Taylor Swift’s recent endorsement of Kamala Harris seems to be impacting her streaming numbers in a big way.
After publicly endorsing Harris on September 10, the night of the presidential debate, Swift’s streaming statistics and overall popularity have taken a noticeable hit, according to data shared by Chartmetric, a music analytics company, with The Wrap.
Swift’s endorsement, in which she threw her support behind Harris and running mate Minnesota Governor Tim Walz, came as a surprise to some fans.
In the Instagram post that garnered 11 million likes, Swift said, “I’m voting for Kamala Harris because she fights for the rights and causes I believe need a warrior to champion them.” She included a link to a voter registration site, which reportedly drove over 338,000 viewers.
However, since that public declaration, Swift’s Spotify listener base has decreased by over 2 million users. According to Chartmetric, before the endorsement, she had around 94 million unique listeners on Spotify.
By September 27, that number dropped to 91.9 million. For an artist of Swift’s stature, this decline in listeners represents not only a potential blow to her earnings but also reflects a shift in public perception, likely tied to her decision to publicly engage in politics.
Spotify compensates artists based on the number of streams their music receives, meaning fewer streams could result in a financial impact.
While Swift has built a massive fortune and brand, these decreases in listener engagement are noteworthy, especially for someone who has maintained high streaming numbers consistently over the years.
Swift’s decline in popularity isn’t limited to Spotify. Her YouTube views have also seen a significant dip in the U.S. after the endorsement.
Data from Chartmetric shows that Swift’s YouTube videos had 102.4 million views in the month leading up to her September 10 endorsement. But by September 27, that figure had fallen to 92.5 million, marking a nearly 10% drop in views.
This decline on two major platforms—Spotify and YouTube—suggests that Swift’s political endorsement might not have resonated well with all of her fans, especially those with differing political beliefs.
The shift is notable because Swift had long been considered a largely apolitical figure, particularly in the early stages of her career. Over the last few years, however, she has become more vocal about political issues, which appears to have had both positive and negative effects on her fanbase.
Swift’s popularity with voters has also taken a hit, according to a recent NBC News poll. Her favorability among registered voters dropped from 40% in 2023 to 33% this year.
At the same time, the percentage of voters with negative feelings toward the singer jumped from 16% last year to 27%. Among independent voters, a critical bloc for any political figure or celebrity endorsing a candidate, Swift’s favorability dropped even further, from 34% to 26%.
It’s worth noting that Swift’s streaming numbers had already been trending downward before her endorsement of Harris.
In the 28 days leading up to August 27, she had 95.9 million Spotify listeners—already showing a decrease compared to previous months. However, the public support for Harris has seemingly exacerbated this decline, pushing more listeners away in the aftermath.
Swift’s political endorsement has sparked strong reactions not just from fans but also from political figures. Former President Donald Trump, a frequent target of Swift’s criticism, responded in typically bombastic fashion.
On his platform, Truth Social, Trump posted, “I HATE TAYLOR SWIFT!” He further predicted that Swift would “pay a price in the marketplace” for her endorsement of Harris.
This type of political backlash is not new for Swift. In 2016, she was criticized for not publicly taking a political stance. However, by 2018, she became more outspoken, expressing regret for not opposing Trump during his first presidential campaign.
In her 2020 documentary Miss Americana, Swift explained her decision to become politically active, saying, “I need to be on the right side of history.”
However, her increasing involvement in political causes has not sat well with all of her fans. For some, her transformation from an apolitical pop star to a vocal advocate for liberal causes has created a disconnect.
Swift’s 2024 endorsement of Harris has been viewed by some as a continuation of that evolution.
Swift’s endorsement drew sharp criticism from conservative commentators. Megyn Kelly expressed her disapproval, saying, “Screw you, Taylor Swift,” during an episode of her podcast.
This sentiment was echoed by other conservative media outlets and political figures, who felt that Swift’s endorsement crossed a line.
However, Swift’s endorsement also generated a positive response among her core liberal supporters, particularly younger voters.
Many praised her for using her massive platform to advocate for causes and candidates she believes in. Swift’s endorsement post received 11 million likes on Instagram, where she has a following of 283 million.
While Swift’s endorsement may have contributed to a short-term decline in her streaming numbers and favorability ratings, it’s unclear whether this trend will continue or reverse itself.
The pop star has a fiercely loyal fan base, and she is no stranger to controversy. Swift has consistently proven her ability to bounce back from setbacks and redefine herself both musically and culturally.
In the end, Swift’s decision to endorse Harris reflects her commitment to using her platform for what she views as important causes.
Whether this will impact her long-term career or merely represent a temporary dip in her popularity remains to be seen. But as of now, it seems clear that her political choices are influencing her standing among fans and listeners alike.
