More than three-quarters (76%) of women’s football fans believe they do not see enough media coverage of the sport, according to a recent Sportfive report.
The study, which surveyed 12,000 respondents across six key markets—the US, UK, Spain, France, Germany, and Australia—found that 196.2 million people are interested in women’s football.
Among them, 64% are aged between 16 and 44, highlighting the sport’s strong appeal among younger audiences.
While television remains the most-used platform for fans seeking more information on women’s soccer, social media follows closely at 43%, surpassing streaming platforms (29%) and sports news websites (27%).
The most popular social media platforms for women’s soccer content are Instagram and YouTube, each cited by 63% of fans.
When asked about their preferred types of content, fans prioritized:
Live games (56%), Match highlights (51%), Interviews, documentaries, and behind-the-scenes content (28%)
The report also highlights significant differences in revenue distribution between men’s and women’s soccer.
About 66% of women’s soccer revenue comes from commercial deals, compared to just 44% for men’s soccer.
Broadcast revenue accounts for only 17% of women’s soccer earnings, whereas men’s soccer generates 38% from media rights.
Stefan Felsing, Sportfive’s CEO, emphasized the sport’s rapid growth and the need for greater investment.
“Women’s football has evolved from a burgeoning interest to a global phenomenon, experiencing unprecedented growth and capturing the hearts of millions worldwide.”
“Now, more than ever, is the opportune moment to invest in and champion women‘s football, capitalizing on its dynamic ascent.”
Sportfive’s report urges media organizations and stakeholders to:
Capture more data on fan behaviour. Prioritize free-to-air coverage to expand reach. Adapt media rights packages to cater to women’s soccer audiences. Increase investment in broadcast production to attract new viewers.
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