Active audience by country, generation and gender
About 75% of the active audience was in the United States and about 25% was international. The Dominican Republic, Canada, Brazil and Nigeria lead the international share. Millennials make up about 54% of the audience and Gen Z about 36%. About 80% are male and about 20% female.
Brands the Finals active audience follows
Among endemic brands Nike leads, followed by Jordan and New Era. Among non-endemic brands Apple leads, followed by Google and Ray-Ban. A luxury layer with Gucci and Louis Vuitton sits inside the premium New York audience.
Four rooms inside one Finals active audience
Felton read the active audience as one core with four rooms. The League carries the full US-led scale. The New York Knicks room is the most female and the warmest at scale. The San Antonio Spurs room is the youngest and most global, carried by Wembanyama. A star player's own page is the smallest room and the warmest in the study.
In the full report
Six figures from the PDF. Three are open; the other three come with the full study.
Method
- Period
- 1 to 15 June 2026 (15 days)
- Channels
- 7 channels on Instagram, X, YouTube and TikTok: the NBA, the New York Knicks, the San Antonio Spurs and four players' own accounts.
- Active audience
- 130K+ people profiled from public interactions.
- Scope
- Instagram, X, YouTube and TikTok read on one model. Each person is read for demographics, 25+ emotions and brand affinity.
- Extraction
- Data extracted June 16, 2026 [17:11] WEST (UTC+1)
Disclaimer. Data was captured by our system on the date and at the times indicated. Profiles, posts, comments and other indicators reflect the information available and accessible at that moment or the sizing of the defined sample, for analysis purposes. They may not correspond to all activity in the period. Removed content, deleted comments, deleted or private accounts and platform API limits are not taken into account. Extractions carried out at different times may produce different values.
Questions
What is the active audience in this study?
The active audience is the set of real people who interacted publicly with the channels studied. In the 2026 NBA Finals Felton profiled 130K+ people for demographics, 25+ emotions and brand affinity. See active audience.
Which channels and period does the study cover?
7 channels on Instagram, X, YouTube and TikTok over 15 days, from 1 to 15 June 2026: the NBA, the New York Knicks, the San Antonio Spurs and four players' own accounts. Data was extracted on June 16, 2026 [17:11] WEST (UTC+1).
Does Felton run this kind of study for other brands?
Yes. Felton Audiences reads the active audience of any brand, team or organization with a large social audience. .
