Why is NWSL TV viewership down in 2025?

NWSL TV ratings dropped 8% midseason mainly due to injuries of star players like Mallory Swanson and Trinity Rodman, reducing mainstream appeal.

Is NWSL attendance growing despite TV declines?

Yes, stadium attendance hit record highs in 2025, including Bay FC’s 40,091 turnout, showing strong in-person fan support.

How many fans attended NWSL matches in 2024?

In 2024, more than 2 million fans attended NWSL matches, setting an all-time record for the league.

Which platforms are driving NWSL digital growth?

NWSL+ streaming, Amazon Prime, YouTube FAST channels, and social platforms like TikTok are fueling digital engagement.

What is the future outlook for NWSL viewership?

With the return of international stars and playoff excitement, experts predict NWSL ratings will rebound in late 2025.

NWSL Viewership Dips, But Attendance Hits New High

NWSL Viewership Dips, But Attendance Hits New High: Amid midseason turbulence, the National Women’s Soccer League (NWSL) is witnessing an intriguing contrast: a decline in TV viewership by 8%, yet attendance figures are surging—even breaking records in 2025. This story of contrast reflects both the challenges and resilience within women’s soccer.

TV Viewership: The Dip

2025 NWSL multiplatform viewership dropped 8% midseason, according to Reuters.
Average viewers across ESPN, ION, CBS: ~189,000, compared to ~205,000 last season.
The absence of stars like Mallory Swanson, Sophia Wilson, Trinity Rodman, and Rose Lavelle affected ratings (The Guardian, Sports Business Journal).

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Attendance: Rising Strong

NWSL Viewership Dips, Excited NWSL fans cheer during record-breaking match

In contrast, stadiums are packed: NWSL broke attendance records in 2024 with over 2 million total fans and continued growth in 2025.
Bay FC’s game at Oracle Park drew 40,091 fans—the highest single-match NWSL attendance ever.

What’s Behind the Disparity?

Fans are returning in person due to star players’ comebacks, local marketing efforts, and intense in-stadium experiences. August viewership on ION rebounded with 162,750 avg, peaking at 188,000 during high-profile return matches.
Meanwhile, digital viewership showed growth: live streams surged 34%, total viewing minutes topped 1.2 billion, and FAST platforms climbed 18%.

Demographic Shift & Media Landscape

Viewership declined among older viewers (55+), but demographics aged 18–34 and 18–49 saw +8% increase, indicating strong interest among younger fans.
Streaming platforms like NWSL+, Amazon Prime, and YouTube FAST channels are gaining traction, changing how fans engage with the league.

Midseason Star Power and Key Events

Return of international stars post-Euro 2025 and Copa América Femenina is expected to revive interest.
Milestones like Alex Morgan’s retirement match and Bay FC’s packed turnout signal rising momentum.

Broader Context: Women’s Sports Trends

While NWSL attendance grows, other women’s leagues face challenges: WNBA ratings have fallen 55% after the injury of superstar Caitlin Clark (New York Post).
In Europe, WSL TV audiences dropped 35%, though digital views soared 154% on platforms like TikTok and YouTube.

Navigating the Path Forward

The NWSL viewership dip attendance surge underscores a complex media landscape and shifting fan behavior. While TV numbers decline, matchday energy and digital engagement are strong. If the league continues leveraging star power and streaming innovation, NWSL could finish the season on a high note with playoffs & finals driven by fan fervor.