This is the first article in a reporting and analysis series on the YouTube performance of football properties, created in collaboration between SFS and BuzzMyVideos.

In the first five months of 2025, the digital activity of Premier League clubs on YouTube has shown dynamics strongly influenced by sporting performances and seasonal events, with May confirming itself as a key month to understand the connection between on-field results and online visibility.

At the top of the overall rankings is once again Liverpool, which has consistently led in both total views and new subscribers. In May alone, the Reds accounted for over 14% of the league’s total views, thanks to their continued production of engaging content and the enduring appeal of the team off the pitch. This consistency was also rewarded in terms of subscribers, where the club recorded a monthly growth of +0.88%, the highest figure for the period.

Behind them, Manchester United remains one of the most-followed clubs, supported by a vast fanbase and a steady stream of both historical and current content. In May, United increased its subscribers by 0.3%, while views remained more stable compared to April.

However, it was Chelsea that truly captured attention in May, registering a 133% increase in views—one of the sharpest spikes of the season. The London club capitalized on winning the Conference League, as well as the success of their women’s team, which triumphed in the FA Cup, thus fueling a positive and engaging narrative. A similar case was Tottenham, which recorded the largest relative jump with a +492% surge in views from the previous month, driven by their Europa League victory and a spike in international interest. This momentum was also reflected in subscriber numbers, marking a significant increase and indicating renewed global attention.

Also noteworthy was Manchester City, which saw a 111% rise in views in May, mainly due to their FA Cup Final appearance. The narrative around a “record-breaking season” and expectations for a potential domestic double boosted their digital numbers. However, their growth in subscribers lagged behind other top clubs, possibly signaling audience saturation or less editorial momentum compared to competitors.

Brighton & Hove Albion also delivered a standout performance, recording a 146% increase in views in May compared to April. This surge was largely attributed to the viral success of two videos featuring their dramatic 3-2 win over Premier League champions Liverpool, which collectively drew in over 1.8 million views. It demonstrates how even mid-table clubs can generate significant spikes in digital engagement through timely and emotional content.

On the opposite end, significant negative trends were observed. Aston Villa, following their elimination in the Champions League semi-finals, experienced a drop in views of nearly -78%. Similarly, Nottingham Forest lost 45% of its views compared to the previous month, likely due to a lack of compelling stories or major events to highlight. Ipswich Town and Southampton also consistently ranked among the lowest-performing clubs, both in terms of views and subscriber growth, demonstrating how much sporting results impact digital relevance.

In contrast to expectations, Leicester City emerged with a surprising +221% increase in views in May, thanks to targeted content celebrating Jamie Vardy and the club’s promotion back to the Premier League. West Ham also posted a strong +314% performance, driven by excitement around the final matches of the season and a well-executed publishing strategy. In both cases, it’s clear how emotional storytelling and fan connection can significantly impact online performance.

In terms of subscribers, alongside Liverpool, both Manchester City and Aston Villa stood out, with +0.94% and +0.56% growth in May, respectively. These numbers confirm that engagement is not solely tied to monthly results, but also to consistent planning and the ability to build long-term audience loyalty. Tottenham and Newcastle United, though with lower absolute volumes, recorded strong relative growth in new subscribers, benefitting from well-constructed social campaigns.

In summary, the analysis of the first five months of 2025 highlights a digital ecosystem increasingly tied to sporting narratives, where European success and emotionally resonant stories make all the difference. May proved to be a turning point for many clubs, dramatically shifting previous trends and opening new digital horizons. Those who successfully connected performance with storytelling—like Chelsea, Tottenham, and Brighton—were rewarded in metrics, while other historic clubs—despite their large followings—now face the challenge of content innovation to remain competitive in an increasingly global and digitally driven Premier League.