Niche Sports Aren’t So Niche Anymore As Networks Place More Bets

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In the streaming age, live sports acts as the primary power source for linear TV – this much is clear. Given this reality, it’s only logical for networks to seek methods to expand their audience, especially considering that football seasons don’t span the entire year.

It appears that idea is proving effective. As broadcast stations are becoming more committed to the diverse range of sports they present – with the expense of airing major sporting events escalating significantly, making it unaffordable for some – what were once considered specialized sports offerings are now drawing consistent, substantial viewership at a comparatively lower cost than the rights fees for broadcasting the NFL and NBA.

Following a successful breakout season, the WNBA has managed to maintain high television ratings for its nationally broadcasted games on ESPN/ABC, CBS, and Ion. Recently, Wimbledon concluded its best-watched tournament in six years. Even smaller national soccer tournaments are setting new records for viewership.

Compared to popular sports leagues like the NBA, Major League Baseball, and NFL, fewer people watch most other sports. However, WNBA games often attract a similar number of viewers as regular season games in MLB or the NBA. Moreover, while the viewership for the CONCACAF Gold Cup final is smaller than that of the World Cup, its recent English-language broadcast attracted its largest audience yet.

During the first half of this WNBA season, ESPN’s broadcasts of women’s basketball have seen a 10% increase compared to the previous year, with three of the top five regular season games ever played airing this time around. This follows a 2024 season that saw an audience more than double compared to the year before. Ion’s over-the-air broadcasts have grown by 12% compared to 2024 (595,000 viewers vs. 529,000), and CBS’ smaller schedule is averaging about the same number of viewers as in 2024 (1.38 million).

It’s worth mentioning that despite Indiana Fever guard Caitlin Clark missing around half her team’s games due to injuries, the audience has remained steady. The All-Star Game on July 19 attracted 2.2 million viewers, which is a significant drop from last year’s record (which was broadcast on ABC instead of ESPN), but still the second most-watched game in the league’s history.

A significant rise in WNBA game viewers and a substantial hike in media rights fees starting from 2026 are crucial aspects being discussed in the talks between the players’ union and the league. Over the all-star weekend, several players expressed their demand by wearing T-shirts that read “Pay Us What You Owe Us.

ESPN’s coverage of Wimbledon this year was its strongest since 2019, attracting an average of 721,000 viewers throughout the tournament. The men’s final on July 13 saw a staggering 3.2 million viewers, marking a 26% increase compared to last year. Interestingly, the women’s final on July 12 managed to draw in 1.9 million viewers, despite Iga Swiatek’s dominant 6-0, 6-0 victory over Amanda Anisimova, which was an 18% improvement over the previous year.

The trends persist: The CONCACAF Gold Cup final on July 6 garnered 3.84 million viewers for Fox, a record for an English-language broadcaster in the history of North American soccer tournaments. This was followed by significant viewership increases for the women’s European championship, which surpassed its 2022 quarterfinal audience by more than double. Formula 1 consistently attracts 1.3 million viewers on ESPN, a substantial increase from the beginning of their current contract, partly due to the popularity of Netflix’s Drive to Survive docuseries. There are rumors that Apple may pay a higher fee to secure F1 rights from ESPN starting in 2026. Additionally, both the men’s and women’s College World Series exceeded 1 million viewers this season. These numbers continue to grow.

The examples keep repeating: The final of the CONCACAF Gold Cup on July 6 gathered 3.84 million viewers for Fox, a record for an English-language channel in the history of North American soccer tournaments. This was followed by significant viewership growth for the women’s European championship, which surpassed its 2022 quarterfinal audience by more than double. Formula 1 typically garners 1.3 million viewers on ESPN, a notable increase from the start of their current contract, largely due to the success of Netflix’s Drive to Survive docuseries. There are speculations that Apple may pay a premium to obtain F1 rights from ESPN starting in 2026. Furthermore, both the men’s and women’s College World Series surpassed 1 million viewers this season. These numbers continue to climb.

Previously, it was often argued that sports shown on television outside of the top four professional U.S. leagues, as well as college football and men’s basketball, lacked substantial fan bases, making significant investments in them seem unnecessary. However, the rising viewership, coupled with affordable rights deals compared to established giants and advertisers willing to invest in such programming, implies that perhaps broadcasters were not diligent enough in seeking these audiences out.

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2025-07-22 22:55