Mainstream TV audiences for WSL plunge 35% after tournament-free season
TV viewership for the Women’s Super League (WSL) fell a sharp 35% year-on-year in 2024–25, reflecting the first season since 2021 without a major international tournament to boost interest. Meanwhile, overall women’s sport viewing hours dropped by 15%, including BBC highlights shows airing at late slots. Attendance also dipped 10%, averaging 6,661 per match.
But there is some good news.
On social media, the WSL is experiencing a digital boom. The WSL garnered nearly 40 million YouTube views, TikTok views surged 154%, and Instagram interactions rose 35%.
CHEAT SHEET
- Mainstream TV audiences for the Women’s Super League fell by 35% year-on-year in the 2024–25 season.
- Hours of mainstream TV coverage for women’s sport dropped by 15%, marking the first decline since 2021.
- Women’s Championship attendances doubled, reaching an average of 2,086 per game.
- WSL match attendance fell by 10%, to an average of 6,661 spectators per game.
- Digital engagement grew strongly:
- Nearly 40 million YouTube views for the WSL, making it the second-most watched women’s sports property globally on the platform (after WTA tennis).
- TikTok views for WSL clubs rose 154%, overtaking the men’s EFL Championship as the second-most viewed domestic league in England.
- Instagram engagements up 35% for the WSL’s account.
- Nearly 40 million YouTube views for the WSL, making it the second-most watched women’s sports property globally on the platform (after WTA tennis).
- About 25% of the WSL’s digital audience is in the United States.
- BBC’s “Women’s Football Show” hit its lowest post‑pandemic audience, with 76% of episodes airing after midnight, although earlier viewing is available on iPlayer.
- Rugby highlights:
- Women’s Premiership Rugby audiences on TNT Sports rose 86%.
- Premiership Women’s Rugby TikTok views increased by 1,000%, aided by Bristol Bears’ signing of Ilona Maher.
- Women’s Premiership Rugby audiences on TNT Sports rose 86%.
- The Women’s Boat Race was the most watched women’s sporting event on UK TV in 2025, with a peak audience of 2.18 million.
- Upcoming efforts to boost WSL interest include:
- A new broadcast deal switching coverage to Sky and the BBC from next season.
- League expansion to 14 teams from summer 2026, with the addition of a relegation playoff to increase competitiveness.