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

News Tank Football - Paris - News #450709 - Published on 18/08/26 at 13:00
©  Nielsen
Nielsen’s study "More Fans, More Often: The Commercial & Cultural Evolution of Women & Sports" - ©  Nielsen

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…

©  Nielsen
Nielsen’s study "More Fans, More Often: The Commercial & Cultural Evolution of Women & Sports" - ©  Nielsen

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