Despite the growth and popularity of women’s sports, women still get less coverage.
Despite the major ongoing progress of gender equality, women’s sports receive less media coverage than their male counterparts. A 2021 study by the University of Southern California and Purdue University found that women’s sports received only around 5% of sports media on television and the web. The imbalance is not due to a lack of talent or viewers’ demand, but a product of ingrained gender bias, disproportionate budgets and sports networks’ interests.
Historically, games for men have been considered more “competitive” and “marketable,” while women’s games have been considered the second option. These perceptions still affect networks in determining what to air. Women sportspeople are regularly reported through stereotypes addressing their appearance or personal lives rather than what they achieve on the field. Research shows that even when women’s games are aired, only 10% of commentary is about athletic proficiency, while nearly 80% of men’s sporting programs are.
Economic considerations also come into play. Broadcasters have tended to argue that women’s sports appeal to fewer viewers and provide less advertising revenue. But then it becomes a self-sustaining loop: if they don’t get regular coverage, then fewer opportunities exist for fans to become involved. For example, in the 2023 NCAA Women’s Basketball Championship, 9.9 million viewers were reached, setting new records and demonstrating that when women’s sports are showcased, they achieve solid responses. Decades of financial investment have blessed men’s leagues and could never be realized by women’s sports at the same level.
Habits of media consumption and cultural norms reinforce the gap. Even major triumphs like the U.S. Women’s National Soccer Team claiming the World Cup in 2015 and 2019 were given brief flashes of attention before they faded from headlines. Instead of ongoing exposure during the course of the season, women’s athletics are sold as standalone “events.” This limited coverage does not permit players to command the same sustained exposure and dedicated fans as do male players.
In short, women’s sports are still susceptible to bias, funding and omission by the media, which limit their exposure on large media outlets. Equality is not the only problem; more coverage is needed for the growth of the sports industry in general. Recent rating levels demonstrate a dedicated and growing audience for women’s sports. Giving female players the respect they deserve would strengthen both the sports community and the broader fight for gender equality.