Game-changing dynamics are reshaping women’s sports viewership. Fresh data from CivicScience reveals a significant surge in fan engagement—particularly among two surprising demographics. As 2025 kicks off, industry leaders and brands should note the dramatic shift as Gen Z and male viewers emerge as powerful drivers behind the growth of women’s athletics. The data signals a transformative moment for sports marketing, challenging traditional audience demographics and fan behavior assumptions. 52% of adults under 25 now say they’re interested in watching or attending a women’s sporting event. Basketball is the most popular sport right now, followed by golf and UFC. 34% of men say they follow the WNBA at least “somewhat” closely, up from just 12% five years ago.