A study carried out by Footballco, one of the world’s leading sports media companies, has revealed that YouTube is the most popular place for fans of women’s football to get their content.
The 2,291 respondents for the study came from the UK, USA, Australia, Brazil, Egypt, Germany, Japan, Netherlands, New Zealand, Saudia Arabia and the United Arab Emirates.
48% of the respondents said that they use YouTube to access women’s football content, with Facebook and Instagram also proving to be popular platforms among fans.
Here is a full breakdown of the study’s findings.
- YouTube: 48%
- Facebook: 42%
- Instagram: 42%
- TikTok: 37%
- Twitter: 35%
- WhatsApp: 31%
- Snapchat: 29%
- Twitch: 27%
- Pinterest: 27%
- Telegram: 26%
It is worth noting, however, that women aged 18-24 favour Instagram (55%), while TikTok (51%) and YouTube (49%) round out the top three for that particular age group.
YouTube’s popularity among football fans has skyrocketed in recent times, thanks largely to DAZN’s coverage of the UEFA Women’s Champions League (UWCL), which has smashed viewership records this season.
Morgan Brennan, head of Footballco’s women’s football media brand Indivisa, said:
“What we’re seeing here is the importance of a connection to players for fans of women’s football.
“Brands can, and in some cases already are, recognising that working with female players should go beyond them holding or endorsing a product. The brand and the content around it should provide a story that fans can relate to and, if possible, connect to a cause that’s relevant to players and fans.
“This point was demonstrated in the report, with 56% of fans saying that would think more favourably about brands that sponsor their favourite female players, increasing to 76% with superfans.”
There is no denying that women’s football is growing at a rapid rate, with world-class players, top-level coaches and elite female pundits all playing their part.
Thanks to groundbreaking deals such as DAZN’s partnership with the UEFA Women’s Champions League and Sky Sports’ affiliation with the Women’s Super League (WSL), the sport will only continue to develop.
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