As England prepare to defend their title at this summer’s UEFA Women’s Euro, all eyes will be on women’s sports this summer.
Sarah Levitt, senior director, marketing at Operative, talks to TVBEurope about how the rise in popularity of women’s sports is helping to deliver both more viewers and more advertising.
How critical are major live sports events in linear streaming strategies?
Premier live sports are essential to linear streaming strategies and serve as a cornerstone of the evolving streaming landscape. They offer real-time reach, drive repeat viewership, and are powerful engines for both subscriptions and ad revenue. These events create cultural flashpoints—moments audiences plan around, talk about, and revisit across platforms. As more viewers cut the cord, live sports are leading the shift from traditional cable to streaming, giving media companies and advertisers a way to blend the broad reach of linear with the targeting and interactivity of digital.
Streaming also enhances the fan experience with added flexibility, better quality, and richer features like behind-the-scenes content and interactive elements. Major events like the Olympics and World Cup continue to break streaming records, proving that live sports not only anchor viewership—they elevate the entire platform.
We’ve seen record-breaking viewership and engagement for women’s sports recently. What’s driving this cultural and commercial tipping point, and why?
It’s driven by a powerful combination of data, access, and star power. Women are increasingly equal earners and decision-makers in their households, and they’re showing up for women’s sports in record numbers. At the same time, streaming platforms have shattered the limitations of traditional broadcast, making it easier than ever to showcase thousands of hours of women’s sports and give audiences what they want—like the Paris Olympics, which featured over 10,000 hours of streamed content. Add social media, and you have a direct line between athletes and fans that fuels connection and engagement.
What are the most notable trends in viewership growth for women’s sports?
The most notable trend in women’s sports viewership is its explosive, global growth—fuelled by streaming and amplified across formats. Streaming has been a game-changer, making women’s sports more accessible to broader audiences. It’s no longer just about die-hard fans; it’s about reach. Major football tournaments like the UEFA European Women’s Championship drew nearly 58 million viewers in 2022, and the coming championship is likely to break that record. The Women’s Super League and EuroLeague Women have also seen huge gains, with YouTube deals boosting viewership and engagement across platforms. It’s not just women who watch women’s sports in Europe, as more people have access to women’s sports, more people are watching. A football fan is interested in football.
This surge isn’t limited to Europe. In the US, women’s basketball is breaking records and women’s cricket is surging in India. In the UK, nearly 45 million people tuned into women’s sports in 2024. The Women’s Asia Cup reached over 50 million viewers. Even rugby is seeing massive momentum—nearly two million watched the Women’s Six Nations title match on BBC One. What’s striking is that this isn’t isolated to one country or sport. From stadiums to social feeds, we’re seeing a coordinated rise across live broadcasts, streaming, and digital platforms. Instead of gradual growth, it’s a rapid, worldwide acceleration.
What standout success stories or milestones have emerged from recent coverage of women’s sporting events, such as the 2024 Paris Olympics, that the Women’s Euros could take inspiration from?
The 2024 Paris Olympics offered a powerful blueprint for how major events can elevate women’s sports—and why the Women’s Euros should take note. These global stages attract broader audiences, many of whom tune in out of curiosity and leave as fans. The variety and visibility of women’s events during the Olympics exposed millions to new sports and athletes, proving that when access is easy and the content is engaging, viewership follows. This creates new audiences and new advertising opportunities that sports media can’t afford to ignore.
What role does linear streaming continue to play in broadcasting women’s sports, and how are advertisers leveraging its capabilities to unlock new ad inventory?
Media companies still want to be able to sell their inventory using direct linear formats for a number of reasons. Up-front sales can help media companies lock in premium prices and guarantee revenue. Brands are often interested in complex deals that require months of planning and development, so selling linearly helps create a timeline. At the same time, millions of people will still be on cable and broadcast for years, so media companies don’t want to lose that valuable part of their business. Linear streaming mixes the best of both worlds—scheduled, must-see moments with the precision of digital delivery. For women’s sports, that means advertisers can buy into big, communal events while also reaching target audiences more directly. It’s helping broadcasters sell more flexibly and helping brands show up in the right moments.
With companies like Netflix and Disney investing in live sports, how are monetisation models adapting to the dynamic nature of sports audiences and digital consumption?
Monetisation models for live sports are rapidly evolving to match the dynamic habits of today’s digital-first audiences. Streaming platforms like Netflix, Disney, Amazon, and Apple initially built their strategies around paid subscriptions, but the rise of free ad-supported TV (FAST) has shifted the landscape. Now, hybrid models that blend subscription and advertising are the norm, with ad-supported tiers becoming critical growth drivers rather than just budget-friendly options.
As live sports become a bigger focus, platforms are adopting more flexible, data-driven monetisation tactics. Disney is expanding dynamic ad capabilities across ESPN and ESPN+, combining pre-sold inventory with personalised targeting and cloud-based delivery. Netflix is leaning into event-based sponsorships and pre-roll ads as it builds its live sports infrastructure.
Meanwhile, the definition of sports content is expanding. Fans are engaging with highlights, behind-the-scenes footage, and athlete-created clips across TikTok, YouTube Shorts, and Instagram Reels—turning every moment into a monetisable opportunity. From influencer watchalongs to alternate camera angles, new formats are reshaping engagement and revenue models. The result is a fragmented but agile ecosystem where monetisation is driven by cultural relevance, not just the broadcast schedule.
What are the most persistent challenges in monetising live sports content at scale, particularly across multi-platform environments?
One of the most persistent challenges in monetising live sports at scale is navigating fragmentation—across rights deals, platforms, measurement systems, and ad formats. Advertisers want unified, multichannel campaigns, but media companies are often forced to piece together inconsistent data and delivery systems, making it difficult to execute at scale.
At the same time, expectations are rising on all sides. Audiences demand seamless, high-quality streaming experiences with intuitive navigation and minimal interruptions, while advertisers expect flawless cross-platform execution and optimisation. Behind the scenes, many media companies are still grappling with legacy infrastructure that separates linear and digital workflows. Delivering unified campaigns, consistent reporting, and a top-tier viewer experience requires significant investment in new technology and a cultural shift across teams. Until planning and measurement tools evolve to bridge these gaps, monetisation will remain a complex balancing act.
Are there any new developments or future trends in live sports monetisation you expect to see at the Euros, and how will they evolve across the next few years?
The upcoming Women’s Euros are set to be a testing ground for the future of live sports monetisation. Expect a more flexible, digitally driven model—featuring dynamic ad packages, deeper sponsor integration, and smarter digital extensions. Innovations like QR codes and clickable links tailored for smart TVs will make it easier to drive immediate engagement, while increased personal interaction with athletes on social platforms will create new value for brands.
Prize funding is up, long-term investment is growing, and future sponsorship deals are likely to blend pre-sold inventory with real-time activation. Media companies will also use the Euros to understand and engage Gen Z—now entering the workforce and influencing spending decisions. The result: more brands showing up across more touchpoints, from live broadcasts and social content to retail activations, all centred around a single event.
