• Loading stock data...
Wednesday, October 15, 2025

Report: Women’s Sports Viewership, Interest Continue to Surge

  • Sports fans say they are watching more women’s sports than they used to over the past five years (30%) and over the past year (25%).
  • The increased interest is at least in part due to broadcaster investment.
Brad Mills-USA TODAY Sports

Women’s sports are winning over a lot of fans — but they still have a long way to go to reach something close to parity with the men’s games, according to a new study from National Research Group.

Per NRG’s Leveling the Playing Field report, 30% of sports fans say they are watching more women’s sports than they used to over the past five years, while 25% say they are watching more over the past year.

Those figures are both over double the number that say they are watching less women’s sports than they used to (13% and 12%, respectively).

NWSL Championship Draws League Record Viewership

A record 915,000 watched the Portland Thorns claim their third title.
November 1, 2022
  • Much of that growth is being driven by younger generations, as 39% of Gen Z and 29% of Millennials say they are watching more women’s sports over the last 12 months.
  • Additionally, 40% of Black fans and 32% of Hispanic fans are watching more over the same time period.

The increased interest is at least in part a result of investment from media companies.

When asked why they watch more women’s sports, 41% said that it was because there are more women’s sports being broadcast.

In turn, the value of women’s sports broadcast rights in the United States grew from $36.9 million in 2021 to $47.7 million in 2022.

Women’s Soccer Is Growing and Drawing More Investors

Clubs’ commercial revenue increased 33% year-over-year.
October 31, 2022

However, even as their attitudes on women’s sports have begun to change, few fans are ready to fully commit their time and money to them.

  • Only 21% of sports fans actively follow any women’s sports leagues and only 9% say they’d be willing to pay to watch a women’s game.
  • By comparison, 66% of fans would be willing to spend money on a men’s game.
  • Additionally, the average U.S. sports fan would be willing to spend a maximum of $56.67 on a piece of branded men’s sports merchandise, but only $28.40 maximum for women’s sports.
  • 42% say they would never consider buying a piece of women’s sports merchandise regardless of price.

All of this said, fans are ready to keep supporting the women’s sports movement — as long as the proper investment is still there: 60% of fans believe sponsors should invest more money into women’s sports.

Further, 85% — including 79% of men — say it is important for women’s sports to continue growing in popularity.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 14, 2025; Birmingham, AL, USA; Arkansas Razorbacks head coach John Calipari talks with the media during SEC Media Days at Grand Bohemian Hotel.

SEC Coaches Sound Off on NIL, Revenue-Sharing: ‘Upside Down’

John Calipari doesn’t want to become “transactional.”
exclusive

WNBA’s Fire Prematurely Announce Head Coach Hire on LinkedIn

Portland is expected to hire Alex Sarama from the Cavaliers, FOS confirmed.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
Apr 4, 2025; Tampa, FL, USA; South Carolina Gamecocks head coach Dawn Staley reacts during the first quarter in a semifinal of the women's 2025 NCAA tournament against the Texas Longhorns at Amalie Arena.

Dawn Staley Says NBA Far From Ready to Hire a Female Head..

South Carolina’s women’s basketball coach interviewed with the Knicks.

Featured Today

Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier
October 5, 2025

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
MLS

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Mar 5, 2023; Dallas, Texas, USA; A view of the NBA logo and NBA app logo and basketballs in front of the base during warms up before the game between the Dallas Mavericks and the Suns at the American Airlines Center.
October 13, 2025

NBA Will Take Over League Pass After WBD Divorce

The league now has full operational control of those media assets.
Aces
October 10, 2025

WNBA Finals Most Viewed In 25 Years Despite Possible Aces Sweep

Games 2 and 3 have averaged more than 1.2 million viewers.
Spectrum
October 10, 2025

ESPN Streaming Service at Core of New Spectrum Plan

The No. 1 U.S. distributor further blends linear and streaming TV.
exclusive
October 10, 2025

Alyssa Lang Joins ESPN NBA Sideline Reporter Ranks

Lang has been a host and reporter for ESPN and SEC Network since 2018.