In the 2023/24 season, the Women’s Super League (WSL) hit an unexpected bump. While stadium attendances continued to show promise, and sponsorship deals grew more sophisticated, traditional broadcast numbers told a different story. Viewership on mainstream television dropped 35%, raising eyebrows across the industry. Was the momentum behind women’s football slowing down? Not quite, dig beneath the surface, and the narrative reveals a digital transformation, one that could redefine how the sport is consumed, valued, and monetised.
First, the headline, a 35% decline in WSL TV viewership, as reported by The Guardian, points to a sobering reversal after seasons of growth. Sky Sports and BBC, which both struck deals to televise the WSL in 2021, saw fewer eyes tuning in. For a sport frequently held up as “on the rise,” the optics weren’t great.
But context is everything, broadcast schedules were more fragmented this season, with key fixtures clashing with men’s matches and Champions League ties. Time slots varied wildly, making appointment viewing difficult. Add to that an ageing TV audience and a general decline in linear television, and the dip starts to make more sense.
Streaming, Clips and TikTok
While TV may have lost viewers, digital platforms picked them up. Social media engagement for WSL content, from matchday clips on Instagram to tactical breakdowns on TikTok and X (formerly Twitter), soared. Short-form video and snackable content are the new currency, and women’s football is spending wisely.
FA WSL TikTok engagements were up over 40% compared to last year. Highlights routinely attracted hundreds of thousands of views within hours. Instagram Reels featuring top players like Lauren James, Rachel Daly, and Khadija Shaw trended throughout the season. Fans aren’t disappearing, they’re just consuming the game differently.
Younger audiences, particularly Gen Z, are far less likely to watch a 90-minute match on TV. They’re watching goals, skills, and dramatic moments in clips under 60 seconds. They’re following players, not teams. They’re engaging in comment threads, creating memes, and building communities on Discord.
For the WSL, this shift represents both a challenge and a massive opportunity. If traditional broadcasters are losing grip, rights holders need to get agile. Think vertical content and co-streaming with influencers. Think Netflix-style docs that build personal narratives.
Some clubs have already embraced this evolution. Arsenal Women’s content strategy now includes player-led vlogs, Instagram takeovers, and behind-the-scenes snippets. Manchester United Women trialled fan-generated match commentary streamed live via YouTube, while Chelsea ramped up their use of data visualisation content for tactical fans on X.
These aren’t gimmicks, they’re deliberate moves to engage digitally-native supporters. When clubs treat content as currency, engagement becomes a KPI, not just attendance or ratings.
“We’ve seen a huge surge in interest around Women’s Super League betting this season,” says Dwain Powel, Head of Sportsbook at Gold rush group. “The action isn’t just on the pitch—WSL markets are going gangbusters on both the Gold rush casino and Gbets sports platforms. With more fans following the league online and engaging with highlights and social content, we’re seeing record numbers of bets placed, especially on live and in-play markets. It’s clear that the digital buzz around women’s football is translating directly into betting excitement.”
Sponsorship Dynamics Are Shifting Too
Sponsorship value has long been pegged to eyeballs. But today, brands care as much about impressions, clicks, and cultural relevance as they do about sheer volume. That shift plays into women’s football’s hands.
Digital-native brands (think fintechs, direct-to-consumer products, and challenger banks) are drawn to the WSL not because of its legacy audience, but because of its vibrancy online. They want to reach fans where they live, on phones, not sofas. A viral post featuring a player in branded gear can outshine a pitchside hoarding in pure ROI.
As linear viewership continues its decline, it’s only a matter of time before media rights follow. The next WSL broadcast cycle will likely involve more streaming partners, platform exclusives, and maybe even a league-owned DTC (direct-to-consumer) offering. Think WSL+, with everything from live matches to lifestyle content and player profiles.
Don’t be surprised if Amazon, DAZN, or even TikTok itself enters the media rights picture. Women’s sport offers relatively affordable entry for platforms looking to scale audience loyalty through live content. The WSL could be the testing ground.
Traditional broadcasters aren’t out of the game yet. But they need to rethink what coverage looks like. Simply simulcasting a match with legacy commentary won’t cut it.
Future-forward ideas include:
- Multi-feed streams: Let viewers choose their camera angle, commentary type (pro vs. fan), or analytics overlay.
- Social-first programming: Pre-game TikTok Lives with influencers, halftime recaps in under 60 seconds.
- Interactive viewing: In-match polls, live stats integration, direct player Q&As post-match.
If broadcasters can modernise, they’ll stay relevant. If not, viewers will happily go elsewhere. Another advantage the WSL holds is its bank of relatable, articulate stars. Players like Beth Mead, Ella Toone, and Katie Zelem are not just great on the pitch, they’re great on camera. They’re active online, funny, insightful, and engaging.
More and more, they’re becoming content creators themselves. That trend should be encouraged, not controlled. The NBA learned this years ago, players are the brand. The WSL would be wise to follow suit. Player-first storytelling sells.
Grassroots and Global Aspirations
All of this matters not just for clubs and broadcasters, but for the entire women’s football ecosystem. Grassroots participation is heavily influenced by visibility. If young girls see stars like Mary Earps trending on social media or starring in a YouTube doc, they’re more likely to join a local club.
And globally, the WSL has the opportunity to position itself as the premier women’s league worldwide, but only if it adapts. The NWSL in the US, Liga F in Spain, and France’s D1 Arkema are all pushing hard in digital too. The fight for relevance isn’t local, it’s global. Yes, the drop in traditional viewership was real. But it’s not a crisis, it’s a wake-up call. The way people consume sport is changing, and the WSL has all the tools to thrive in this new landscape.
By embracing digital-first thinking, betting on personality-driven content, and moving fast to meet fans where they are, women’s football can not only bounce back, it can lead the next phase of the sports media revolution.
The future of the WSL isn’t less visibility, it’s more visibility in new places. The drop in TV viewers is a headline. But the real story? The game is growing, just not always where we’re used to looking.