Are Record Numbers Tuning In to Women's Sports?

This summer has marked a significant milestone for women's sport in the UK, with record-breaking female audiences tuning in to major tournaments. According to the latest report by the Women's Sport Trust (WST), viewing hours for women's sports surpassed previous records, showcasing a growing engagement among female viewers.

Last updated: 14 October 2023 (BST)

What’s happening now

The Women's Sport Trust's recent visibility report has highlighted a remarkable surge in interest and engagement in women's sport across the UK this summer. With significant events like the Euro 2025 and the Women's Rugby World Cup, female audiences have made up an unprecedented percentage of the viewership. Specifically, 44% of the Euro 2025 audience and 43% of the Rugby World Cup audience were women, peaking at 48% and 47% respectively during the finals. This trend underscores the growing recognition of women's sports as a significant part of the national sporting landscape.

Key takeaways

Women's sport in the UK witnessed record female audiences this summer, as per the WST report.
44% of viewers for Euro 2025 and 43% for the Rugby World Cup were women, both record figures.
Total viewing hours for women's sports reached 357 million from January to September 2025.

Timeline: how we got here

The impressive growth in viewership can be traced through a series of key events and initiatives:

January 2025: The year starts with increasing coverage of women's sports across various platforms.
June 2025: The Women's Super League and The Hundred contribute to rising viewership.
July 2025: Launch of the BBC campaign 'Names Will Be Made' to promote women's sports stories.
August 2025: Euro 2025 tournament takes place, showcasing record female audience metrics.
October 2025: The Women's Rugby World Cup concludes, further boosting female audience statistics.

What’s new vs what’s known

New today/this week

The latest visibility report from WST has revealed that women's sports have not only broken previous audience records but also increased the average viewing time per person to nine hours and 45 minutes. This is indicative of a deeper engagement from viewers, particularly women.

What was already established

Prior to this report, there was already a noticeable trend in the rising popularity of women's sports, particularly in football and rugby. However, the extent of female viewership and engagement was not as well quantified until this summer's events.

Impact for the UK

Consumers and households

The increase in viewership indicates a broader cultural shift towards recognition and appreciation of women's sports. This can lead to greater visibility for female athletes and potentially inspire younger generations to pursue sports. It also suggests that families may be more inclined to watch women's sporting events together, fostering a sense of community and support.

Businesses and jobs

The surge in audience numbers may lead to increased sponsorship and investment in women's sports, which could create more job opportunities in broadcasting, coaching, and management within women's sports organisations. Brands are likely to take notice of the growing female audience and adjust their marketing strategies accordingly.

Policy and regulation

As viewership grows, there may be a push for increased funding and resources allocated to women's sports by both governmental and private sectors. This could also spark discussions around policies aimed at improving equality in sport, ensuring that female athletes receive the same support and visibility as their male counterparts.

Numbers that matter

357 million: Total viewing hours for women's sports on free-to-air and pay TV from January to September 2025.
44%: Percentage of women in the audience for Euro 2025.
43%: Percentage of women in the audience for the Women's Rugby World Cup.
48%: Female viewership during the final of Euro 2025.
47%: Female viewership during the final of the Women's Rugby World Cup.

Definitions and jargon buster

Women's Sport Trust (WST): An organisation dedicated to increasing the visibility and participation of women in sports.
Euro 2025: A major women's football tournament hosted in Europe, specifically for national teams.
Women's Rugby World Cup: An international rugby union tournament contested by the women's national teams.
The Hundred: A professional franchise 20-ball cricket tournament in England and Wales.

How to think about the next steps

Near term (0–4 weeks)

As the excitement from recent tournaments fades, it will be important to maintain momentum through continued coverage of women's sports and upcoming events, such as the Women's Super League matches. Keeping the spotlight on female athletes can sustain interest and engagement.

Medium term (1–6 months)

Organisations should focus on strategic partnerships and sponsorship deals to capitalise on the growing interest in women's sports. This includes planning for future tournaments and events that can attract both existing and new audiences.

Signals to watch

Future viewing statistics from upcoming women's tournaments.
Engagement metrics on social media platforms related to women's sports.
Changes in sponsorship and investment trends in women's sporting events.

Practical guidance

Do

Engage with women's sports content on social media to support female athletes.
Attend local women's sports events to contribute to community support.
Encourage young girls to participate in sports by highlighting female role models.

Don’t

Dismiss women's sports as a niche; recognise its growing significance.
Limit engagement to only major events; follow women's sports consistently.
Overlook the importance of sponsorship and investment in women's sports.

Checklist

Stay updated on upcoming women's sports events and matches.
Follow women's sports organisations on social media for the latest news.
Share women's sports achievements to promote visibility.
Consider supporting women's sports through donations or sponsorships.
Encourage discussions about women's sports within your social circles.

Risks, caveats, and uncertainties

While the growth in viewership is promising, it is important to remain cautious about assuming this trend will continue unchecked. Factors such as economic conditions, changes in broadcasting rights, and the ongoing need for visibility and support for women's sports can all influence future engagement levels. Additionally, the data primarily reflects major events, and ongoing support for less prominent competitions is crucial for sustained growth.

Bottom line

The record-setting viewership for women's sports this summer signifies a cultural shift in the UK towards recognising and valuing female athletes. As engagement continues to rise, it is essential for stakeholders to leverage this momentum, ensuring that women's sports remain a prominent part of the national conversation and that the support for female athletes translates into long-term growth and investment.

FAQs

What are the key statistics from the Women's Sport Trust report?

The report noted that women's sports viewing hours reached 357 million, with 44% of the Euro 2025 audience and 43% of the Rugby World Cup audience being female, indicating significant growth in engagement.

How can I support women's sports in the UK?

You can support women's sports by attending events, engaging with content on social media, and encouraging young girls to participate in sports.

What is the significance of the 'Names Will Be Made' campaign?

The 'Names Will Be Made' campaign by the BBC was launched to highlight the stories of female athletes, aiming to increase visibility and encourage greater female engagement in sports.