314 million people globally are interested in watching women’s sport

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 01, 2021, 1:50 AM UTC

80% of top-rated US sports news highlights and shows, however, had no stories about women's sports, as per Sage’s 2021 article.

While disparity in women’s sports coverage in broadcast media is prevalent, The Female Quotient (FQ) and DAZN’s study states that interest in women’s sport is evolving. 314 million people or 16% of the global population is interested in women’s soccer, as per The Coverage Gap study.

However, the gap between those who are interested in watching women's sports and those who actually do is high. 93% of sports fans watch men’s sport, as opposed to 63% who watch women’s sports.

With 15% of its media coverage focused on women’s sports, France leads the charts, when it comes to covering women’s sports, followed by the UK (7%). Investing in quality storytelling, on-air experts, providing women’s sports more prime-time slots, can boost coverage.

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