In the early months of 2025, linear TV audiences for women’s sport in the UK dropped, with a 13% year-on-year decline in three-minute reach, according to the Women’s Sport Trust (WST). But while the surface-level numbers paint a picture of decline, the reality is far more nuanced and forward-looking. Digital platforms are rewriting the playbook for visibility and engagement in women’s sport, and with the right investment strategy, the sector is poised for long-term success.
Digital Surge vs. Broadcast Dip: Changing the Metric of Success
Traditional television viewership for women’s sports fell from 22.6 million to 19.6 million in early 2025. A 15% reduction in coverage hours, particularly on pay-TV for sports like netball, golf, and cycling, contributed to this decline. Yet, during the same period, platforms like TikTok and YouTube witnessed a remarkable surge:
- TikTok uploads from the top women’s leagues rose 95%, driving a 105% increase in views.
- YouTube uploads increased by 115%, with views jumping 84%.
- The WNBA and WTA were leaders, generating 131 million and 63 million views respectively.
In the UK, the Barclays Women’s Super League (BWSL) hit 56 million TikTok views and 20 million YouTube views, making it the country’s most visible domestic women’s league online.
Athletes Driving the Momentum
Athletes are no longer just players; they’re content creators, influencers, and community leaders. Red Roses front-row Sarah Bern led England’s teams across sports in TikTok engagement, driving 6.7 million views from January to April 2025. Her rise was bolstered by U.S. international Ilona Maher, whose mid-season arrival in the Premiership Women’s Rugby (PWR) corresponded with a 281% spike in matchday viewership.
Leagues Learning the Digital Game
Leagues like BWSL and PWR are quickly adapting to changing media habits:
- The BWSL’s YouTube channel became the second most-viewed women’s sports competition globally in less than a year.
- BWSL teams collectively generated 556 million TikTok views and 154 million Instagram engagements in 2024/25.
- PWR’s live TV audience rose 86% year-on-year, supported by a 91% increase in TikTok views and a 118% rise in Instagram engagement.
The Role of Creators and Influencers
Visibility is increasingly shaped by a multi-stakeholder ecosystem: teams, broadcasters, influencers, and creators. Independent voices like Ally Flan and Stella Mills achieved 9%+ engagement rates, often outperforming official league channels. Mary Earps, England’s goalkeeper, became a visibility bridge, promoting netball and rugby through her personal TikTok content, surpassing official league numbers.
Closing the Parity Gap
Even with growth, structural imbalances remain. WST found that women’s teams consistently post less content than their male counterparts. Chelsea Women came closest to parity, with 45% of club TikTok content featuring the women’s team. Most others fall below 15%.
According to WST projections, posting at the same rate as men’s teams could generate over 600 million additional TikTok views annually for BWSL clubs.
The Consulting Perspective: Strategy Before Spikes
Short-term audience spikes tied to events like UEFA Women’s EURO or the Women’s Rugby World Cup are valuable, but the goal must be sustained growth. For stakeholders, the key strategic imperatives are:
- Equitable Resourcing: Equal budgets for content teams across men’s and women’s divisions.
- Athlete Empowerment: Media training, creator toolkits, and revenue-sharing for player-led content.
- Platform-Specific Strategy: Custom content formats for TikTok, Instagram, and YouTube Shorts.
- Integrated Creator Campaigns: Pairing influencers with leagues to amplify off-field storytelling.
- Content Parity Audits: Regular review of output and performance metrics by gender.
365247 Take
At 365247, we believe the future of women’s sport will be built on consistent digital engagement, athlete-first storytelling, and ecosystem-level investment. Broadcast matters, but visibility is no longer a one-channel game. It’s about owning the conversation across every screen, every scroll, and every story.
Want to turn digital growth into long-term value?
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