Spice Girls Global Fan Study

Zurich, May 20, 2025 – Sumissura, a Swiss-based brand specializing in custom women’s fashion, has released a new study offering fresh insights into the ongoing global fascination with the Spice Girls.

The analysis, led by Marketing Lead Nancy Peyer – herself a lifelong Spice Girls fan – draws on data from Google Trends (2020–2025), as well as streaming and social metrics from Chartmetric.

The research is part of our “Spice Bosses” campaign, which reimagines the Spice Girls as modern professional icons – bold, empowered, and styled to lead.
👉 Read the full story in our blog post

Spotify data reveals that the Spice Girls’ music continues to resonate globally — not just in nostalgic playlists, but in everyday listening habits. The Spice Girls are currently reaching over 12.1 million monthly listeners on Spotify (as of May 2025) – a 130.87% increase in just a few years.

📍 Most popular streaming cities:

Global data paints a clear picture:

82.3% of the Spice Girls’ Instagram followers are female

The core age groups are:

👉 Nearly 70% of the audience are Millennials — the generation that grew up with “Wannabe.”

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 distinctly female after all these years? Cultural commentators point to the group’s message of empowerment and friendship, which struck a deep chord with young women in the 90s. Those fans — now in their late 20s to early 40s — have carried that connection into adulthood. For many, the Spice Girls were more than a pop act; they embodied a mindset. Today, that same energy lives on — not in posters or CD racks, but in playlists, follows, and shared nostalgia across digital spaces.

In 2025, the Spice Girls are more than a nostalgia phenomenon — they are platform-specific icons, engaging with distinct audiences depending on the channel.

Here’s how each platform reveals a different side of the fandom:

📸 Instagram
Millennials dominate here (ages 25–44) — the very generation that grew up with the Spice Girls in the 1990s. Nearly 70% of followers fall into this group.

▶️ YouTube
Gen Z is in the lead: around 42% of subscribers are aged 18–24, and nearly half are under 25. YouTube is the platform of rediscovery — many of these younger fans weren’t even born when Spice World hit cinemas.

🎵 TikTok
TikTok showcases the global reach of the Spice Girls today: Beyond the USA (34%) and UK (20%), rising fan clusters appear in Brazil, the Philippines, Nigeria, and South Africa. The platform introduces the band’s legacy to new markets — with Girl Power as a viral soundtrack.

Millennials stream. Gen Z discovers.
Whether it’s Spotify, YouTube, or TikTok — the Spice Girls are celebrated in multiple ways: From nostalgic revival to first-time fandom.

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 out a hypothetical “Return of Girl Power” Tour that aligns perfectly with where the band’s legend burns brightest.

The following table shows the cross-platform fan engagement in major cities — combining Spotify streaming, Instagram following, and Google Trends search interest.

🌍 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.

💅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.

🌆 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).

🔍 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.

🦘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.

📊 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.

This analysis is part of Sumissura’s “Spice Bosses” campaign, where the Spice Girls are reimagined as modern business icons — confident, empowered, and individually styled.

It’s where pop culture meets power dressing: custom-tailored, expressive, and made for women who take up space on their own terms.

Hungry for more? We’re happy to share the full datasets, infographics, and regional insights on request.

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