WNBA Leads Surge in Women’s Sports Popularity, Driven by Innovation and Accessibility
The Women’s National Basketball Association (WNBA) continues to demonstrate remarkable growth, retaining its position as the top-performing sports property for online search growth in the 2026 SportOnSocial Global Sports Properties report. This sustained momentum reflects a broader trend of increasing popularity for women’s sports, fueled by enhanced accessibility and sustained fan engagement.
WNBA’s Digital Dominance
According to the report, the WNBA experienced an impressive 140% increase in global online searches in 2025, surpassing all other major sports entities worldwide. Radtorch’s SportOnSocial report, which utilizes data from Google Trends, highlights the league’s ability to maintain this top ranking even with key player Caitlin Clark facing significant time off due to injury.
This growth is further substantiated by a 21% increase in WNBA TV viewership in 2025 compared to 2024, and record-breaking attendance figures, surpassing levels not seen in 37 years. Sportspro
The Rise of Innovative Sports Formats
Beyond the WNBA’s success, the SportOnSocial report identifies a broader shift in fan preferences towards innovative, fast-paced sports formats. Short-form and accessible properties are increasingly gaining traction, outperforming traditional models.
Specifically, the FIA World Endurance Championship (+108%), Ultimate Tennis Showdown (+106%), and SailGP (+84%) were among the fastest-growing sports properties for online search in 2025. Sportspro SailGP, in particular, reached 215 million cumulative global viewers in 2025, up from 193 million the previous year.
These formats are characterized by blending short-form competition, recognizable talent, and streamlined global distribution models, often prioritizing digital platforms and engaging social media content.
Combat Sports Regain Momentum
The report also notes a resurgence in the popularity of combat sports. ONE Championship experienced a significant jump of 17 places in global search interest following a broadcast deal with Amazon Prime Video, while the Ultimate Fighting Championship (UFC) rose 21 places to 18th overall in 2025.
This trend suggests that the scale of combat sports is increasingly driven by streaming distribution and cultural reach, with organizations that secure global platforms and expand internationally gaining a competitive edge.
Expert Insight
Jess Reus, Redtorch’s Head of Communications & Women’s Sport Lead, commented on the findings: “The latest SportOnSocial findings display that women’s sport – led by the WNBA – continues its growth momentum with enhanced structures, audience accessibility and sustained fan relevance. A 140% increase in global search interest following the WNBA’s number one position last year, alongside record attendance and rising broadcast audiences, reinforces that demand is now durable, rather than dependent on individual star moments.” Sportspro
Reus further emphasized that audiences are gravitating towards fast-paced, short-form, and digitally native content, while combat sports demonstrate the power of always-on narratives and global streaming distribution.
Looking Ahead
The SportOnSocial Global Sports Properties 2026 report underscores the importance of innovation, accessibility, and cultural relevance in driving growth within the sports industry. Properties that embrace these principles are poised to not only expand their audiences but also enhance their brand appeal and commercial value.