The year 2024 has marked an extraordinary era for women’s sport in Australia. Coming off the back of a huge 2023 for the Matilda’s, women’s sports have achieved unprecedented milestones across the Women’s Big Bash League (WBBL) and the AFLW, just to name a few. Both leagues have shattered viewership records, solidifying their place in the hearts of fans and proving the growing appetite for female-led competitions.
The WBBL 2024 season emerged as the most-watched ever across the Foxtel Group platforms, including Foxtel, Kayo Sports, Foxtel Now, Foxtel Go, and BINGE. Streaming minutes skyrocketed by 41 per cent year-on-year, with a staggering 132 million minutes streamed. This marked the fourth consecutive year of audience growth for the league.
The Finals clash between the Melbourne Renegades and Brisbane Heat secured its place as one of Foxtel Group’s top five most-watched WBBL matches of all time.
“It’s great to have such a quality competition as part of our ‘Summer of Cricket’ schedule,” said Rebecca McCloy, executive director – commercial sport at Foxtel Group. “We have and will continue to champion women’s sport”.
Cricket Australia’s Executive General Manager of Big Bash Leagues, Alistair Dobson, echoed these sentiments: “The WBBL is the world’s best cricket league for women, delivering top-quality cricket for our passionate fan base”.
The AFLW 2024 season also experienced unparalleled success, becoming the highest streamed in history across Foxtel Group platforms with a remarkable 61 per cent increase year-on-year. In total, 179 million minutes were streamed, while linear audiences on Foxtel saw a 12 per cent growth. Collectively, audiences across Foxtel Group increased by 29 per cent year-on-year, making 2024 the best-performing season since 2018.
The Grand Final, where North Melbourne Kangaroos made history as the first undefeated team across AFLW and AFL seasons, set new records as the highest-performing AFLW Grand Final, with viewership up 31 per cent year-on-year.
“Our commitment to growing women’s sport is working. Congratulations to the AFLW and the North Melbourne Kangaroos on an incredible season,” said Fox Footy general manager Michael Neill.
The season also featured five of the top 10 all-time streamed AFLW games, further demonstrating the league’s expanding fanbase.
The success of both leagues underscores a pivotal moment in the evolution of women’s sports. Audiences are tuning in like never before, driving not only viewership but engagement across all platforms. This surge in popularity reflects the quality of competition, the strategic investments by broadcasters, and a societal shift in recognising the value of women’s sport.
As 2025 approaches, the momentum shows no signs of slowing. With more commentators, expanded coverage, and an ever-growing fanbase, women’s sport is poised for even greater achievements.
