Glance: women’s sport and new formats lift live sports audiences
A new report from Glance shows that live sports audiences are growing again, driven largely by the rise of women’s sports and innovative broadcast formats. Data indicates that women’s competitions are attracting broader and more diverse viewers, including younger audiences and more families, thanks to improved visibility, better scheduling, and increased media coverage.
The study highlights that new broadcast formats—such as shorter match versions, interactive viewing features, streaming-first distribution, and behind-the-scenes content—are boosting engagement and keeping viewers watching for longer. Social media integration and mobile-friendly experiences are also helping live sports reach audiences who previously did not follow traditional broadcasts.
Glance notes that women’s sports events have shown strong growth in both attendance and viewing figures, sometimes outperforming men’s events in engagement rates. Broadcasters and rights holders are increasingly investing in these areas, seeing significant commercial potential.
The report concludes that the combination of expanding women’s sports and innovative presentation formats is revitalising the live sports market, offering new revenue opportunities and helping broadcasters retain viewers in a competitive entertainment landscape.
