FC Barcelona sets new record

FC Barcelona has become a leading benchmark for the creation of digital content. In April 2023, Barça surpassed 15 million subscribers on YouTube, and now it has reached another milestone, becoming the first sports club in the world to exceed 20 million subscriptions on that platform. Its growth on the leading video platform has solidified year after year, now with a strategy tailored to new platform trends. This includes a strong focus on publishing content through YouTube Shorts, which has allowed the club to reach even broader audiences, attract new users, and gain additional subscribers.

In the sporting realm, Barça has strengthened its leadership, both in terms of followers and video views. Only FIFA (22.8 million) and the NBA (22.5 million) have more fans on YouTube. In terms of subscriptions, Barça achieved a 65% increase in new subscribers in 2024 compared to 2023. Additionally, video views grew by 10% in 2024 compared to the previous year.

Over 50% of those new subscriptions have come from YouTube Shorts, confirming the success of the club’s commitment to this format, spearheaded by its Identity Area. This department oversees everything related to the Barça brand and leads the strategy across various digital platforms, designing and driving daily campaigns and digital content. The goal is to focus content more on boosting Barça’s international brand presence, conveying to the world the unique values that define the institution.

85% of Barça’s YouTube audience is between 18 and 54 years old, a significant statistic that underscores the platform's broad range of content suitable for all types of audiences. This includes purely informational content as well as creative, entertaining videos designed to attract Gen Z, a demographic that is highly familiar with digital consumption. Another growing trend observed since 2021 is the increase in female viewers. In 2024, the percentage of female views rose by 55%.

On YouTube, the gap with regard to competitors is clear. The second-ranking club, Real Madrid, has 16.3 million subscriptions, followed by Liverpool with 10.9 million. The countries where Barça has the most followers are Spain, the United States, Indonesia, India, and Brazil.

Success of YouTube Shorts

A pioneer in creating and publishing long-form content, Barça constantly adapts to new trends. Hence, responding to the demand for shorter content, the club has fully embraced this format to foster loyalty among the audience segments that are attracted to such content. Alongside successful typical regular content such as Barça Emojis, 7 Second Challenge, Exploding Balloons, Guess Who, 90 Seconds Challenge, and Behind the Scenes, the club has added short, vertical format videos. These have included challenges between players like Lamine Yamal and Robert Lewandowski or between Raphinha and Jules Koundé, as well as post-match celebrations.

Digital groundbreakers

Barça was one of the first sports clubs in the world to establish a presence on YouTube, launching its channel in February 2006. Eleven years later, in June 2017, it became the first to surpass three million subscribers, overtaking other major competitors in sports and football. In September 2018, the club reached a new milestone of five million subscriptions. By September 2020, it had hit 10 million, reaffirming its leadership. In 2023, Barça announced 15 million subscribers and has now reached 20 million. The exponential growth of the club’s YouTube channel in recent years highlights its success in the digital realm and across its social media accounts.

Statement by Cristina Delgado, Manager of YouTube Content Partnership:

“It’s fantastic to see how a solid YouTube strategy, which includes quality content, innovation in formats, and adaptability to an increasingly demanding audience, has led to unstoppable growth and brand recognition both nationally and internationally. FC Barcelona has been able to leverage its potential and resources to maximize and strengthen its connection with its followers, setting itself apart from the rest.”