Bunny 1. Taylor Swift received around 70 percent of Spotify’s revenue.
2. Billie Eilish 2. Drake 2. Taylor Swift 2. Bad Bunny
3. Ariana Grande In April 2017, Spotify changed its policy. Two months later, Swift announced she
3. J Balvin 3. BTS 3. The Weeknd
4. Ed Sheeran would come back to Spotify as a thank you to her fans for her album “1989”
4. Juice WRLD 4. Drake 4. Drake
5. Bad Bunny reaching 10 million sales worldwide. It is unknown if her decision was affected by
5. The Weeknd 5. Justin Bieber 5. Peso Pluma
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
Most Streamed
Female Artists
Most Streamed
Female Artists
2022 biggest artists on the platform. In November 2023, it was revealed she was the
1. Billie Eilish 1. Billie Eilish Most Streamed most streamed artist of the year.
Artists
2. Ariana Grande 2. Taylor Swift
1. Bad Bunny Spotify was not the only streaming service to be slammed by Swift. In June 2015,
3. Taylor Swift 3. Ariana Grande
2. Taylor Swift she wrote an open letter on Tumblr about Apple Music's decision not to pay artists
4. Camila Cabello 4. Dua Lipa
3. Drake during the three-month trial period available for first-time subscribers. Apple swiftly
5. Halsey 5. Halsey
4. The Weeknd reversed its decision and confirmed it would pay royalties to everyone. A week after
5. BTS the policy change, Swift uploaded “1989” to the streaming platform.

10 Notes: Based on worldwide Spotify streams according to Spotify Wrapped data

Sources: Spotify Sources: Apple; Vanity Fair; Time; Vox

 What is Taylor's
2 role in the music
industry?

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

Audio streams of Taylor’s Versions and originals At the age of 15, Taylor Swift signed her first record Record sales and streams of “Taylor’s Versions”
Million on-demand audio streams deal at Big Machine Records (BMR) in 2005. She skyrocketed after every release, making the old
released six albums with the label, but her contract recordings much less sought after. For example, in the
149.84 denied her the ownership of her master tapes. first half of 2023, “Red (Taylor’s Version)” was
However, as a songwriter on the albums, Swift retained streamed 510 million times, three times more than the
509.24
H1 2023 the publishing rights to the original recordings. When original recording.
167.65 the contract expired in 2018, Swift moved to Republic
As of October 2023, four of the original six albums had
345.86 Records and Universal Music.
been re-recorded, with the remaining two expected to
A year later, Ithaca Holdings, led by Scooter Braun, follow suit in 2024. These releases have added to the
254.74
acquired Big Machine Records; the deal included the excitement surrounding the Eras Tour.
961.62 masters of Swift’s first six albums.
2022 Other artists have taken note of Taylor Swift’s fight for
257 According to Swift, rights to the masters were sold her musical legacy. According to the Guardian, Olivia
401.24 despite her wishes to acquire the tapes herself. In Rodrigo retained control of her master tapes, inspired
response, she announced in August 2019 that she by Swift. The music industry has not failed to
0 200 400 600 800 1,000 would re-record all six albums not in her possession recognize the importance of Swift’s battle. Record
Red Red (Taylor's Version) and become the owner of the master tapes to the re- labels are trying to prevent artists from making future
Fearless Fearless (Taylor's Version) recordings. “Fearless (Taylor’s Version)” marked the re-recordings by extending the periods prohibiting
first album to be re-released by Swift on April 9, 2021. newly signed artists from following in Swift’s footsteps.

11

Sources: Luminate Data (Nielsen Music); Music Business Worldwide; ID: 1422794 Sources: Billboard; CBS News; Guardian; NME; Tumblr (Taylor Swift's account); Universal Music Group; Variety
 What is Taylor's
3 economic
impact?

One for the money, two for the show

Breakdown of Taylor Swift’s net worth, by segment

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
Ticket sales and
earnings originate from her music, without any other major sources like clothing or
merchandise
beauty lines adding to her income.
370m
Swift’s Eras Tour is forecast to gross over 4.5 billion U.S. dollars, thanks to dedicated
Estimated value fans who have sold out almost every show. The dedication of fans, however, does
of music released not end at ticket sales; the merchandise that Swift produces is also very sought
1.1bn USD
since 2019 Spotify and after. Before her show in Los Angeles, fans queued for over 12 hours to ensure
Net Worth
400m YouTube they were able to purchase the items they wanted, some of which were only on sale
120m 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.

Royalties from Value of five

music sales personal properties

80m 110m

12 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 Sources: ABC7; Forbes
 What is Taylor's
3 economic
impact?

Miss Americana and the record-breaking tour

Taylor Swift’s Eras Tour shatters record for highest grossing tour in history

With an extensive schedule of 151 concert dates With stadiums around the globe completely sold out,
across five continents, Taylor Swift’s Eras Tour kicked Swift’s concert run is expected to be the highest
off in March 2023 and is set to end in December 2024. grossing tour in history, with revenue and attendance
In her remarkable three-hour performance, Swift takes figures surpassing those from Elton John’s iconic
her audience on an enchanting journey through her Farewell Yellow Brick Road.
various musical eras over the last 17 years.
The Eras Tour, on its own, is also likely to generate
Statista estimates that, by the end of the tour, the nearly four times the total earnings of Swift’s previous
global audience will exceed nine million spectators, five tours combined.
resulting in ticket revenues of roughly 4.5 billion U.S.
dollars.
Revenue Attendance
(in million USD) (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

13 Notes: * End of tour estimates; estimates as of October 2023, before two extra dates in London were announced
Notes: Adjusted gross in 2023 dollar

Sources: Statista; Business Insider; Eventworld Sources: Billboard; Pollstar; Statista; Business
Insider; Eventworld
 What is Taylor's
3 economic
impact?

