• Loading stock data...
Tuesday, June 17, 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

Tyrese Haliburton

NBA Finals Ratings Up Again in Game 4 but Still Down Overall

More than nine million people watched Games 3 and 4.
Thunder

NBA, ABC Air Finals Lineup Intros After Fan Complaints

ABC aired player intros for the first time in 12 years Monday. 
Soccer fans

Sports World Reacts to ICE Protests: ‘Immigrant City Football Club’

Angel City wore and distributed “Immigrant City Football Club” shirts Saturday.
opinion

Why Does NBA Allow Finals to Get Overshadowed by Trades?

Even ESPN, which airs the Finals, focused largely on a trade over Game 5.

Featured Today

Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.
June 11, 2025

Adam Silver Opens Up on NBA Finals Ratings, Court Decals

Adam Silver appeared on ESPN’s pregame show.
June 12, 2025

NBA Finals Ratings Rise in Game 3, but Still Trail Recent Years

The Pacers lead the Thunder, 2–1, in the Finals.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Jun 11, 2025; Oakmont, Pennsylvania, USA; General view of US Open signage on the 18th hole during a practice round for the U.S. Open golf tournament at Oakmont Country Club.
June 11, 2025

U.S. Open Still ‘Months Away’ From Signing New Media-Rights Deal

NBC’s contract with the USGA expires in 2026.
Aaron Boone
June 11, 2025

MLB’s Jomboy Deal Shows Full 180

Baseball had long fought creators or kept them at arm’s length.
June 10, 2025

French Open Ratings Up 25% in TNT’s First Year, Fueled by Finals

The men’s match peaked at 2.6 million viewers.
June 10, 2025

Disney’s Hulu Takeover Sets Stage for Deeper ESPN Integration

The ESPN parent company will pay $438.7 million to complete the transaction.