Women's sports viewership surges 18% in first half of 2026, Nielsen report finds

Women's sports are experiencing significant growth in viewership and fan interest in the U.S., according to a Nielsen report. In the first half of 2026, the sector attracted 28.6 billion minutes of views, an 18% increase from the same period last year.

The report highlights a cultural shift, with 122.5 million Americans, or 52.8% of the population, now interested in women's sports. This surge is supported by a substantial increase in advertising spend, which has risen 120% since 2022. Consumers also show strong support, with 52% agreeing that 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," said Charlene Polite Corley, Nielsen’s vice president of inclusive insights.

The WNBA is a key beneficiary, with its 2026 season leading into the All-Star break garnering 3.8 billion minutes viewed and a 71% increase in sponsor valuation. The league also welcomed its first Canadian team this season. Beyond women's leagues, female viewership is also growing across men's sports. The NBA has seen a 55% year-over-year growth in female viewers between 2024 and 2026, followed by the NHL at 44%.

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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.