Women’s sports: 46 billion minutes watched in the US in 2025 (+71% vs 2022)

US audiences watched 46 billion minutes of women’s sports in 2025, up 71% compared with 2022, according to the study "More Fans, More Often: The Commercial & Cultural Evolution of Women & Sports," published by consultancy Nielsen on 13 August 2026. Nielsen’s measurement scope includes women’s basketball, golf, tennis, volleyball, softball and football, and excludes the Olympic Games.

"With 28.3 billion minutes and counting (+18% vs 2025), 2026 is on pace to be another record year in engagement", the study found.

A total of 122.5 million people, representing 52.8% of the US population, say they are interested in women’s sports. At the same time, the share of the population reporting no interest in women’s sports fell by 19% between 2023 and 2026.

The number of women’s sports broadcasts analysed by Nielsen’s Sponsorship Media Valuation tool increased from 621 in 2023 to 1,021 in 2024 and 3,363 in 2025, representing a more than fivefold increase in two years. The total rose by 64% between 2023 and 2024, followed by a 229% increase between 2024 and 2025. Female viewership also increased…