Published August 13
Here’s the deal:
The momentum behind women’s sports extends far beyond rising viewership. New research from The Trade Desk Intelligence and GoodQues shows the audience driving that growth stays engaged long after the final buzzer, maintains a diverse media diet and actively seeks out ways to connect with the teams and athletes they love.
Data debrief:
Women’s sports fans consume sports content at a remarkable rate. Seventy-two percent engage with sports content daily, 14 percentage points more than men’s sports fans. And this audience is nearly evenly split by gender — women’s sports fans are just as likely to be male (51%) as female (49%) — while skewing younger than fans of men’s sports.
When it comes to live sports, this audience shows up consistently. Ninety-one percent watch sports content live, with CTV leading the way as the primary viewing channel for 71% of this audience. But the engagement does not end there:
66% watch highlights online
34% listen to sports podcasts
31% read sports articles
23% follow fan blogs
Their digital time overall also reflects a media mix that extends well beyond social platforms: 72% of their digital time is spent outside of walled gardens. They also spend 8% more time on CTV than the average American and 32% more time on podcasts.
What it means:
What the data makes clear is that women’s sports fans are not passive viewers. They seek out sports content, return to it often and keep up via multiple formats and platforms. For brands, that creates an opportunity that extends well beyond the live game. Those that earn lasting attention will be the ones that show up with the same consistency and commitment that define this audience’s fandom.
The Current is owned and operated by The Trade Desk Inc.
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