As Netflix secured the US rights to the FIFA 2027 Women’s World Cup. It became clear that the foray into live sports by the big streamers is more than a passing fad. Following on from Amazon showing live soccer from the UK. DAZN will be showing the inaugural FIFA Club World Cup. This is clearly an area that is attracting significant new investment. Fortunately the men’s and growing women’s game seem to be working side by side, rather than eroding the market share of either party.
When England women won the 2022 Euros final, it was watched by a record audience of 17.4 million at its peak. When England women played in the World Cup final the BBC announced a peak audience of 12 million viewers on BBC One. This was higher than the men’s Wimbledon final in July which peaked at 11.3 million that year. While the successful international team have achieved excellent tournament viewing figures, this has not been the case at domestic league level. This maybe about to change with the introduction of YouTube into the viewing equation.
YouTube boost for women’s football
Women’s domestic leagues worldwide are having a tougher time attracting TV viewers for standard league matches. This may change now YouTube have entered the field of play.
Since YouTube replaced the FA Player, matches not shown on the TV networks that used to be shown on FA Player have trebled their audiences. The highest FA Player viewing figure was nearly 80,000, whereas already the Arsenal Vs Leicester match on YouTube attracted 250,000 viewers.
According to the Guardian Newspaper the WSL have agreed a record £65m domestic five-year TV deal with Sky Sports and BBC. The deal will run for 5 years from 2025/26. It is thought to be worth £65 million, a large increase from the currently rumoured £7 – 8 million currently being paid. With productions costs the deal could reach £100 million with Sky being the major investor. In return Sky can show up to 118 live matches with the BBC showing up to 21 live matches. Women’s Professional Leagues Limited (WPLL) who now run the top two leagues in England (taking over from the FA), negotiated the deal.