February 17, 2026
STN Digital and Zoomph Unveil 2025 NFL Social Media Rankings, Revealing $1.5B+ in Social Value and a New Playbook to Win on Social
Eagles, Patriots and Steelers Lead the League as Short-Form Video and YouTube Drive Highest Media Impact
San Diego, CA — [February 5, 2026] — STN Digital, a leading social-first marketing agency in sports and entertainment, and Zoomph, a trusted media analytics and sponsorship measurement platform, today released the 2025 NFL Social Performance Report, examining how social success is being built across the NFL and where future opportunities exist.
This report analyzes how NFL teams performed across social platforms during the 2025 regular season, ranking teams by Social Value to better understand which strategies, formats, and storytelling approaches are driving the strongest measurable returns. By examining league-owned and team-owned accounts, platform performance, and the most valuable posts of the season, the report highlights the patterns separating top performers from the rest of the league.
The findings show that NFL league and team-owned accounts generated more than $1.5 billion in total social value during the 2025 regular season, as measured by Zoomph’s social value methodology, proving that team-owned content has become one of the most powerful and measurable media channels in sports.
The Philadelphia Eagles, New England Patriots, and Pittsburgh Steelers topped the club rankings as the most valuable teams on social, with the Eagles alone driving $63M+ in social value, 1.48B views and nearly 65M engagements.
“The teams winning on NFL social know a simple truth: if your stars spend most of the game wearing helmets, fans are craving the human side just as much as the highlights,” says STN Digital Founder David Brickley. “That’s why NFL social has quietly turned into a mini version of Hard Knocks daily. Mic’d up moments. Helmet-off sideline convos. Raw reactions. Celebrations. Tension. Brotherhood. Those clips show personality, chemistry, and how guys talk to each other when the moment is heavy or when everything just clicked. What we know about the sports fan on social in general, is no different in the NFL. Fans don’t just want highlights, they want access, behind the curtain, they want to be invited into the locker room, sideline and at practice. The NFL teams that won on social in the 2025 regular season leaned all the way into that strategy and it paid of (literally) in social value.”
“Social has become one of the most valuable owned media channels in sports, but value only matters if it can be measured consistently,” said Amir Zonozi, CEO and Co-Founder of Zoomph. “This data shows how NFL teams are converting content, storytelling, and platform strategy into real media value. Our goal at Zoomph is to give teams and brands reliable data they can use to evaluate performance and justify sponsorships while, and optimizing content in real time.”
Top 10 NFL Teams by Social Value (2025 Season)
- Philadelphia Eagles — $63.1M
- New England Patriots — $59.6M
- Pittsburgh Steelers — $46.4M
- Detroit Lions — $40.7M
- Chicago Bears — $37.7M
- Buffalo Bills — $35.5M
- San Francisco 49ers — $34.1M
- Dallas Cowboys — $31.6M
- Kansas City Chiefs — $29.5M
- Green Bay Packers — $28.9M
Key Findings from the 2025 Season
- Short-form and vertical video dominate: Reels and YouTube Shorts consistently delivered the highest-performing posts across every platform. Four of the five most valuable team posts of the season were short-form vertical videos, and the single most valuable league post — a YouTube Short — generated more than $3.5M in media value.
- YouTube punches above its weight: While Instagram drove 72% of total engagement league-wide, YouTube accounted for 34% of total Social Value, demonstrating that fewer, higher-impact posts can outperform volume alone.
- Helmets-off content drives emotional connection: Behind-the-scenes, mic’d-up, locker room and “day-in-the-life” storytelling outperformed traditional highlights by humanizing players and strengthening fan affinity.
- Personality wins: Mascots, memes, milestone moments, celebrity integrations and unscripted reactions generated outsized shareability and conversation, particularly with younger audiences.
The 2025 NFL Social Performance Report analyzes team-owned content across Instagram, YouTube, Facebook, and X, measuring impressions, video views, and engagements from September 4, 2025 through January 5, 2026 based on publicly available social media data.
Methodology
Social Value represents the estimated media value of an organic social post, calculated using impressions, video views, and engagements. The metric reflects the equivalent cost required to reach the same audience through paid advertising and is derived using industry-standard CPM, CPE, and CPV rates. Social Value is applied consistently across teams, platforms, and content formats to enable reliable comparison and analysis. Data for this report was derived from Zoomph’s Benchmark tool using publicly available, unauthenticated social media data for directional benchmarking and trend analysis.
About STN Digital
STN Digital is the leading social-first marketing agency trusted by the top sports and entertainment brands worldwide. STN specializes in launching brands and building highly engaged audiences through strategic storytelling and digital innovation. From social media strategy to content production and influencer activations, their expertise has helped world-class organizations establish a commanding social presence, achieve remarkable growth, and build iconic digital brands. Learn more at www.stndigital.com.
About Zoomph
Zoomph is a trusted sports and entertainment analytics platform that helps brands, sports properties, and agencies measure the impact of sponsorships and content performance across social media, broadcast, and in-venue activations using reliable performance data. Its core capabilities include AI-powered logo and asset detection and real-time, automated reporting, empowering sports properties to optimize content, benchmark performance, and drive sponsorship revenue, while enabling brands to measure sponsorship ROI across their full portfolio and optimize campaigns with real-time data. Learn more at www.zoomph.com