The 2024 WNBA draft class of Caitlin Clark and Angel Reese helped the league skyrocket in popularity, reaching new heights in viewership and attendance. Add social media impressions to the list.
The league's official social media views across all platforms jumped from 373 million in late 2023 to nearly 2 billion at the conclusion of Clark and Reese's rookie season in 2024, according to Dr. Ryan Brewer's study, "The Structural Transformation of WNBA Media & Consumer Economics in the pre- and post-Caitlin Clark Era."
Brewer, associate professor of finance at Indiana University Columbus, told the Indianapolis Star, part of the USA TODAY Network, the one-year 436% surge in views can be described as a "quantum leap."
"So, 1.96 billion views? That's
telling. People are fascinated by Clark. It's kind of what I would say is a Taylor Swift effect," Brewer told the IndyStar, part of the USA TODAY Network. "Taylor Swift has done something that has captivated people, and it's hard to really get into what is differentiating Caitlin Clark from the rest of the WNBA, because there are a lot of other great players in the WNBA."
Clark and the Fever garnered more social media views than the rest of the WNBA combined.
According to Brewer's research, highlights featuring Clark drew between 20 million to 45 million viral views across TikTok, X and Instagram, much higher than the average of three million to five million views for a WNBA game without Clark.
"Caitlin Clark generates 800% more viral views across all digital media modalities when her plays and highlights are featured," Brewer told the outlet. "Basketball isn't one person. Basketball is a team sport," Brewer says. "So, people are interested in her moves, her passes, the way she's able to operate an offense, but people are noticing other players in the league as well."
The popularity of Clark can is also reflected in viewership numbers. The Las Vegas Aces' Game 3 win over the Indiana Fever in the first-round of the WNBA Playoffs drew 2.25 million average viewers on USA Network and CNBC, becoming the second most-watched WNBA first-round playoff game ever. It also marked the most-watched playoff game since 2024.
"Traditional television networks have rewritten their legacy broadcast schedules to prioritize Indiana Fever matchups," Brewer added. "In 2026, the Fever achieved a historic media milestone: all 44 regular season games were picked up for national broadcast distribution across major carriage networks."
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This article originally appeared on USA TODAY: Study: Caitlin Clark creates a 'Taylor Swift effect' for WNBA social media views
