Taylor Swift has been labelled as a marketing genius. Her success lies in her ability to tell compelling stories through her songs and build deep connections with her audience by interacting with them both on and offline.
In 2022, around 292,981 monthly searches were made for Taylor Swift in the UK. However, the success of her highly acclaimed Eras Tour catapulted Swift to a new level of fame and popularity. In 2023, searches for the popstar increased by 190.96%, with Brits making an impressive 852,459 searches per month. This figure is expected to double by January 2025.
While Swift has a strong and seemingly ever-growing fanbase in the UK, residents in certain cities are more invested in the global superstar than others. In some cases, fans are not holding back on expressing their love and are spending thousands of pounds on concert tickets and merchandise. Read on to find out which city has the most dedicated Swifties.
Top Cities
Surprisingly, despite Swift selling out 8 dates at Wembley Stadium, London does not top the list. In fact, London is in the fourth spot, with 1,548 searches per 100,000 residents and is beaten out by smaller cities like Edinburgh.
The Scottish capital has been crowned the most Taylor Swift-obsessed city in the UK, with 2,710 searches made per 100,000 residents, followed by Leeds (2,571) and Glasgow (1,548). Rounding off the top 5 is Liverpool, with 1,458 searches.
Ranking
| Rank | City | Searches per 100,000 Residents |
| 1 | Edinburgh | 2709.735693 |
| 2 | Leeds | 2570.733626 |
| 3 | Glasgow | 2129.745445 |
| 4 | London | 1548.253914 |
| 5 | Liverpool | 1458.12744 |
| 6 | Newcastle upon Tyne | 1403.457704 |
| 7 | York | 1170.98304 |
| 8 | Doncaster | 1138.224749 |
| 9 | Peterborough | 1101.732781 |
| 10 | Bournemouth | 1100.244499 |
| 11 | Warrington | 1087.902524 |
| 12 | Milton Keynes | 1087.235421 |
| 13 | Mansfield | 1046.767234 |
| 14 | Walsall | 1045.654434 |
| 15 | Plymouth | 1037.651372 |
| 16 | Wigan | 1026.196517 |
| 17 | Ipswich | 1006.514385 |
| 18 | Crawley | 997.1857203 |
| 19 | Belfast | 982.6400262 |
| 20 | Swindon | 969.7805602 |
| 21 | Portsmouth | 927.1182076 |
| 22 | Aberdeen | 915.2387248 |
| 23 | Dudley | 904.2545175 |
| 24 | Swansea | 898.9452376 |
| 25 | Norwich | 844.4123359 |
Methodology
Avidd Panda analysed search data using Google’s Keyword Planner to see the number of times residents in each of the UK’s 50 most populated cities (excluding London boroughs) make searches for terms, such as “taylor swift merch”, “taylor swift poster”, “taylor swift t shirt” and “taylor swift tickets”. Results were normalised per 100,000 residents. The cities were then ranked based on the normalised data. The city with the most searches per 100,000 residents was crowned the most Taylor Swift-obsessed city in the UK.
If you have any questions or would like to access the full dataset, please email lance@avidpanda.com.