U.S. national team breaking viewership records for Women's World Cup
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U.S. player Alex Morgan advances the ball during the FIFA Women's World Cup match against Portugal on Aug. 1. Photo: Robin Alam/USSF/Getty Images
Audience numbers for the U.S. women's national soccer team's three games in the World Cup's opening stage are breaking records, rising 11% over similar games four years ago.
Why it matters: Viewership is skyrocketing even though USWNT barely squeaked into the knockout stage, indicating surging interest in women's sports .
- The audience boost is also a sign that the team's popularity is catching up with its elite status as four-time World Cup champions.
By the numbers: The USWNT's 3-0 opening game win over Vietnam on July 21 averaged 5.26 million viewers — a 99% increase from the team's opening match in 2019, according to Fox Sports.
- Its second group stage match against the Netherlands on July 26 drew 6.43 million viewers, a 21% increase over four years ago, according to Fox Sports. It set the record for a Women's World Cup group-stage match on English-language television in the U.S.
- On Tuesday, USWNT advanced to the knockout stage of the World Cup after a 0-0 draw with Portugal, with 1.35 million viewers tuning in — despite the fact that it aired at 3am ET.
- The group stage matches averaged 4.35 million viewers, a record in the U.S., according to Fox Sports.
Between the lines: Viewership numbers have risen significantly even though U.S. audiences are contending with a more burdensome time difference in this year's tournament in Australia and New Zealand, with many games airing in the middle of the night.
- During the 2019 Women's World Cup in France, U.S. audiences were able to watch live matches during regular waking hours.
The big picture: The global popularity of women's soccer has also been surging. A FIFA benchmarking report on women's soccer from October noted that it has seen growing commercial and broadcast revenues from sponsorships, merchandising and broadcast deals.
- FIFA has also increased the prize pool money for this year's Women's World Cup to $110 million, nearly quadruple the $30 million it offered in 2019.
Yes, but: Women's soccer remains undervalued compared to its counterpart.
- FIFA offered a prize pool of $440 million for the men's World Cup in Qatar last year.
- FIFA's sale of the TV rights for the Women's World Cup ended up bringing in about $100 million less than its anticipated revenue target, the Wall Street Journal reported.
Zoom out: Women's soccer joins a slew of other women's sports teams in the U.S. that have enjoyed soaring popularity in recent years.
- The women's NCAA March Madness tournament earlier this year saw viewership jump 42% from last season.
- The WNBA has seen a 67% increase in viewership for nationally televised games since last season, as well as increased attendance and revenue growth from sponsorships and merchandise.
What to watch: The USWNT's next match will take place Sunday at 5am ET.
