Felton Research

Audience studies by Felton

Original studies on the people who interact with brands, organisations and culture on Instagram, TikTok, YouTube and X. Each one shows who showed up, what they felt and which brands live in their world.

3 key findings#05

0154.6%

54.6% of the TAV generated by @nflbrasil posts on Instagram and TikTok from September 21 to 29, 2026 came on Sunday the 27th (game day), according to Felton.

0246%

Women made up 46% of the people who interacted with @nflbrasil on TikTok in the NFL Rio Game week (September 21 to 29, 2026), compared with 20.4% on Instagram, according to Felton.

032,500+

Neymar was the second most mentioned name in comments on @nflbrasil posts in the NFL Rio Game week (September 21 to 29, 2026), with 2,500+ mentions behind only Lamar Jackson (3,100+), according to Felton.

Latest#05 · Sport · Sep 2026

NFL Brasil at the NFL Rio Game

Who interacted with @nflbrasil on Instagram and TikTok in the week of the game at the Maracanã.

75.3%of the people who interact on @nflbrasil's Instagram are in Brazil.

All studies

5 studies

3 key findings#04

0149.7%

In the 7 days to September 25, 2026, 49.7% of the active audience's reactions to the proposed betting ban on 20+ Brazilian media channels on Instagram were against the bets and 17.9% in favour, according to Felton.

0278.5%

Men were 78.5% of the active audience against the bets and 57.8% of the audience in favour, in the Instagram debate on Brazil's proposed betting ban in September 2026, according to Felton.

0311.1%

Inconsistency and electioneering was the reason most often given in the Instagram comments on Brazil's proposed betting ban (11.1%), ahead of vote and electoral contest (6.7%), in September 2026, according to Felton.

#04 · Media & Society · Sep 2026

The Bets Debate

How the active audience of 20+ Brazilian media channels on Instagram reacted to the proposed ban on online betting companies.

49.7%of the active audience's reactions were against the bets.

3 key findings#03

010.3%

The eight days of GTA VI leaks (18 to 25 August 2026) produced 0.3% of the month's 330,690 high-intent actions, according to Felton. The six days from Rockstar's statement onward produced 73.5%.

02$155,725

In the eight-day leak window of August 2026, GTA VI generated $155,725 in True Audience Value against $90,342 expected at the franchise's normal rate, according to Felton.

034.5 → 7.0

Rockstar's Community Trust Score on Instagram hit 4.5 on 23 August 2026 (day six of its silence) and peaked at 7.0 on 28 August after the GTA VI Extended Look premiere, according to Felton.

#03 · Gaming · Aug 2026

The leak that built the premiere

How the August 2026 GTA VI leak moved trust, value and intent across Rockstar's channels and a third-party leak account.

0.3%of August's high-intent actions came from the eight leak days.

3 key findings#02

01$107.0M

Cristiano Ronaldo's 59 posts generated $107.0M in True Audience Value during the FIFA World Cup 2026 (June 4 to July 20), 54% of the study's total, according to Felton.

0289%

Instagram concentrated 89% ($175.6M) of the $196.5M in TAV generated by the active audience of the Seleção, Cristiano Ronaldo, A Bola and RTP between June 4 and July 20, 2026, according to Felton.

03−63%

Daily TAV of the Portuguese World Cup ecosystem fell 63% after Portugal's elimination, from $5.1M per day (June 4 to July 6) to $1.9M per day (July 7 to 20, 2026), according to Felton.

#02 · Sport · Jun to Jul 2026Felton × Nossa

How Portugal moved.

How the active audience of the Seleção, Cristiano Ronaldo, A Bola and RTP moved across 47 days of the World Cup.

54%of the $196.5M in TAV came from CR7, with 59 posts (0.7% of the content).

3 key findings#01

01130K+

According to Felton, the active audience of the 2026 NBA Finals reached 130K+ people across 7 channels on Instagram, X, YouTube and TikTok in 15 days of June 2026.

02~75%

About 75% of the active audience of the 2026 NBA Finals was in the United States, with about 54% Millennial and about 80% male, according to Felton.

03117.9M

In 15 days of June 2026 the 7 channels of the NBA Finals gathered 117.9M likes, above the 113.4M of the 62-day FIFA Club World Cup, according to Felton.

#01 · Sport · Jun 2026

NBA Finals 2026

Who interacted with the 2026 NBA Finals on Instagram, X, YouTube and TikTok over 15 days in June.

130K+people in the active audience, read over 15 days.

Inside every study

What every Felton study reads

Any brand, organisation or topic. Any period.

01
Who they are
Gender, generation, age, location, lifestyle and interests of the active audience.
02
What they feel
25+ emotions, sentiment and toxicity across the whole period.
03
What they talk about
The topics, arguments and public figures that come up in the conversation.
04
Which brands live in their world
Brands, clubs, products and people detected around each person.
05
Personas and overlap
Personas built from the active audience and the overlap between channels.
06
How loyal they are
Community Trust Score: the health and loyalty of the community over time.
07
What they are worth
True Audience Value: the value of the active audience reached, by channel and by post.

See Felton Audiences on a study like these

A 20-minute walkthrough of the platform with live data.

Audience studies by Felton

NFL Brasil at the NFL Rio Game

All studies

The Bets Debate

The leak that built the premiere

How Portugal moved.

NBA Finals 2026

What every Felton study reads

Who they are

What they feel

What they talk about

Which brands live in their world

Personas and overlap

How loyal they are

What they are worth

See Felton Audiences on a study like these