The success of professional women’s sport is growing. This societal movement will help power gender equality and inclusivity in sport and more broadly, too. Streamed content as well as social media and AI applications are evolving in women’s sport, too.
A recent study by Canadian Women and Sport reveals the extent of this enthusiasm, with 2 in 3 Canadians identifying as fans of professional women’s sports. According to Fubo, the sports-first live TV streaming platform, hours watched of women’s sports content grew by 14% in 2024 alone, underscoring the growing demand and viewership in market.
Pamela Duckworth, Head of Fubo Studios
I asked Pamela Duckworth, Head of Fubo Studios, Fubo, to comment on the uptick of women’s sport viewership and what it means for sports streaming and society.
“There has never been a more exciting time for women’s sports – from the explosive rise in fandom to record-smashing viewership,” replied Duckworth. “This spike in demand is drastically evolving women’s sports media, streaming included. That means high-quality productions, making women’s sports content widely available and backing it up with marketing, so audiences know where to watch their favourite players and teams. It’s also opening the door to engage a more diverse audience and attract new fans, which means an inclusive sports community.”
Fubo carries, “Women’s Sports Network and beIN Sports Canada plus leagues including International Women’s Soccer, Invicta Fighting Championships, the WNBA and college leagues like NCAAW and Women’s College Hockey, among others,” said Duckworth.
Duckworth went on to say, “Male athletes have historically been some of the world’s most loved figures. It’s about time women in sports command the same level of recognition and adoration. The rise of women’s sports is paving the way for the next generation of female athletes to reach stardom and grow successful businesses at even earlier stages in their careers.”
“Female athletes also represent achievement among women more broadly, sending a powerful message to those in other fields—be it media, tech or business,” remarked Duckworth. “The women’s sports movement is opening doors for parity in the sports world and beyond, empowering women to aim higher and dream bigger.”
Advertising Investment.
“Advertisers are finally giving women’s sports the attention they deserve and for good reason,” remarked Duckworth. “With star talent and hungry fans, women’s sports are ripe for eye-catching marketing campaigns. Just look at Nike’s “So Win” Super Bowl spot. It leaned into the power of women’s sports while giving iconic female athletes Sha’Carri Richardson, Caitlin Clark and A’ja Wilson the platform they’ve earned. It made waves and delivered impressive results.”
Added Duckworth, “We can only anticipate more brands will follow suit, creating even more revenue-generating opportunities for women’s sports.”
“On top of that, the new Name, Image and Likeness (NIL) regulations are a total game-changer for female athletes, giving them the freedom to build lucrative personal brands as they’re jumpstarting their careers,” commented Duckworth. “Parity is key, and opening these doors is propelling stars like Angel Reese and Livvy Dunne to be more than just athletes. There are a growing number of influential female athletes rivalling and surpassing the earning potential of their male counterparts.”
Viewing Experience Intersecting with Tech
When asked about how streaming intersect other technologies, Duckworth replied, “The number of people streaming sports keeps growing and the intersection of streaming with other technologies is well underway.”
“There’s no limit to what’s possible, as streaming technology advances and we discover more ways to make the viewing experience even more engaging,” added Duckworth.
“Streaming makes it easy for fans to find their favourite teams, stay locked in and never miss a moment,” said Duckworth. “For instance, Fubo subscribers can watch their favourite sports at home on their large-screen CTVs but they can also watch all of that same content live and on-demand from their phones or tablets wherever they are.”
Added Duckworth, “We’re also exploring ways to incorporate AI to enhance and personalize the viewing experience.”
“Sports are also now social, which is why Fubo partners with some of the world’s most popular soccer stars from Premier League teams like Man City, Liverpool and Chelsea to create content beyond gameplay across its social channels,” shared Duckworth. “Today’s fans are connecting with athletes on more personal levels and social media is a gateway to make that possible.”
With society’s interest in women’s professional sports growing, business and tech will certainly up their games, too.
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