In 2023, women's sports viewership reached unprecedented heights, with a record number of people tuning in to watch on linear TV. This surge in popularity is not only indicative of the growing interest and support for women's sports but also suggests a shift in the overall consumption patterns of sports enthusiasts.
According to a report by the Women’s Sport Trust, an impressive total of 46.7 million people viewed at least one minute of women’s sports on linear TV throughout 2023. This figure surpasses the previous high set in 2019 by almost one million viewers, demonstrating significant growth over just four years.
Tammy Parlour, chief executive of the Women’s Sport Trust, said:
“The industry needs to capitalize on these opportunities to drive further awareness and engagement, so we can continue to broaden the audience for women’s sports, and reach the fans where they are.”
“Women’s sport is attracting more younger, female fans which is great news for the industry as it shows we are starting to attract a distinctive fanbase. The more we can understand the motivations driving their connection with live women’s sports, the more this will enable us to build richer experiences for them in and out of the stadium, and ultimately deepen their fandom."
Streaming services have benefitted the most
Alongside traditional broadcasting platforms, streaming services also witnessed substantial growth surrounding major women’s sporting events. The FIFA Women’s World Cup was particularly notable, with millions tuning into various streaming platforms to catch all the action.
The England women’s national team's success played a significant role in this increased engagement. Their journey to the tournament final led to an astounding 25.7 million streams on BBC iPlayer and another 15.6 million via ITVX service.
Despite being hosted by Australia and New Zealand – countries with considerable time differences from UK – these figures represent a remarkable growth rate of about 75% compared to those recorded during the same tournament held back in 2019.
The shift in women's sports viewership is not surprising
Interestingly, while overall TV sports consumption declined by about five percent compared to figures from last year - likely due to lack of men’s soccer World Cup - more people are engaging with women’s sports as an alternative or companion viewing option alongside men's games.
The most-watched event was undoubtedly The Women’s FIFA World Cup final where Spain triumphed over England; it recorded an impressive total viewing time amounting up to approximately 38.4 million hours.
The report also revealed that attendance at women’s sports fixtures was higher than ever, with 2.6 million people attending in person throughout the year. This figure represents a significant increase from the 2.1 million recorded in 2022.
The record-breaking viewership and attendance figures for women's sports in 2023 are a testament to the growing popularity and acceptance of women's sports among fans worldwide. As more people engage with these events, it is clear that women’s sports are not just an alternative but an equally exciting companion to men’s games for many fans.
