How Women’s Sports are Writing New Rules of Engagement
Women’s sports are seeing a coordinated rise across live broadcasts, streaming, and digital platforms. Instead of gradual growth, it’s a rapid, worldwide acceleration. Operative’s Sarah Levitt tells TVBEurope
As England prepare to defend their title at this summer’s UEFA Women’s Euro, all eyes will be on women’s sports this summer.
Sarah Levitt, senior director, marketing at Operative, talks to TVBEurope about how the rise in popularity of women’s sports is helping to deliver both more viewers and more advertising.
How critical are major live sports events in linear streaming strategies?
Premier live sports are essential to linear streaming strategies and serve as a cornerstone of the evolving streaming landscape. They offer real-time reach, drive repeat viewership, and are powerful engines for both subscriptions and ad revenue. These events create cultural flashpoints—moments audiences plan around, talk about, and revisit across platforms. As more viewers cut the cord, live sports are leading the shift from traditional cable to streaming, giving media companies and advertisers a way to blend the broad reach of linear with the targeting and interactivity of digital. Streaming also enhances the fan experience with added flexibility, better quality, and richer features like behind-the-scenes content and interactive elements. Major events like the Olympics and World Cup continue to break streaming records, proving that live sports not only anchor viewership—they elevate the entire platform.
Streaming also enhances the fan experience with added flexibility, better quality, and richer features like behind-the-scenes content and interactive elements. Major events like the Olympics and World Cup continue to break streaming records, proving that live sports not only anchor viewership—they elevate the entire platform.
We’ve seen record-breaking viewership and engagement for women’s sports recently. What’s driving this cultural and commercial tipping point, and why?
It’s driven by a powerful combination of data, access, and star power. Women are increasingly equal earners and decision-makers in their households, and they’re showing up for women’s sports in record numbers. At the same time, streaming platforms have shattered the limitations of traditional broadcast, making it easier than ever to showcase thousands of hours of women’s sports and give audiences what they want—like the Paris Olympics, which featured over 10,000 hours of streamed content. Add social media, and you have a direct line between athletes and fans that fuels connection and engagement.
What are the most notable trends in viewership growth for women’s sports?
The most notable trend in women’s sports viewership is its explosive, global growth—fuelled by streaming and amplified across formats. Streaming has been a game-changer, making women’s sports more accessible to broader audiences. It’s no longer just about die-hard fans; it’s about reach. Major football tournaments like the UEFA European Women’s Championship drew nearly 58 million viewers in 2022, and the coming championship is likely to break that record. The Women’s Super League and EuroLeague Women have also seen huge gains, with YouTube deals boosting viewership and engagement across platforms. It’s not just women who watch women’s sports in Europe, as more people have access to women’s sports, more people are watching. A football fan is interested in football.
This surge isn’t limited to Europe. In the US, women’s basketball is breaking records and women’s cricket is surging in India. In the UK, nearly 45 million people tuned into women’s sports in 2024. The Women’s Asia Cup reached over 50 million viewers. Even rugby is seeing massive momentum—nearly two million watched the Women’s Six Nations title match on BBC One. What’s striking is that this isn’t isolated to one country or sport. From stadiums to social feeds, we’re seeing a coordinated rise across live broadcasts, streaming, and digital platforms. Instead of gradual growth, it’s a rapid, worldwide acceleration.