Anyone who follows professional basketball knows that the popular narrative surrounding the WNBA is, currently and historically, not very positive. With only 25 seasons played in the league’s history, the WNBA has frequently struggled with attendance, viewership, and, subsequently, revenue.
The differences between the public’s interest in the NBA versus the WNBA have often been used as a justification for vast compensation inequalities. The average NBA player makes around $2.5 million annually, while the average income for WNBA athletes is $75,000. Even NBA rookies bring home over 10x the average salary of a professional female athlete in the WNBA. In recent years, comparisons between the two leagues have been used to make a larger statement about gender inequality in the professional environment.
However, over the course of the 2021 season, the WNBA has experienced a massive jump in viewership. Across ABC, ESPN, and ESPN2 platforms, the WNBA is averaging 357,000 viewers, a 74% jump from the 2020 season. This is especially remarkable considering viewership in 2020 was already up by 68% from the 2019 season. This season’s opener also saw a 25% increase in ratings from the previous season, as well as two of the three highest viewership numbers in the last nine years.
It is safe to say that the WNBA is becoming more popular. But what does increased viewership mean for the league’s future?
More Accessibility
With the increase in popularity and viewership, this year’s WNBA games are being broadcasted on Amazon Prime Video for the first time. Additionally, Google recently committed to becoming a WNBA Changemaker, for which they will work together with the league to develop marketing strategies and new Google experiences for fan accessibility and enjoyment. The inclusion of the league on major tech and streaming services will only make games more available to the public and continue to propel the sport forward.
Expansion Interest
At its peak, the WNBA included 16 teams, however, with some franchises folding due to financial hardship, the league has fallen to a 12-team membership. However, with the swelling of incoming talent and national interest, the topic of expansion is back on the table. Earlier this year, league commissioner, Cathy Engelbert, commented, “I think if we have a very successful season this year, this time next year, we can certainly start talking about what expansion would look like, how many [teams], and the timeframe over which that would occur”. With marketable cities like San Fransisco, Toronto, and Miami in the hunt, it is more than likely that the WNBA and its new viewership numbers will see an expanded roster in upcoming seasons.
Female Mega-stars
Although there are undeniably Hall of Fame WNBA stars, such as Sue Bird and Diana Taurasi, we have not seen WNBA athletes marketed or acknowledged to the degree of their NBA counterparts. With more WNBA viewership, the future of the league will include more megastars. Up-and-coming athletes will earn more name recognition and media attention, which we are already seeing with blossoming stars like Sabrina Ionescu and Arike Ogunbowale.
Steps Towards Equality
The WNBA is making big moves towards gender equality in the sports world. In 2020, WNBA athletes were finally granted their full salaries during pregnancy, along with two-bedroom apartments guaranteed by the league and a child-care stipend of $5,000. Sue Bird, legendary Seattle Storm point guard and outspoken social advocate, commented, “The deal represents moving forward both from a WNBA perspective, but also in general, for women in sports and society…We’re going to be looked at as, I think, pioneers in the sports world”. With increased interest, the league will only have more resources, funding, and connections to continue to create change.
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