Are you ready for it? One in five set to hit play on Life of a Showgirl

Ahead of Taylor Swifts new album, we asked British adults how well they know Taylor Swift, whether they consider themselves a ‘Swiftie’, their favourite album, and when they plan to listen to her upcoming release, Life of a Showgirl. The findings show Swift is firmly on the nation’s radar, younger audiences are leading the fandom, and plenty plan to give the new album a spin, with a fearless few ready to splash out on tour tickets.

Awareness and fandom

• 77% of British adults say they know at least a little about Taylor Swift, including 40% who know her very well or a fair amount. Only 1% say they've never heard of the popstar.
• 14% of the public identify as a ‘Swiftie’  — rising to 31% among Gen Z and 21% among Millennials. Just 3% of Gen X and 3% of Baby Boomers say the same.

UK political party leaders, in ‘eras’ (among ‘Swifties’)

• Keir Starmer is most often linked to the Reputation era and The Tortured Poets Department (both 11%).
• Kemi Badenoch is most associated with Speak Now (13%).
• Ed Davey is most associated with Red (14%).
• Nigel Farage is most associated with 1989 (13%).

Favourite albums among 'Swifties'

• Fearless tops the chart (17%), followed by 1989 (13%).
• The Tortured Poets Department (10%) and Midnights (10%) are next.
• Speak Now (9%), Lover (8%), Reputation (8%), and her self-titled debut (8%) are close behind. 

Anticipation for Life of a Showgirl 

• One in five say they will listen to the album at least within a month of its release: 6% on release day, 8% within the first week, and 6% within a month.
• Two in three  ‘Swifties’ plan to listen at least within the first week - 37% plan to listen on release day and 31% within the first week.

Willingness to spend on tour tickets

• Among those who would buy a ticket for a tour tied to the new album, most would spend under £100 (38%) or £100–£199 (24%). Over a quarter (27%) would pay £200–£499 — and a fearless 11% would spend £500 or more. This includes one in four “Swifties” who would spend over £500.

Technical note:

• Methodology: Ipsos interviewed a representative sample of 1,134 online British adults aged 18–75 from 26–30 September 2025. Data are weighted to match the profile of the population. All polls are subject to a range of potential sources of error.
• Sub-samples: ‘Swifties’ n=183; those who would buy a ticket for a tour coinciding with the new album n=401.