Data: Female Sports Influence Grew in 2023
In 2023, women’s soccer viewership more than doubled to 1.4B views.
New research from Tubular Labs, the leader in global social video intelligence, reported a record-breaking TV audience for the women’s bracket in March Madness this year. This growth was coupled with an impressive increase in social views, which escalated by 5x year-over-year across social platforms.
In their latest research, 2023 Social Video #Rewind, Tubular noted the intertwining impact of women and sports across social platforms. Primary findings include:
- In 2023, women’s soccer viewership more than doubled to 1.4B views.
- Rihanna’s “big game” appearance had a lasting impact on consumer trends. Tubular data showed that NFL viewers visiting the Fenty Beauty website grew by 197% in the month after the game, and continued to visit the site long after the game’s buzz died down.
- After Taylor Swift started dating footballer Travis Kelce, the NFL’s female audience has increased by 29.4% across Facebook & YouTube, according to data from Tubular.
To read more about the biggest social video trends in 2023, and the impact they’ll have in 2024, head to Tubular’s 2023 Social Video #Rewind analysis here.
