Kylie Kelce is on top. Understanding her 'everywoman' appeal.

Kylie Kelce kicked off her podcast Not Gonna Lie talking about her ill-fitting pants. “This week I had to officially switch to maternity jeans because the hair tie holding my pant button together was no longer cutting it. It’s officially that stage of the pregnancy,” said the mom, who recently announced that she and husband Jason Kelce, former center for the Philadelphia Eagles, are having their fourth daughter. “Well, now that that’s out in the open, let’s start this podcast.”

In the show’s debut episode on Dec. 5, Kylie, who talks straight to the camera with kids’ art displayed behind her, went on to discuss parenting three daughters while expecting and navigating her accidental leap into the limelight alongside her spouse, who, in his first NFL season post-retirement, is “busier than ever” working on ESPN’s Monday Night Football. “I decided to do a podcast because at the end of the day, I tried to stay quiet and sort of do the Homer Simpson roll back into the hedge and nobody was allowing it,” she said. “If you’re going to talk about our family, you’re going to talk about me, [so] you might as well hear it from me.”

And with that, the 32-year-old dethroned Joe Rogan and became the top podcast on both Apple and Spotify in one fell swoop.

But even after deciding to start a podcast, she didn’t anticipate so much interest. “You guys were, again, way too nice about this show. It absolutely blew my mind that you guys were able to get Not Gonna Lie to the No. 1 spot on Apple and Spotify,” said Kylie in the second episode, released Thursday. “I’m still in disbelief about that.”

Kylie maintains her top spot on Spotify’s podcast charts as of publish, which the company tells Yahoo Life is updated daily. So what is it about her that the masses find so appealing? “She projects the ‘everywoman’ archetype, representing authenticity and approachability,” psychologist Pamela Rutledge, director of the Media Psychology Research Center in Newport Beach, Calif., tells Yahoo Life.

How did Kylie Kelce rise to the top?

Kylie was born and raised in a Philadelphia suburb. She attended Cabrini University, where she played field hockey and went on to coach the sport, including at Lower Merion High School (Kobe Bryant’s alma mater), where she is still employed. Kylie and Jason met on Tinder. Despite being raised in Eagles territory, Kylie didn’t know that Jason, who was on his fifth NFL season at the time, was on the team when they initially matched on the dating app.

As Jason’s career flourished, the media started paying attention, and he was followed both on and off the field during the 2022 football season for a documentary on Prime Video. The film ended with the “Kelce Bowl,” when he and his brother, Travis Kelce, became the first siblings to face off in the Super Bowl. The main players in the brothers’ personal lives — including Kylie and their mother, Donna — received massive attention as a result.

Kylie specifically stood out for attending games alongside her obstetrician while 38 weeks pregnant. It’s this moment that, if you were looking to pinpoint one, catapulted Kylie from public school coach to undeniable celebrity.

“The Kelce family celebrity is greater than the sum of its parts. The activities and fame of each person and platform add to the whole, creating a halo effect,” says Rutledge. “The athletic achievement, big personalities, humor, authenticity and a series of high-profile, media-friendly events have combined to take the Kelces' fame to the level of cultural relevance.”

Kylie’s fame takes on a new height

Kylie’s appearances on Jason and Travis's podcast New Heights were her entrance into the public consciousness, according to Rutledge, like when Kylie went on to talk about her and Jason’s proposal or joked about not trusting Jason to babysit their own kids. She also was praised for her comments on his dance moves at a Super Bowl afterparty. She garnered goodwill during those cameos because she didn’t subscribe to the stereotypes of WAGs, says public relations expert Kimberly Jefferson. “[Kylie]’s not defined solely by her relationship. She’s unapologetically herself, whether she’s poking fun at Jason in a podcast appearance or sharing candid family moments on social media. Kylie also brings a unique perspective as the wife of an athlete who’s deeply connected to the Philly fan base, which feels like an extension of her community,” Jefferson tells Yahoo Life. “She’s relatable but aspirational — real enough to connect with everyday women but dynamic enough to inspire them.”

And, of course, the Taylor Swift effect can’t be overlooked. Once the superstar singer started dating Kylie’s brother-in-law Travis, their collective celebrity grew. “Taylor Swift has brought many women into the Kelce universe, including me, and we’re inherently loyal people,” says Jefferson. “So now, Kylie feels like one of ours. She offers an authentic glimpse into the life of the Kelce family.”

The way she uses her celebrity matters

Kylie is far from the only WAG who has received such praise and attention. But while so many have grown social media followings for their proximity to the most famous athletes in the world, affording a look into the unique nature of their lives or even their fashion, Kylie has created a community of her own through her evident commitment to family and philanthropy.

“She has decided to embrace [her celebrity] to promote the things she cares about,” including women’s sports, says Rutledge. For her 2.3 million followers on Instagram, she posts paid collaborations with brands who count on her likability to connect with consumers, while also working closely with the Eagles Autism Foundation to raise hundreds of thousands of dollars to fund research and resources for autism.

She also doesn’t conform to other pressures that come with notoriety. Rutledge says, “Despite her Instagram-worthy good looks and adorable children, she appears down to earth, wearing white chucks, jeans, and tees and talking about how she had no business being in places like the Milan Fashion Week.”

And although so many of us don’t know Kylie personally, she does a really good job of making people feel like they do. “Her direct style on camera enhances the sense of knowing,” says Rutledge. “Eye contact, casual language, humility and authenticity increase the likelihood that fans will develop parasocial relationships, feeling that they know Kylie and experience her as a friend and feel part of the inner circle.”

Really, the continued response to her podcast says it all. “It’s so refreshing to have a podcast that is so relatable!” one listener commented on Thursday’s video episode on YouTube. “You are such an amazing role model for young women and deserve all the congratulations for your new podcast.”