Professional Bull Riding: The Eight-Second Phenomenon Dominating TikTok

Professional Bull Riding (PBR) seems tailor-made for TikTok. It’s swift, intense, and always captures attention. Within a mere eight seconds, a competitor—equipped with gloves, a vest, and helmet—jumps onto a bucking bull, gripping with one hand and both legs, striving to hold on long enough to outlast the timer. If they make contact with the bull using their free hand, they are disqualified. This event tests endurance, flair, and boldness, all in a moment that can be easily missed. It’s no surprise that it’s become a viral sensation.

Once the ride concludes—whether the rider is unseated or successfully reaches the buzzer—the clips are shared immediately. It has evolved beyond mere sport. It’s now content. And it’s accumulating millions of views.

PBR’s TikTok Surge

In 2025, PBR has experienced remarkable growth across social media platforms, particularly TikTok. Since January, the league has gained 650,000 new followers—just short of the total growth experienced in all of 2024. With 2.9 million TikTok followers and counting, PBR is now a significant force in the online landscape. Mitch Ladner, PBR’s social media director, attributes this increase to younger demographics, especially those between 18 and 35.

“We’ve noticed a tremendous increase in our followers across all platforms, but TikTok and Instagram have been particularly powerful,” Ladner shared with Mashable. “This is largely thanks to a younger audience.”

Cowboy Culture, Redefined

Once seen as an emblem of traditional Americana, cowboy culture is being reshaped by Gen Z. From Beyoncé’s Cowboy Carter album to traditional wife influencers rocking prairie dresses, the cowboy lifestyle—now referred to as “cowboycore”—has evolved into a way of life that crosses political divides.

At PBR gatherings, this blend of cultures is evident. You’ll find Chappell Roan and Morgan Wallen’s music in the same playlists. Influencers snap photos with livestock as athletes put their lives on the line in the arena. The cowboy has transformed from a historical figure into a vibrant symbol of American identity, subject to various interpretations.

While the cowboy figure is often regarded as distinctly American, its origins are more varied. The beginnings of cowboy culture draw from Spanish and Mexican vaquero customs. By the late 1800s, approximately 25% of cowboys in the American West were Black. Unfortunately, these facts have frequently been overlooked in favor of a sanitized, colonial narrative.

“If you asked individuals around the globe to identify what an American looks like, many would point to a cowboy,” stated Joshua Garrett-Davis, the curator of Western American History at the Autry Museum. “It’s a shorthand for America, despite not being historically precise.”

Cowboycore’s Complex Politics

As Gen Z adopts cowboycore, its associated politics become increasingly intricate. A recent Yale survey revealed that while voters aged 22-29 tend to lean Democratic, those aged 18-21 predominantly favor Republicans—a striking 18-point difference within one generation. Yet, cowboycore isn’t confined to a single political stance. It’s a cultural arena where contradictions flourish.

Consider Chappell Roan’s queer country hit “The Giver,” which reached the top of Billboard’s Hot Country Songs chart. Or Stud Country, a rising queer line-dancing event in major urban centers. Celebrities like Bella Hadid and Pharrell Williams are also embracing cowboy style, with Pharrell pointing out that cowboys “look like us—they look Black, they look Native American.”

Conversely, traditionalist influencers like Hannah Neeleman (aka Ballerina Farm) romanticize ranch life for an audience of 10 million Instagram followers. PBR itself navigates a delicate line. CEO Sean Gleason asserts that the organization is apolitical, although its past experiences include sponsorship from the U.S. Border Patrol and a public commitment to honor the national anthem during the Kaepernick protests.

“If expressing love for your country and respecting your veterans is political, then I suppose we are political,” Gleason remarked. “But that’s been our stance from the beginning.”

And even though PBR is often perceived as an American institution, its leading competitors come from all corners of the globe. Of the top 25 riders in 2025, only 10 are American. Fourteen hail from Brazil, and one is from Australia.

The Revival of Americana in Uncertain Times

Historically, nostalgia for cowboys tends to rise during times of national instability. In the 1980s, amidst economic challenges and cultural turmoil, Ronald Reagan—“the California cowboy”—surfaced during a period of Western revivalism. Country music thrived, and whitewashed Western films became popular. The cowboy was emblematic of stability and resilience.

Currently, amid political division and cultural change, the cowboy is