Viewership and engagement of women’s sport online has climbed to a new high in 2026, according to the latest Women’s Sport Trust Visibility Report.
The average watch time of women’s sport reached three hours and 22 minutes, compared to two hours and 54 minutes last year.
This new record of rising average watch times is boosted by an increase in digital coverage of women’s sport on all platforms, as well as high streaming levels.
When defining the success of sports, broadcasting, attendances and other trackable metrics have always been extremely important – especially in women’s sport where leagues are often seeking investment.
In the modern era of sports, being able to stream fixtures and interact with teams and athletes digitally has become more important than ever.
However, there are many other contributing factors that impact the average watch time.
Last year was a huge year for women’s sport in England.
Football’s Lionesses won UEFA Women’s Euro 2025, while the Red Roses claimed glory in the Women’s Rugby World Cup 2025.
It was vital that these international successes transferred over to domestic competitions the following year too.
Back in 2019 the average watch time for women’s sport was one hour and 23 minutes, but this has increased thanks to initiatives by various sporting properties.
This year’s Milano Cortina Winter Olympics delivered the top two women’s sport moments on television in the big air snowboarding final and the big air freestyle skiing.
Both amassed over 3 million views.
The 2026 Guinness Women’s Six Nations final match between France and England in Bordeaux ranked third.
This fixture drew the biggest TV audience in the event’s history, with views hitting a record-breaking peak of over 2 million on BBC One.
Alongside the Guinness Women’s Six Nations, the Barclays Women’s Super League (WSL) was one of the highest-viewed sporting franchises.
Of all of the sports, football was once again the number-one women’s sport watched in 2026.
In total, 57% of TV viewing hours for women’s sport was football, with 29% of those hours being the WSL.
Numerous female athletes are focusing on building their online profile as well.
Women’s sports leagues are having more engagement than ever, resulting in an increase in commercial growth opportunities.
Investors and supporters are witnessing the cross-collaboration within women’s sports properties rather than leagues being standalone competitions.
Fans engage in various types of content of their favourite teams and athletes, on different social media platforms and channels, showcasing personalities of individuals.
This digital interaction from social media on phones transfers to streaming platforms as supporters watch athletes compete.
Feature image: Ifiok Awak-Essien
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