Snapchat has unveiled compelling research highlighting the dramatic rise of women’s sports engagement across its platform, signaling a major cultural shift in how audiences consume athletic content.
The comprehensive study, developed with Ipsos and Dentsu, surveyed over 13,506 sports fans across seven markets. The findings demonstrate that while male sports still dominate overall discussions, women’s leagues are rapidly gaining momentum across multiple disciplines.
Record-Breaking Viewership Numbers
The data reveals remarkable growth metrics that underscore this transformation. The WNBA’s 2024 regular season attracted over 54 million unique viewers, representing a staggering 170% increase from the previous season. The league has been recognized as the fastest-growing brand in professional sports.
Other milestones include FIFA’s report of 3.2 billion views for Women’s World Cup social content in 2023, while the U.S. Open women’s final surpassed its male counterpart in viewership. The 2024 Paris Olympics also marked a historic first with equal numbers of male and female athletes competing.
Marketing Opportunities Emerge
The 49-page report provides brands with actionable insights on engaging with this growing audience. It includes detailed data on women’s sports engagement patterns and strategic recommendations for marketers seeking to amplify female athletes and leagues.
For brands, particularly those targeting Gen Z consumers who prioritize supporting meaningful causes, this presents dual opportunities: tapping into expanding audience reach while contributing to social empowerment. The research emphasizes how companies can partner with female athletes to create authentic, resonant promotions.
This rising tide in women’s sports popularity represents both cultural progress and significant commercial potential for leagues, athletes, and marketing partners alike.