From attendance to social media interaction to streaming to television viewership, the WNBA is on a meteoric rise.
Recent numbers released by the WNBA last week show the unprecedented growth that has already occurred since the league tipped off in mid-May. It was the highest opening month in 26 years, and the most-watched start to the season across all network partners, ever.
I know what you’re thinking. Caitlin Clark. She’s the sole reason for the dramatic increase in numbers across the board, right? All of the media focus and attention? All the new fans? The merchandise sales?
“It’s more media attention than ever on our league but it’s also a changing media landscape. Fans are able to access the games in more ways than ever before. Then you have the high quality of play on the court from our veterans to today’s stars and then the next generation that we’re seeing in this new class,” says WNBA chief growth officer Colie Edison. “They are amazing athletes who bring with them their followers from the NCAA into the WNBA. And that’s really what we’ve been preparing for and what we’ve been waiting for, and what we’re so happy to see.”
The WNBA has been desperately trying to bridge the wide gap from fandom in the NCAA to the WNBA for many years now, and NIL has changed the game. While Clark has brought the lion’s share of new fans and media attention to the WNBA, she’s not the only one. The entire rookie class has played a huge part.
Let’s take a look at the numbers.
Clark’s biggest impact has been on television viewership and attendance. That is without question. The 2024 WNBA opening night matchup between the Indiana Fever and the Connecticut Sun averaged 2.12 million viewers across ESPN2, ESPN+, and Disney+, peaking at 2.34 million viewers, making it the most-watched WNBA game on Disney platforms ever. Less than a week later, both teams met again. The rematch averaged 1.56 million viewers, making it the most-viewed WNBA game on ESPN in the history of the league.
Every game Indiana has played on national television so far this season has drawn high viewership. As far as attendance goes, the Fever is shattering franchise records left and right — surpassing last season’s total attendance (in 20 games) just five home games into the regular season. Sellouts at Gainbridge Fieldhouse have become the norm and Indiana has set the bar for average season attendance so far this season with 16,683 fans per game.
These are the numbers that are making headlines, as they should. But here are some more intriguing numbers that haven’t gotten as much attention:
- ION, only in its second year airing WNBA games, has seen viewership increase by 51 percent, over the 2023 season. (Indiana was not featured in the opening night slate.)
- Throughout the first week of the WNBA season, four of the five moments that drove the most engagement on social channels featured highlights of Clark, Chicago Sky’s Angel Reese, Los Angeles Sparks’s Cameron Brink, and Las Vegas Aces’ Kate Martin.
- WNBA merchandise sales have increased a whopping 236 percent, with Clark, Reese, and Brink ranking in the top five for jersey sales during the first week of the season.
- The WNBA App’s monthly active users are up 613 percent and League Pass subscriptions more than tripled in the first two weeks of the season with the highest average minutes watched in league history.
- Throughout the league, WNBA arenas filled to a 94 percent capacity, up 17 percent from last year.
- WNBA Countdown on ABC and ESPN2 has averaged 741,000 viewers, up 211 percent.
- On CBS, in the Network’s first game of the season, the New York Liberty faced off against the Minnesota Lynx (on May 25) and averaged 704,000 viewers, making it the most-viewed WNBA game on CBS, ever.
- WNBA social channels garnered 157 million video views through the first week of the season, up 380 percent.
- The Las Vegas Aces sold out 19 of 20 home games for the season. The Dallas Wings and the Atlanta Dream sold out their season ticket membership before the season even started.
“The metrics across the board tell the story and it’s what we’ve been saying all along,” says Colie Edison. “The demand is there, the product is the best that it’s ever been, and fans love the WNBA.”
CBS recently announced last weekend’s matchup between the Fever and the Sky drew 2.25 million viewers (peaking at 3 million), making it the most-watched WNBA game on any network in 23 years. The budding rivalry between Clark and Reese has not only become a sports media talking point, it’s must-see television. The combination of talent, established player brands and platforms, and a highly physical and competitive league has been the perfect blend for increased attention.
In short, Clark, the 2024 rookie class, veteran star players, and the league as whole, all deserve credit. The momentum has been building for years.
“This is my third season with the league and our phone has been ringing off the hook ever since the NCAA Final Four and up through the WNBA draft. Every day, I’m fielding companies who want to align themselves with the WNBA. They believe in what we’re doing and they see the power of investing in women. Ultimately, they know they’re going to get a return on their investment.”
Edison believes the WNBA has not only been waiting for this moment but the league has been dutifully prepared by putting the infrastructure in place and setting itself up for future growth with the influx of talent and big-time stars like Paige Bueckers and JuJu Watkins coming in from the college ranks.
Despite this being a compressed season because of the upcoming Olympic break, the sprint to the playoffs and eventual WNBA championship should continue to yield high numbers, even if Clark and Indiana don’t make the playoffs.