An adventure bigger than the whole sky

Estimated number of spectators and ticket sales revenues of the Eras Tour, by region

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
U.S. and Canada
changes. During that first leg of her tour, Swift drew an
▪ Spectators: 4.7m Europe*
average of 72,000 spectators per concert, and ticket
▪ Revenue: 2.1bn USD ▪ Spectators: 2.9m
sales of roughly 13 million U.S. dollars each night.
▪ Revenue: 1.3bn USD
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
Mexico, Argentina, Australia, the tour is set to land in Europe in May 2024.
and Brazil With 50 dates scheduled, European fans will have
▪ Spectators: 669k anything but a cruel summer. Estimates indicate that
Japan, Singapore,
▪ Revenue: 244m USD the European leg of the Eras Tour will be the second-
and Australia
highest grossing, representing about 30 percent of the
▪ Spectators: 1.2m
overall revenue and audience worldwide.
▪ Revenue: 806m USD

14 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: Statista; Business Insider; Eventworld Sources: Billboard; Statista estimates; QuestionPro;
Bloomberg
 What is Taylor's
3 economic
impact?

The greatest (concert) film of all time was made

Counting domestic (U.S. and Canada) and international box office sales, the Eras Tour is by far the highest grossing concert film worldwide

The love story continued on the big screen in October 2023, with a concert film
2023 - Taylor Swift: The Eras Tour 1 249.5

Global box office revenue in

showing in 8,500 movie theaters worldwide. In its opening weekend, “Taylor
2011 - Justin Bieber: Never Say Never

million U.S. dollars

2 99.0 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-
2008 - Hannah Montana and Miley
3 70.7 most successful opening weekend of 2023 and the 86th in domestic history.
Cyrus: Best of Both Worlds Concert Tour
On the first day of release, pre-sale tickets for the movie generated 37 million
4 68.2
2013 - One Direction: This Is Us 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.
2012 - Katy Perry: Part of Me 5 32.7
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.

#86 #7 #11 “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-
Biggest opening weekend Biggest opening weekend Top grossing movie
dollar mark at the global box office. Statista estimates it is likely to make over
of all time at the domestic at the domestic box office at the domestic box
270 million U.S. dollars throughout its cinema run. In the United States, Swift’s
box office in 2023 office for 2023
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 Notes: Worldwide; December 4, 2023; domestic box office refers to U.S. and Canada

Sources: Box Office Mojo; The Numbers; ID: 1411689 Sources: Statista; The Numbers; Deadline; AMC Theatres
 What is Taylor's
3 economic
impact?

Long story short … it was a great time

The Eras Tour shows are leaving behind record numbers in hospitality and consumer spending, positively impacting cities and their economies

• In the United States, the Eras Tour is • Swift’s two Denver shows provided an • Several cities eagerly anticipated the
estimated to bring in about 4.6 billion economic gain of around 140 million arrival of the Eras Tour and its “The tour's opening night in Arizona
U.S. dollars in consumer spending; U.S. dollars across the state of subsequent economic boost. Since brought in more revenue for local
the average concertgoer will each Colorado. the start of the tour, many U.S. cities businesses than the Super Bowl.”
spend around 1,300 U.S. dollars per have honored the singer: Glendale
• The Eras Tour six-show run in Los Jane Talbot
show. became “Swift City” for two days;
CEO of Downtown Van
Angeles generated an estimated Houston renamed NRG Stadium to
• Several U.S. cities, including Las economic impact of 320 million U.S. “NRG Stadium (Taylor’s Version)”; and
Vegas, Atlanta, and Boston, dollars and 3,300 jobs created. Tampa presented Swift with keys to “The economic impact Swift creates is
experienced boosts in tourism from the city and invited the singer to reign
• The phenomenon of trading staggering, as fans travel from far and
tour stops, with peaks in hotel and as mayor for a day.
friendship bracelets at the Eras Tour wide to attend her concerts, filling
restaurant bookings.
shows has caused a spike in sales at • As the tour continues around the hotels, restaurants, and local
• Swift’s concerts in Cincinnati were Michaels Stores, with an increase in world, “the event of the year” is attractions. Swift’s influence on tourism
estimated to have brought in around the jewelry category. This growth was forecast to have a big impact on other is a testament to her ability to captivate
92 million U.S. dollars in net new especially visible in the cities where cities’ economies. audiences and drive economic growth.”
local expenditure. Swift was performing. Julie Calvert
President and CEO of Visit Cincy

16

Sources: Billboard; Camoin Associates; CBC; Common Sense Institute; Downtown Van; Forbes; Fortune; Fox Business; Medium; QuestionPro; USA Today; U.S. Travel Association; Visit Cincy
 Ask me what I learned from all those years
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.
17
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.
 Sources Further reading
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18 *All titles used in this report are citations from Taylor Swift lyrics
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19
 The Swifties behind the report
Authors
Bruna Alves
Research Lead
bruna.alves@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)."
20
www.statista.com
Stephanie Chevalier
Research Expert
stephanie.chevalier@statista.com
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.
Special thanks to analyst Simone Calio for the estimates and data analysis. Simone is not a Swiftie ... yet.
Kasia Davies
Research Expert
kasia.davies@statista.com
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 Petruzzi
Research Expert
dominique.petruzzi@statista.com
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-Gerrit Wunsch
Research Expert
Nils-gerrit.wunsch@statista.com
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.