England’s Women’s Super League (WSL) has seen a significant surge in viewership this season, thanks to a new broadcasting partnership with YouTube. This article delves into the details of this deal and its impact on the league's popularity.
Ahead of the 2024/25 campaign that kicked off in September, WSL announced a new broadcasting arrangement. Sky Sports and BBC retained media rights to half of the division's 132 total fixtures throughout the season. However, an exciting development was that the remaining half found a new home on YouTube.
Previously, these 66 annual WSL games were available for streaming on FA Player - a free service airing several English soccer competitions. But earlier this summer, WSL inked an agreement with YouTube. As per this deal, all non-televised matches can now be watched globally on WSL's official YouTube channel.
Record-breaking viewership figures
The Guardian reports that this strategic move is already reaping benefits for WSL. The most-streamed game previously on FA Player had just over 78k views - Arsenal's home fixture against Bristol City during the 2023/24 season where Arsenal won by 5-0.
However, there has been an exponential increase in viewership since moving to YouTube. A recent match between Arsenal and Leicester attracted more than 250k streams - setting a record for non-televised matches' viewership figures in late September where Arsenal secured victory by one goal from Frida Maanum.
In fact:
- The total views for live fixtures streamed so far have exceeded over 1.5 million.
- This figure does not include match replays also available on YouTube.
- Two out of three initial games featuring fan-favorite team Arsenal were aired via Youtube contributing significantly to these numbers.
A recent matchup of Arsenal vs Everton also garnered 148k views, with the game at Emirates Stadium attended by over 25k fans.
Future of WSL broadcasting
The YouTube deal coincided with Women’s Professional Leagues Limited (WPLL) taking over control of the division from The Football Association (FA). This independent, club-owned organization's takeover has been marked by strong viewership figures in the early stages of the season.
Sky Sports and BBC are currently in their final contract year to broadcast half of the division's games. Negotiations for a new deal are ongoing. Given these impressive viewership numbers, it is likely that WSL could see a significant boost in broadcasting revenue in future.
This partnership between WSL and YouTube has proven to be a game-changer for women's soccer. It not only offers global access to matches but also significantly boosts viewership figures - promising an exciting future for women's football broadcasting.
