New data from the European Broadcasting Union shows that the Eurovision Song Contest has developed into a major force on social media platforms.
The 2025 Grand Final of the official Eurovision YouTube channel attracted a total of 12.1 million views live and in the week following, up from 2024. Overall, the contest, held in Basel, Switzerland, reached 166 million viewers (all media platforms).
The 12.1 million views referenced above was an 8% increase compared to Malmö 2024. Peak concurrent viewership on the night reached 1.58m, up from 1.51m in 2024. The Semi-Finals also performed strongly, drawing 4.4m and 3.4m views respectively during their equivalent 7-day periods. Across the entire Contest period (May 3 – May 24), total views of all content on the Eurovision YouTube channel reached 369.5 million, a 9.3% increase on last year. In total, the platform saw 60.7m unique viewers.
According to the EBU, the impact on other social platforms was also impressive. Eurovision content on TikTok accounted for 748.5m video views (+3% on 2024) while there were also 969 million views on Instagram (Reels, Posts and Stories). Facebook also saw strong growth, with 161m views, while there were also impressive metrics for WhatsApp and Reddit. The Official Eurovision Song Contest Podcast, now in its 4th season, reached over 1.5m plays across platforms (+25% vs. 2024).
Martin Green, director of the Eurovision Song Contest, said: “This year’s Eurovision Song Contest has once again demonstrated its extraordinary power to unite millions across continents through the joy of music and shared celebration. In a fragmented media landscape, the ESC stands out as a unique global moment—bringing viewers back to live television, while simultaneously thriving across digital platforms and reaching new generations in new ways.”
