Women's college basketball reached a historic high in viewership with South Carolina's championship win, raising questions on sustaining this momentum post-Caitlin Clark.

By the Numbers
  • The national championship game averaged 18.9 million viewers, 90% higher than 2023, with the Final Four averaging 13.8 million viewers.
  • The tournament across ESPN platforms had a 121% increase in viewership from 2023, marking the most-watched since 1996 when ESPN acquired exclusive rights.
Yes, But State of Play
  • Media rights-holders like ESPN, Fox Sports, and Peacock have the opportunity to showcase the sport's momentum and increase visibility.
  • Plans include enhancing the regular-season schedule visibility, securing more linear television inventory, and addressing disparities in NCAA Tournament revenue for women's teams.
  • Revenue from ad sales for the tournament is expected to increase, and opportunities are being explored to sustain the sport's star power and storytelling.
What's Next

Plans include expanding women's "College GameDay," focusing on building up stars beyond Caitlin Clark, and considering the introduction of a linear show dedicated to women's basketball year-round.

Bottom Line

The challenge now lies in capitalizing on the current momentum of women's college basketball by enhancing visibility, addressing disparities, and innovating content to sustain interest and viewership post-Caitlin Clark's departure to the WNBA.