The year 2025 marked a significant milestone for women's sports in the UK, with over 10,000 hours of annual linear coverage. This achievement reflects an increasing interest and investment in women's sports, which is reshaping the landscape of televised sports.
Sky Sports was at the forefront of this surge, accounting for 69% of televised women’s sport. However, despite their dominance in coverage hours, it was free-to-air channels that captured most viewers' attention. These channels accounted for a staggering 79% of viewing hours - a testament to their accessibility and broad appeal.
The increased coverage translated into record-breaking viewing figures. In total, there were 397 million viewing hours - surpassing the previous high of 384 million set two years earlier. The audience base also expanded significantly with over 48 million individuals tuning into women’s sport throughout the year.
Standout moments
One standout moment that encapsulated this growing enthusiasm was during the Women’s Euros final when England triumphed over Spain. An impressive audience of 16.2 million tuned into BBC and ITV to witness this historic victory. Despite constituting only 8% (up from 6%) of prime-time sports coverage on key channels, women’s sport generated an impressive share (13%) of total prime-time viewer hours - punching above its weight indeed!
Women's sport not only attracted more viewers but also saw a rise in female viewership across all events reaching up to a record high at around half (41-44%) depending on specific events like Women’s Euros or Rugby World Cup finals.
Moreover, there was an increase in audiences watching both men's and women's competitions compared to previous years; 55% of Women’s Super League viewers also watched the Premier League (up from 43%), and similar trends were observed for Women’s Six Nations and Women's Hundred.
Converting tournament viewers into regular season fans
The success of major tournaments in attracting viewers was also reflected in regular season viewing figures. Premiership Women’s Rugby saw a remarkable increase in total broadcast audiences, which surged by 275% to reach 321.6k.
Meanwhile, under its new rights agreement, the WSL continued to experience growth in its broadcast reach. Sky Sports reported a 4% increase reaching up to nearly four million people and a significant rise (30%) in viewing hours for the first half of the season.
The year 2025 was indeed a landmark year for women's sports coverage and viewership in the UK. The record-breaking figures not only highlight an increased interest but also underscore the potential that women's sports hold for broadcasters, advertisers, and fans alike. As we move forward, it will be interesting to see how this momentum is maintained and built upon - ensuring that women's sport continues to thrive on our screens.
