The Women's Super League (WSL) experienced a notable drop in mainstream television audiences last season, with viewership figures declining by 35%. This decrease comes after a period of significant growth, spurred by the Lionesses' success at the Euro 2022 and their impressive run to the 2023 World Cup final. The decline in TV viewership raises questions about the sustainability of the recent boom in popularity for women's football and highlights the challenges the league faces in maintaining and expanding its fanbase.
Several factors may have contributed to this downturn. Notably, the past season was the first since 2021 that did not immediately follow a major international tournament featuring the Lionesses. The absence of this international spotlight may have resulted in a dip in casual viewers who are drawn in by the excitement and national pride associated with these events. It is also important to consider the broader trends in sports viewership. The men's Premier League, for example, also experienced a 10% decrease in viewership last season, suggesting that changing consumption habits and increased competition from other entertainment options may be playing a role.
Despite the drop in TV audiences, the WSL has seen some positive developments in other areas. The Women's Championship, now known as WSL 2, witnessed a doubling of attendances, reaching an average of 2,086 per game. This suggests that while television viewership may be declining, live attendance at matches is on the rise in lower leagues, indicating a growing core fanbase. However, crowds in the WSL fell by 10% to an average of 6,661. The WSL also boasts a strong digital presence, with nearly 40 million views on YouTube, making it the world's second-most watched women's sports property on that platform, trailing only the Women's Tennis Association (WTA). Furthermore, there has been growth in the WSL's overseas audiences, with approximately a quarter of viewers based in the United States. WSL clubs have also seen a significant increase in engagement on TikTok, with a 154% rise in year-on-year views, surpassing the men's EFL Championship clubs to become the second-most viewed domestic league on TikTok in England. The league's Instagram account has also experienced a 35% rise in followers.
The WSL is taking steps to address the challenges and capitalize on opportunities for growth. A new broadcast deal with Sky and the BBC is set to kick in next season, which is expected to provide increased coverage and potentially attract new viewers. The league is also expanding to 14 teams from the summer of 2026, with a new playoff decider for relegation aimed at increasing jeopardy and engagement. According to a report, channel scheduling plays a vital role in the BWSL viewership, where BBC One averaged 698,000 viewers per match, compared to BBC Two with 396,000 viewers. A recent Women's Sport Trust report found a dip in the number of hours of women's sport coverage on mainstream television, which is down 15% year on year.
Addressing the complexities of fan engagement and media consumption is crucial for the WSL's continued success. As Tammy Parlour, Women's Sport Trust Chief Executive, notes, "Growth is never equal across all metrics," and women's sport must compete with a wide range of entertainment options for visibility and cultural relevance.
