Broadcasters Grapple With Evolving Women's Football Audience

The recent departure of Alex Scott from her presenter role at Disney+ for women's football coverage has highlighted a significant challenge facing broadcasters: catering to a growing and diverse audience.

The sport has seen a surge in interest over the past five years, with major broadcasters like Sky Sports and the BBC investing in its coverage. Disney+ entered the space by acquiring rights for the Champions League starting in the 2025-26 season. This expansion has led broadcasters to experiment with various formats, styles, and tones to capture new viewers, with some experiments proving more successful than others.

Carrie Dunn, a journalist with over two decades of experience covering women's sport, noted that broadcasters are struggling to define their target audience. "A lot of it is targeted at a new generation and it's clearly not for people who have watched women's football for longer," Dunn stated. She also pointed to resourcing issues, where budget cuts can lead to fewer presenters and pundits trying to appeal to everyone, which she believes is ineffective.

The BBC announced in the summer that its Women's Super League highlights show would not return for the 2026-27 season. However, the broadcaster maintained its commitment to women's football, citing the introduction of a dedicated YouTube channel, a debate show called "The Women's Football Fallout" on BBC iPlayer, and the availability of clips and analysis on its website as evidence of this commitment. This shift away from linear television, according to the BBC, reflects changing audience habits.

This transition presents difficulties in balancing the needs of different fan groups. "It's a tough balance where you've got to explain some context to the new fans without patronising your older fans," Dunn added. "That's something the major broadcasters have not found a solution to yet." She emphasized that while risk-taking in coverage is welcome, broadcasters should prioritize delivering high-quality match coverage first.

Coaches in the sport acknowledge the progress and the experimental nature of current coverage. Aston Villa interim boss Brian Sorensen, who began coaching in Denmark in 2009, sees the innovations as positive, even if not all are perfect. He noted the significant improvement from the early days of poor live streams to the current standard. Andree Jeglertz, manager of champions Manchester City, agreed, stating that the increased availability of the sport is the most crucial factor. Tottenham counterpart Martin Ho suggested that clubs and players have a responsibility to ensure the on-field product is compelling, regardless of broadcasting decisions.

Chelsea's Sonia Bompastor expressed openness to new coverage approaches, provided they are accompanied by proper analysis. "Anytime you try to do something new, you will please some people and upset others," she said. "Sometimes you need to be patient and analyse as it is too soon to say if something is right or not."