The USA Women’s National Team's recent triumph in the Olympics Gold Medal final has not only brought glory to the nation but also set a new record for viewership on NBC. The game, which saw Mallory Swanson score the winning goal against Brazil, attracted an average of 9 million viewers. This was the highest viewership for a women's soccer Gold Medal game at the Olympics since 2004.
The impressive audience turnout may have come as a surprise even to NBC. Despite not being in prime time slot and kicking off at 11 a.m. ET on Saturday, it still managed to draw millions of American supporters who watched their team claim their first Gold Medal since the 2012 London Games.
This achievement is particularly noteworthy considering that afternoon contests with a 3 p.m. kickoff usually garner better viewership numbers. Nevertheless, this victory will be proudly displayed by NBC due to its significant total audience delivery.
Factors contributing to high viewership
Several factors contributed to the high viewership of the USA Women’s National Team's Olympics Gold Medal game. One significant reason was that the United States had not participated in the Gold Medal game at either of the 2016 or 2020 Olympics, which heightened anticipation and interest among fans. In Rio de Janeiro, they fell in quarterfinals and four years later in Tokyo, they lost in semifinals. This history of near-misses increased fans' eagerness to see them reclaim their glory.
Another contributing factor was likely the timing of this year's match. Although it wasn't a prime time slot, kicking off at 11 a.m. ET on a Saturday made it accessible for those watching Olympics coverage throughout their morning routine.
Furthermore, there is an inherent expectation from fans for USWNT to win gold medals at every Olympic Games due to their strong track record and reputation as one of the best teams globally. This expectation undoubtedly drove many viewers to tune into this crucial match. Lastly, it should be noted that these figures incorporate views from both traditional TV broadcasts and NBC's streaming service Peacock - indicating that digital platforms are playing an increasingly important role in sports viewership.
Strong overall viewership at the Olympics
NBC reported its Total Audience Delivery for that final Saturday at over 30 million viewers across all platforms - meaning one-third of these were accounted for by USWNT’s win alone! This rivaled last year’s total audience delivery for the final Saturday at the Tokyo Olympics.
Moreover, this trend was not exclusive to the Gold Medal game. The USWNT pulled major audiences throughout their quest for gold. The opening game against Germany alone averaged 4.2 million viewers - higher than any game at the Tokyo Olympics. The United States performed well both on and off the field at Paris Olympics in 2024, but there is still room for growth. With Los Angeles hosting the 2028 Summer Olympics, it's expected that starting times will be more favorable and viewership on NBC will be even larger due to a fervent supporter base in the United States.
This record-breaking viewership signifies not only a victory for USA Women’s National Team but also a win for women's soccer as a whole. It demonstrates an increasing interest and support from fans which is likely to continue growing in future Olympic Games.
