Women’s Sports Viewership Surges 18% to 28.6 Billion Minutes in H1 2026

Women’s sports are experiencing significant growth among US audiences and advertisers, with viewers consuming 28.6 billion minutes of women’s sports content during the first half of 2026, an 18% increase from the corresponding period last year, according to new Nielsen research.

The findings come from Nielsen’s report, More Fans, More Often: The Commercial & Cultural Evolution of Women & Sports, which examines the changing audience, media and commercial landscape surrounding women’s sports. The report estimates that 122.5 million Americans, equivalent to 52.8% of the US population, actively participate in the women’s sports ecosystem.

Commercial interest is growing alongside audiences. Advertising investment in women’s sports has risen 120% since 2022, while sponsor valuations have increased across major properties. The WNBA recorded a 71% rise, the NWSL climbed 82%, and the LPGA saw sponsor valuations increase by 51%.

Women are also playing an increasingly important role in expanding the overall sports audience. Nielsen estimates that female fans account for 9 million of approximately 16 million new sports fans. Their growing interest extends beyond women’s competitions, contributing to audience expansion across major men’s leagues.

Female fandom has been associated with fan growth across the NFL, MLB and NBA, while female viewership of the NBA increased 55% and NHL viewership among women rose 44% between 2024 and 2026.

The research also highlights the growing influence of values-driven consumption. Around 60% of women’s sports fans said they had changed brands they purchase based on a company’s values or actions, compared with 45% of sports fans overall.

Charlene Polite Corley, Vice President, Inclusive Insights, Nielsen, described the growth of women’s sports as a broader cultural shift rather than a temporary trend. She pointed to greater access, athlete-focused storytelling and increased brand investment as factors reshaping the sports economy.

The findings suggest that women’s sports are expanding well beyond viewership, creating opportunities across broadcasting, sponsorship, advertising and consumer engagement. As audiences continue to grow, brands and rights holders are increasingly positioned to build stronger and more meaningful relationships with sports fans.