Bayern Munich’s digital operation reached record levels during the 2025/26 season, generating more than 15 billion video views and 1.1 billion social media interactions as the German club expanded its global audience.
The Bundesliga champions said their combined social media following grew by around 10% to more than 220 million, highlighting the scale of Bayern’s international digital footprint.
Website and app traffic also increased significantly, with visits rising 17% year on year. Meanwhile, subscriptions to FC Bayern TV PLUS, the club’s direct-to-consumer platform, jumped 39%, pointing to growing opportunities to convert Bayern’s vast free digital audience into paying customers.
Bayern climbs global social media rankings
Instagram, TikTok and Facebook were the main drivers of Bayern’s social media growth. The club climbed from eighth to fifth in its international benchmark, moving ahead of both Paris Saint-Germain and Arsenal, who contested last season’s Champions League final.
The club’s strongest digital periods closely followed major sporting moments. April was Bayern’s biggest social media month on record, with the Champions League semi-final against PSG generating its strongest single day ever.
More than 1 million visits were recorded across Bayern’s website and app on that day, while approximately 50,000 fans tuned into the club’s live audio stream.
The digital surge came during a highly successful season on the pitch, with both Bayern’s men’s and women’s teams completing domestic doubles.
“Our digital channels have long since become a second stadium for FC Bayern, for millions of fans worldwide,” said Stefan Mennerich, Bayern’s media director.
Nikolai Kube, the club’s head of media and content, highlighted the connection between sporting performance and digital engagement.
“Sporting success and globally polarising matches such as those against Real Madrid or PSG are naturally the drivers of our strong performance development,” he said.
The figures underline Bayern’s growing ability to use major sporting moments not only to generate global reach but also to deepen direct relationships with supporters through its owned digital platforms.