🇬🇧 vs 🇺🇸 Spice Girls fan study

Zurich, May 20, 2025 – 

A new study by Sumissura, the global custom women’s suits brand, compares Spice Girls fandom in the United Kingdom versus the  United States.

The analysis, led by Sumissura Marketing Lead (and Spice Girls superfan) Nancy Peyer, is part of the brand’s global “Spice Bosses” campaign that celebrates the Spice Girls’ legacy with modern professional flair (see Sumissura’s “What Spice Boss Are You” blog).

This transatlantic fan showdown reveals that the Spice Girls’ appeal remains strong on both sides of the pond, with each country claiming certain bragging rights- 

🇬🇧 UK

→ 22.3% of total followers

→ approx. 426,000 accounts

🇺🇸 USA

→ 23.7% of total followers

→ approx. 426,000 accounts

📌 A near tie – highlighting the Spice Girls’ lasting influence at home and across the Atlantic.

London takes the lead in terms of fans listening to the group.

🇬🇧 UK

 Top City: London

Monthly Listeners: ~195,000

📍 #1 city globally for Spice Girls streams

🇺🇸 USA

 Widespread audience across cities

Chicago → ~71,000

Los Angeles → ~64,000

​New York → ~57,000

📍 7 U.S. cities in global Top 50

The United States and the United Kingdom are virtually tied in Spice Girls popularity.

🇬🇧 UK

- Origin of the “Girl Power” movement

- Top 5 cities for Google searches are all British

- Strong ongoing interest from local fans

🇺🇸 USA

- Nearly equal presence on social media platforms

- High streaming and follower numbers

- Wide, active fanbase across multiple cities

📌 Shared Legacy
Rather than competition, the data shows a complementary transatlantic fanbase — both countries continue to fuel Spice Girls nostalgia.

- Spice Girls fanbase revealed: 82% Female and dominated by millennials

- Millennial Spice: 70% of Spice Girls’ Instagram Fans Are Ages 25–44

The Spice Girls promoted "Girl Power" in the '90s and still have a strong female fan base in 2025, with women driving their fandom online.

Gen Z is enthusiastically engaging with Spice Girls content, even though many weren't born during the group's 1990s heyday. They are discovering hits like "Wannabe" and "Spice Up Your Life" through YouTube and nostalgia-themed content.

So why does the Spice Girls phenomenon remain so female-focused after all these years? Cultural commentators point to the group’s message of empowerment and friendship that resonated deeply with young women in the 90s. Those fans, now in their late 20s to early 40s, have carried that love into adulthood.

As whispers of a 2026 Spice Girls reunion world tour gather momentum, one question keeps popping up in forums and fan groups: “Where should they go?” Our study has sketched a hypothetical “Return of Girl Power” Tour that aligns perfectly with where the band’s legend burns brightest.

🌍 1. From London to Lagos: Spice World is now truly global. TikTok has spoken—and the Spice Girls are trending in Nigeria, South Africa, and the Philippines. Who needs a world tour when you're already running a full-on international pop empire from people’s phones?

🧑‍🎤 Gen Z knows all the words to "Wannabe" - not ironically. 42% of Spice Girls' YouTube subscribers are 18-24, born after "Spice World" but still know the dance moves from the "Stop" video. Girl Power meets Algorithm Power.

💅 3. 80% of their IG followers are women: It’s not just a fandom, it's a sisterhood. The Spice Girls continue to be a female-led movement with support from Millennial and Gen Z women, showcasing lasting influence.

🌆 4. Chicago Beats NYC and LA in Spice streams.  America’s top streaming city isn’t the coasts—it’s Chicago, clocking in at ~71k monthly listeners. The Midwest has impeccable taste (and possibly the highest concentration of “Girl Power” playlists per capita).

🔍 5. Google Search Queen: Leeds is obsessed. Leeds ranks #1 globally in Google searches for “Spice Girls.” Not London. Not New York. Leeds. Someone investigate—there may be a secret underground Spice Girls museum we don’t know about.

🇦🇺 6. Australia Is basically the sixth Spice Girl. Sydney and Melbourne take the #2 and #3 global spots in Spotify listeners. If there’s a 2026 tour, they’d better budget for extra glitter and Vegemite.

📊 7. Not Just a comeback—A platform takeover streaming? check. YouTube? Check. TikTok? Definitely. Google? Still hot. Instagram? Stronger than ever. This isn’t a nostalgia act—it’s a digital rebirth, rebranded, restyled, and ready for virality.

Sumissura is celebrating its "Spice Bosses" campaign by merging fashion and fandom, transforming the Spice Girls into modern business icons in a blog feature called "Discover your Spice Boss." 

Hungry for more? We invite journalists to delve deeper into the data. We’re ready to share the full datasets, venue-specific estimates, and custom infographics to make your readers believe in data-fueled destiny—and the return of Girl Power. 

Press Contact:
 Raquel Rodriguez
 Senior PR Manager, Sumissura
 raquel@hockerty.com.