Nielsen data shows more fans are watching women's sports than ever before

Nielsen’s “Women & Sports” report finds women’s sports are drawing larger audiences and attracting more female fans across major U.S. leagues. The analysis says 28.6 billion minutes of women’s sports were consumed in the first six months of 2026, up 18% from 2025. It also reports a 120% jump in advertising spending since 2022 and estimates 122 million Americans—more than half the population—are interested in women’s sports. Nielsen links the growth to rising commercial value: sponsor valuations increased 71% in the WNBA, 82% in the NWSL, and 51% in the LPGA. The report also notes that women are increasingly watching men’s sports, including NASCAR, where 46% of fans are women.