• Loading stock data...
Thursday, September 25, 2025

Women Now Make Up One-Third Of NBA Audience

  • Female viewers rose 23% during the 2021-22 Regular Season.
  • Overall full-season viewership rose 19% to 1.6 million average viewers.
John E. Sokolowski-USA TODAY Sports

Women are becoming an increasingly vital part of the NBA’s audience.

Full-season NBA viewership for the 2021-22 regular season rose 19% to 1.6 million average game viewers. 

But the growth of female viewers outpaced that overall average, with viewership up 23% from last season – and 11% from the 2019-2020 season. 

Women now make up fully one-third of the NBA audience. This season was the NBA’s most-watched since the 2018-19 regular season.

The Walt Disney Co.’s ABC/ESPN ($1.4B) and Turner Sports’ TNT ($1.2B) pay a combined $2.6 billion a year to televise the NBA.

This season, the NBA on ABC averaged 3.03 million viewers, up 13% vs. last season. 

ESPN games averaged 1.4 million viewers, a 17% increase. TNT games averaged 1.4 million viewers, up 13%.

The NBA’s ability to reach female basketball fans could boost rights fees as the league negotiates its next round of billion-dollar media deals this year. 

With its young, diverse audience, the NBA could draw over $8 billion annually and $75 billion overall from eager media partners.

Bidders could include tech giants like Apple and Amazon, as well as gambling heavyweights such as FanDuel and DraftKings that are morphing into media operations from pure sports betting plays. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Santa Clara

How a G League Player Was Able to Go Back to College..

Thierry Darlan will have two seasons of eligibility at Santa Clara. 

Goodell Signals Early Move on Next NFL Rights Deals As Ratings Surge

The league could begin talks on domestic media deals as soon as 2026.
opinion

9 Hosts Who Could Succeed Molly Qerim on ‘First Take’

Qerim stepped down from the high-profile host role last week.
Ace Bailey

Ace Bailey Drops Controversial Manager Omar Cooper

Bailey fell to the No. 5 pick after being projected to go higher.

Featured Today

FARMINGDALE, NY - SEPTEMBER 23: Rory McIlroy of Team Europe hits out of the rough on the first hole during the 2025 Ryder Cup at Bethpage State Park on Tuesday, September 23, 2025 in Farmingdale, New York.

Ryder Cup in New York: Record-Setting Hopes and Fan Concerns

Organizers anticipate record attendance and revenue, but worry remains about fan behavior.
FARMINGDALE, NY - SEPTEMBER 22: Cameron Young of Team USA hits his tee shot on the third hole during the 2025 Ryder Cup Practice Round at Bethpage State Park on Monday, September 22, 2025 in Farmingdale, New York.
September 23, 2025

U.S. Ryder Cup Players Will Be Paid. Not Everyone Is Pleased

Americans are receiving a $200,000 stipend, and not everyone is pleased.
Cheryl Reeve
September 21, 2025

How Cheryl Reeve Turned the Lynx Into the WNBA Gold Standard

Reeve has Minnesota six wins away from an unprecedented fifth WNBA title.
Tennessee quarterback Joey Aguilar (6) during a college football game between Tennessee and Georgia at Neyland Stadium in Knoxville, Tenn., on Sept. 13, 2025.
September 20, 2025

How Schools Are Skirting the New Salary Cap in College Sports

In the House settlement era, schools race to secure deals for players.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.
September 17, 2025

Fever Ratings Fall Without Clark, but Rest of WNBA Game 1s Surge

The Indiana Fever game drew 47% fewer viewers this year.
Sep 18, 2025; College Park, Georgia, USA; Indiana Fever forward Aliyah Boston (7) reacts as the Fever defeat the Atlanta Dream during game three of round one for the 2025 WNBA Playoffs at Gateway Center Arena at College Park.
September 19, 2025

Fever Upset of Dream Brings Ratings Boost to WNBA Semis

The Indiana Fever will face the Las Vegas Aces in the semifinals.
Sponsored

How Soccer Star Jozy Altidore Became a Buffalo Bills Owner

Jozy Altidore discusses building a business legacy off the field.
Sep 14, 2025; Kansas City, Missouri, USA; Philadelphia Eagles wide receiver DeVonta Smith (6) makes a reception defended by Kansas City Chiefs cornerback Trent McDuffie (22) during the fourth quarter of the game at GEHA Field at Arrowhead Stadium.
September 16, 2025

Eagles-Chiefs Super Bowl Rematch Sets Early NFL TV Ratings Mark

Several new milestones are established with the big early-season matchup.
exclusive
September 16, 2025

ESPN, Fox One Added 1M Sign-Ups in First 10 Days After Launch

The two high-profile streaming services have strong starts with consumers.
Greg Olsen
September 16, 2025

Greg Olsen on Tom Brady’s Raiders Role: ‘More Power to Him’

This season, the NFL has relaxed the special Brady broadcasting rules.
Jul 27, 2025; Chicago, Illinois, USA; Injured Indiana Fever guard Caitlin Clark (22) looks on from the bench during the first half of a basketball game against the Chicago Sky at United Center.
September 15, 2025

WNBA Ratings Rise 3% in 2025 Despite Clark’s Absence

Caitlin Clark played in just 13 of 44 regular-season games.