Finally Getting Their Due? Women's Sports See Huge Jump in Media Coverage (Forbes Study)

 

Great news for fans of women's sports!  According to a recent report by Wasserman, media coverage of women's athletics has nearly tripled in the last five years. 

The study, titled "From the Shadows to the Spotlight," analyzed coverage across various platforms, including broadcasts, streaming services, social media, and digital publications.  The results are encouraging: the average share of sports media dedicated to women's sports reached a record 15% in 2022, compared to a meager 5.7% average reported for ESPN's SportsCenter just a few years ago.

This shift reflects a changing media landscape and evolving fan demographics.  Streaming platforms like ESPN+, Peacock, and Amazon Prime are attracting younger viewers in droves.  In 2022 alone, these platforms provided roughly 22,000 hours of women's sports coverage.  This trend aligns perfectly with the fact that nearly half of millennial sports fans (a demographic representing 30% of all sports fans!) turn to streaming to catch the games. 

The report also highlights some specific sports leading the charge in media presence.  Women's basketball reigns supreme in linear TV coverage with over 2,000 hours, followed closely by soccer, tennis, softball, and volleyball. 

However,  Wasserman sounds a cautionary note: increased coverage doesn't always translate to equal treatment. The report highlights issues like inconsistent scheduling (the snub of the NCAA Women's Basketball Championship by ESPN is a prime example), and a tendency to focus on individual players and teams generating "organic interest" rather than providing consistent coverage for the sport itself.

Furthermore, past research reveals a troubling trend of objectification in women's sports coverage.  Commentary often emphasizes appearance, family life, or relationships, while neglecting in-depth analysis of athletic talent and game strategy.  This lack of focus on pure athleticism contributes to the "peak and valley" viewership pattern, where major events like the Olympics or World Cup attract viewers, but regular season games struggle to maintain a consistent audience.

Despite these challenges, the Wasserman report paints a positive picture for the future of women's sports.  With increasing fan bases and the continued rise of streaming and social media, the projected 20% coverage share by 2025 seems within reach.  This is a win for women's sports, and ultimately, for the entire sports landscape.