The news cycle has seen a wide range of memorable events and major news stories, from Taylor Swift’s unstoppable rise and the Paris Summer Games to strange weather patterns, the premieres of Deadpool & Wolverine and Dune, and significant elections.
Taboola monitors have put together a snapshot of the full readership categories and the top stories that defined audiences, breaking down top topics both in the US and globally and providing a comprehensive view of what captured readers’ attention.
The analysis accounts for hundreds of millions of views by readers of news articles on the Taboola publisher network worldwide from January 1 through November 12.
Global Topics
Top Athletes
NBCUniversal reported that viewership for the Paris Games, led by NBC and Peacock, rose by 82% increase compared to the 2020 Tokyo Games, with an average of 30.4 million viewers and the Opening Ceremony attracting 28.6 million, the most since 2012.
When it came to the most-read-about athletes globally, the top five on the Taboola list did not compete in the Summer Games—proving the worldwide interest in different types of sports and teams.
Shohei Ohtani, star Japanese baseball player for the Los Angeles Dodgers (and 2024 World Series Champions) came in at first place with the most global pageviews totalling over 1.9 billion. Taboola’s readership data revealed Japan had more online interest in the World Series than the US, as a result of widespread support for Ohtani and the Dodgers.
Top Athletes by Pageviews:
Top Musicians
Taylor Swift leading the top pageviews for musicians comes as no surprise. Ramping up in 2023 and continuing throughout 2024, Swift proved to be unstoppable and dominated the news cycle for her new album, “The Tortured Poets Department,” worldwide tour and movie, high-profile relationship with Kansas City Chiefs tight end, Travis Kelce, and ongoing “Easter Eggs” unveiling new surprises to her fans.
Taylor Swift
Top Musicians by Pageviews:
Top Movies
Inside Out 2 was the biggest money-maker of 2024, according to IMDB. However, Deadpool & Wolverine was the most-read-about movies this year, generating over 563 million pageviews according to Taboola. It featured action-packed sequences, irreverent humour, and countless cameos that paid homage to the wider superhero universe
This film revitalised the genre by embracing the chaos and self-awareness that defined its characters, something that many have claimed the superhero movie industry has been lacking in recent years. It also sparked widespread discussion on social media, it generated excitement and engaged fans in a meaningful way demonstrates how even within an established genre, there’s still room for innovation.
Timothée Chalamet
Top Movies by Pageviews:
Top Health Trends
Sleep was the most-read-about global health trend in 2024, racking up over 1 billion pageviews. While this is #1 on our list, it’s worth noting that 50% of the top trends are exclusive to women, highlighting the current state of health interest.
Taboola cited McKinsey research that suggested sleep is consistently the second highest health and wellness priority among consumers—and also the area where consumers feel like they have the most unfulfilled needs. With the rise of wearable technology, global interest in science-backed podcasts like those led by Andrew Huberman, and health studies focused on sleep—including an October 2023 study published by The Lancet, which pushed for a global call to action on sleep health—the importance of sleep and its connection to all aspects of health has become top-of-mind.
Top Health Trends by Pageviews:
According to data in the US:
Top People in Business
The richest person in the world—Elon Musk, with a net worth of $US263 billion—is the most-read-about person on Taboola’s list of business figures, with over 1 billion pageviews. Musk’s diverse business ventures, spanning electric vehicles, space exploration, AI, neurotechnology, and social media, have solidified his position as one of the most influential people globally. Additionally, his recent association with President-elect Donald Trump’s upcoming presidency has only increased his public visibility.
Elon Musk
Top People in Business by Pageviews:
Top TV Shows
Hacks was the most read about TV show, amassing 102.6 million pageviews. Starring Jean Smart, the show combines smart, character-driven writing with strong performances and offers a fresh perspective on the comedy world. It sheds light on an unlikely, special friendship between comedian Deborah and LA writer Ava, despite their nearly 45-year age gap.
Left and right: Hannah Einbinder and Jean Smart in Hacks
Top TV Shows by Pageviews:
Top Award Shows
Among the many popular awards shows hosted throughout the year, the Oscars dominates as the most-read-about, with a staggering 643.7 million pageviews. This year’s Oscars is remembered for a series of unforgettable moments, from the playful Barbenheimer banter between Emily Blunt and Ryan Gosling, which sparked widespread buzz and memes, to Jon Cena’s bold outfit when presenting the Best Costume Award (hint: it didn’t involve clothes).
There were also standout performances by Ryan Gosling, who brought his signature charm with “I’m Just Ken,” and Billie Eilish, whose hit “What Was I Made For?” captivated the crowd. Jimmy Kimmel’s Donald Trump roast, which had everyone talking the morning after, added political satire to the event. Additionally, heartfelt acceptance speeches from Emma Stone, Da’Vine Joy Randolph, and Robert Downey Jr. captured the emotional highs of the night.
Top Award Shows by Pageviews:
As the new year quickly approaches, these stories are likely to remain of great interest to readers across the country, as evidenced by Taboola’s data. In addition to covering fresh stories in 2024, publishers should consider revisiting these topics when planning their content for the year ahead.
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Top image: Taylor Swift, Timothée Chalamet in Dune, Elon Musk