Taylor Swift watch time share decline year-over-year – Q1 2024 vs Q1 2025 by age
Review Q1 2024 vs Q1 2025: Taylor Swift's share of German YouTube watch time halved in Q1 2025 vs Q1 2024 -57% among 16–24s
License: CC BY 4.0 · Source: General Evidence · How to reuse
Info
- Sample size
- n = 36,337
- Data date
- Q1 2024 vs Q1 2025
- Segment
- All segments
- Platform
- YouTube
- Market
- Germany
Analysis
Year-over-year comparison of Taylor Swift's share of YouTube watch minutes reveals a sharp pullback across all age cohorts under 55. The 16–24 demographic dropped 57% (4.9 to 2.1 basis points), while the hardest-hit cohort—35–44 year-olds—fell 62% (6.4 to 2.5 basis points). Only the 55+ audience held steady at 3.4 basis points, emerging as the most stable Taylor Swift demographic.
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Methodology
Within-panel share of total YouTube watch minutes attributed to Taylor Swift, calculated for January–March of each year. No weighting applied; cell sizes range from 958 to 6,170 active panelists per age group per quarter, ensuring reliable estimates.
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