Sky Sports has reported a significant increase in female viewership, driven largely by its investment in tennis. The network's overall audience is 31% female, but for tennis, that figure jumps to 58%, a proportion that no other sport can match, according to executives.
Sky returned to tennis in 2023 with a five-year deal for the US Open and exclusive rights to ATP and WTA Tour events. Managing director Jonathan Licht said the strategy aimed to attract more women, noting that the broadcaster's share of total TV viewing among women has risen by 27% over five years.
The results have been dramatic: Sky's overall tennis audience grew 30% year-on-year, while female viewership rose from 53% last year to 58%. Yath Gangakumaran, Sky Sports' executive director of commercial, said: 'No sport comes close to tennis in terms of female viewership.'
Other broadcasters are also capitalising on the trend. TNT Sports, which inherited the French Open from Eurosport, saw a 55% female audience for this year's tournament and has extended its deal for the Australian Open until 2031. The BBC's Wimbledon coverage also attracted 58% female viewers.
Gangakumaran noted that sport has historically been male-dominated, but tennis is helping to shift the balance. 'Our viewing by women is the highest proportion we've ever had in Sky Sports' 35-year history,' he said, adding that Formula One is also becoming more popular with women but remains far behind tennis.
