Women's Sport Trust: Record Viewership Boosts Women's Super League

The Women's Super League (WSL) in the United Kingdom has witnessed a remarkable increase in viewership, with fans showing more interest in watching matches. Recent analysis by the Women's Sport Trust and Futures Sport & Entertainment has revealed some exciting trends in the 2023-24 season. The average time spent watching WSL matches reached a record 40 minutes per game, showing an 11% rise from the previous year. Notably, viewers on Sky television watched for an average of 43 minutes per match, marking a significant 26% increase, while BBC One viewers led the pack with an average of 47 minutes per game.

WSL teams, especially Chelsea, have experienced a boost in exposure, with Chelsea's matches attracting a total of 17.5 million viewers. Following closely behind, Manchester City and Arsenal drew in 15.8 million and 15.4 million viewers, respectively. The overall viewership of women's sports has seen a substantial increase, with a record-breaking 22.6 million individuals tuning in for at least three minutes between January and May 2024, surpassing the previous year's numbers.

Football, rugby, and cricket emerged as the most popular women's sports, with the Rugby Women's Six Nations broadcast setting a new record of 8.1 million viewers, a remarkable 33% surge from the previous year. Tammy Parlour, the Chief Executive of the Women's Sport Trust, emphasized the importance of women's sports competing for visibility and cultural relevance in a landscape filled with diverse entertainment options. She stressed the significance of generating interest through increased visibility, cross-promotion, and tailored marketing strategies to cater to the unique fan behaviors within women's sports.

The rise in viewership of the Women's Super League and women's sports in general is a positive sign of growing interest and support for female athletes. As more fans tune in to watch these exciting matches, it not only showcases the talent and dedication of the players but also paves the way for greater recognition and opportunities in the world of women's sports. With continued efforts to promote and elevate women's sports, we can look forward to a future where female athletes receive the recognition and appreciation they truly deserve.