More fans are tuning into women’s sports, Nielsen report finds

Women’s sports attracted 28.6 billion minutes of ‌views in the U.S. in the first half of 2026, a Nielsen report released on Thursday showed, marking an 18% increase over the same period last year.

Women’s sports entered 2026 ​on a high after experiencing unprecedented growth last year, with new franchises ​and leagues, bigger television audiences and greater advertising impact.

Nielsen’s analysis ⁠found 122.5 million Americans – or 52.8% of the total population – are now interested ​in women’s sports.


The data is part of the firm’s report on the commercial ​and cultural evolution of women’s sports.

Advertising spend on women's sports is up 120% since 2022, Nielsen said, and 52% of consumers agree brands and sponsors should invest more in ​women’s sports.

“The rise in popularity of women’s sports isn’t just a fleeting trend; ​it is a cultural re-alignment where access to games, storytelling around athletes and ongoing investment ‌from ⁠brands are changing the economy and energy of global sports,” Charlene Polite Corley, Nielsen’s vice president of inclusive insights, said in a release.
The WNBA, which welcomed its first Canadian team this season, hit 3.8 billion minutes viewed for ​the 2026 season leading ​into the All-Star ⁠weekend break, Nielsen said, adding that the league has experienced a 71% increase in sponsor valuation.

Women are also becoming ​more present in the wider sports audience, including in fan ​bases across ⁠men's leagues.

Among the estimated 16 million new sports fans, nine million are women, Nielsen found, and 48% of U.S. women say they are very interested in ⁠at least ​one sport.

The NBA has experienced the largest ​year-over-year growth in female viewership between 2024 and 2026, up 55%, while the NHL is second at ​44%, according to Nielsen.

-Reuters