TV viewing figures for the NWSL are down: is there cause for concern?

"As first reported by Sports Business Journal, when the league took a month-long break midway through the year this July, ratings were down by 8% across their multi-platform media partnership. That partnership, which is now in its second year, was signed in November 2023 with CBS, ESPN, ION (Scripps Sports) and Prime Video for a deal worth $240m a huge increase from their previous one-party partnership with CBS worth $4.5m."

"In its first year, the league saw a big uptick in viewing numbers as matches proliferated across a variety of outlets, reaching a wider audience. Women's Super League 2025-26 previews No 9: Manchester City At the close of the 2024 season, Nielsen measured a five-fold increase in total viewership (18.7m) across all platforms from the previous year. The championship match became the most-watched game in league history, peaking at 1.1m viewers and averaging 967,000 on CBS."

"As an example, all three members of the USWNT's forward line, who combined for 10 goals at last year's Olympics Sophia Wilson (nee Smith), Mallory Swanson and Trinity Rodman have been absent for most of the 2025 season as the first two are on maternity leave and Rodman in rehab for chronic back pain. Rodman has since returned to the field for the Spirit and there are hopes her star power may aid end-of-season momentum."

Midseason NWSL television ratings dropped about 8% during a month-long July break, despite previously large gains from an expanded multi-platform media partnership. The current partnership, signed in November 2023 with CBS, ESPN, ION (Scripps Sports) and Prime Video, is worth $240m, a major increase from the prior $4.5m CBS-only deal. Nielsen recorded a five-fold rise to 18.7 million total viewers in 2024, with the championship peaking at 1.1 million and averaging 967,000 on CBS, an 18% increase from 2023. Missing star players, including two on maternity leave and another in rehab, contributed to the midseason dip. Trinity Rodman has returned, and Mexico forward Lizbeth Ovalle joined Orlando Pride, offering potential late-season momentum.

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