# Taylor Swift median watch time per viewer – Q1 2024 vs Q1 2025 by age

> Even active Taylor Swift viewers cut watch time ~20% in Q1 2025 -19% among 16–24s

**Period:** Q1 2024 vs Q1 2025  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-04-28T13:25:30.024328+00:00  
**Sample size:** n = 5,631  
**Source:** [https://www.datapods.app/en/insights/media/trends-and-topics/taylor-swift-median-engagement-decline-q1](https://www.datapods.app/en/insights/media/trends-and-topics/taylor-swift-median-engagement-decline-q1)

## Segments

- **Years:** 2024–2025
- **Platform:** youtube

## Summary

Among Germans who actively watched Taylor Swift content in the first quarter, median engagement softened year-over-year across nearly all cohorts. The 16–24 group dropped from 1.31 to 1.06 minutes (−19%), while 35–44 year-olds fell from 1.30 to 1.04 minutes (−20%). The contraction affected not just the size of the audience but also the depth of engagement: typical fans spent measurably less time per quarter in 2025.

## Chart

Grouped bar chart showing median quarterly watch time per active Taylor Swift viewer across age groups 16–24, 25–34, 35–44, 45–54, and 55+ comparing Q1 2024 to Q1 2025, with declines of 15–22% across most cohorts.

## Methodology

Taylor Swift viewer = panelist with at least one tracked watch event on Taylor Swift content during January–March. Per-user quarterly watch time is summed, then the median is calculated separately for each age cohort. Sample sizes range from 90 to 1,041 viewers per cell, well above the minimum threshold. Watch time is inferred from session timing and capped at 4 hours.

## Citation

Datapods (2026-04-28). *Taylor Swift median watch time per viewer – Q1 2024 vs Q1 2025 by age*. Datapods Insights. https://www.datapods.app/en/insights/media/trends-and-topics/taylor-swift-median-engagement-decline-q1

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).