Interest in women's sport extends across both genders

A new study has revealed that the current dominant audience for women's sport is made up of fans who follow both men's and women's sport.

Undertaken by consultancy Gemba Group for the UK’s Sky Sports, the study finds women's sports fans are not niche and 80% of UK sports fans are interested in at least one men's and one women's sport.

Contradicting a misconception that women's sports is 'niche' and revealing that gender is not sole driver of interest, the study shows that fans of women's sports also value technicality and relatability and that their fandom goes beyond gender.

Gemba’s study included over 2,500 sports fans with representation across all age groups, sporting passion and a mix of those who pay and don't pay for sports subscriptions.

Finding that 80% of UK sports fans are interested in at least one men's and one women's sport, the figure rises to 85% among the under-35 category, revealing that women's sports fans are not a minority audience.

While many women's sports are attracting distinct groups of fans, both new and long-standing, the largest and most valuable audience today is people who follow both men's and women's sports.

The study also revealed that fans of both men's and women's sports tend to have higher average incomes and spend more time and money on sports each month compared to those who only follow men's sports.

Fans of both men's and women's sports spend five hours more on sports content per month and are 10% more likely to be a paid subscriber for sports content in comparison to those who only watch men's sports.

This broad appeal makes women's sport commercially valuable as it continues to build new audiences alongside long-standing fans.

However, more men's sports fans, regardless of gender, are committed to the sports they engage with compared to women's sports fans.

The research found 59% of women's sports fans were committed to at least one women's sport, but this figure rose to 93% among fans of men's sports.

The study also revealed that the majority of women's sports fans value the technical skill, relatability, and inclusivity that set the sports apart, showing their fandom goes beyond gender.

Football fans said part of the appeal of the women's game was that the players felt more authentic and accessible while, in golf, fans said the women's game was more technical to watch compared to the men's.

On its website, Sky Sports advised “this research highlights the broad appeal of women's sport and shows that fans value a wide range of content, whether that's live viewing or player storytelling.

“By fostering stronger connections and commitment, the industry can build an even more devoted audience of sports fans, ensuring long-term growth and success, but greater accessibility and visibility are key.”

Main image: Sam Kerr scores for Australia in the semi-final of the 2023 FIFA Women's World Cup. Credit: Damian Briggs Photography.