Women's Sports Viewership Is Flying In England
The Women’s Sport Trust’s “visibility uncovered” study has found that the audience for domestic women’s sport amassed a total audience of almost 32.9 million people last year
[THREAD] ⤵️
📸 BBC
The Women’s Sport Trust’s “visibility uncovered” study has found that the audience for domestic women’s sport amassed a total audience of almost 32.9 million people last year
[THREAD] ⤵️
📸 BBC
Of the total number of women’s sport’s viewers, 41% of viewing hours went to cricket, while football contributed 39%
These numbers are set to be boosted by BBC Sport and Sky Sports beginning with the new season in September
These numbers are set to be boosted by BBC Sport and Sky Sports beginning with the new season in September
A key finding in the report is that the 5.9 million new viewers for the WSL had not watched any other sport in 2021 before the start of the season.
This is key because it shows there is massive untapped potential.
This is key because it shows there is massive untapped potential.
In football 6.2 million people watched live WSL games in 2021 without watching a Premier League game on TV, while 1.5 million people watched live W Series coverage without watching live F1.
In addition, the study highlighted the importance of major mixed events in attracting a female audience with Wimbledon and the Tokyo Paralympics both having the highest percentage of female viewers from major events, with 57%.
The research revealed that there were 2.7 million viewers for women’s cricket only, with 27% of those under the age of 35 (in comparison to 25% of viewers who just watched men’s cricket being under the age of 35)
From a social media and streaming perspective, Chelsea’s women’s Instagram interactions in 2021 were higher than 12 of the men’s teams that play in the Premier League in the 2021-22 season and achieved a 77% year-on-year increase in growth.
In fact, Arsenal, Chelsea and Man Utd’s women’s teams’ instagram accounts all had more interactions in 2021 than seven of the Instagram accounts dedicated to men’s Premier League teams.
The audience on Sky Sports YouTube Netball Live channel (74% female vs 26% male, 32% aged from 25-34), which achieves average watch times in excess of 27 minutes, is very different to the Sky Sports TV audience (26% female vs 74% male)
• • •
Missing some Tweet in this thread? You can try to
force a refresh
