Caitlin Clark’s “Taylor Swift effect” sent WNBA social views from 373 million to nearly 2 billion
A study found that views on the league’s official social media accounts more than quintupled after Clark’s rookie season
Caitlin Clark’s impact is showing up somewhere beyond the box score: on fans’ screens. Views across the WNBA’s official social media accounts rose from 373 million in late 2023 to 1.96 billion after the 2024 season, according to a study by Indiana University Columbus finance professor Ryan Brewer. That’s more than five times the earlier total.
Brewer described the attention around Clark as a “Taylor Swift effect.” His comparison points to the kind of fascination that can draw people in beyond the usual audience. “People are fascinated by Clark,” he told The Indianapolis Star . The numbers don’t mean Clark alone accounts for the league’s growth: the study covers a season shaped by a celebrated rookie class, including Angel Reese, and the WNBA’s official accounts overall.
Clark’s highlights can turn a play into a viral moment
The scale is especially striking around Clark’s biggest plays. Brewer told the Star that highlights featuring Clark drew between 20 million and 45 million views across TikTok, X and Instagram, compared with roughly 3 million to 5 million for a WNBA game without her.
He said Clark generates 800% more viral views when her plays and highlights are featured. Those are view counts, not a tally of unique people.
The attention has carried into 2026. Brewer’s research found that Clark and the Fever generated more social media views than the rest of the league combined.
On television, Indiana’s Game 3 matchup with the Las Vegas Aces averaged 2.25 million viewers on USA Network and CNBC, making it the second most-watched first-round playoff game on record and the most-watched WNBA playoff game since 2024.
That is the larger story behind the “Taylor Swift effect”: one star can become an entry point to a whole league. Brewer stressed that basketball remains a team sport, and said fans are also noticing the other players around Clark.
The view counts show just how bright the spotlight has become. The league’s next challenge is to turn that attention into lasting interest that extends well beyond any one player by making the WNBA more competitive and, above all, fair and transparent.
