Nielsen, ESPN share WNBA viewership insights that illustrate league’s growth among key demos

The GIST: Earlier this week, Nielsen shared WNBA viewership insights from the 2025 season and the 2026 WNBA Draft. The numbers show impressive overall success, as well as high growth in specific demographics and regional markets. That, coupled with brand-new viewership data from ESPN, illustrates that the league is stronger than ever in year 30. Let’s get into the paint.

📈 WNBA viewers watched 220M hours last season, up 16% YoY. Nielsen estimates 46.9M U.S. fans tuned in, up 31% in two years. And they showed up often: There were 1.3M average viewers for ESPN regular-season games (up 6% YoY) and 1.2M average viewers for postseason games (up 5% YoY).

📺 The 2026 WNBA Draft drew 38% more Black viewers than the 2025 event. This year’s draft saw viewership growth among other key demos, including 19% more Hispanic viewers and a 21% increase among women over 18. Zillennials are also getting into the game: There was 15% YoY growth among viewers aged 18 to 34.

🔥 The WNBA is seeing growth in certain markets fueled by expansion and other factors. With the Portland Fire’s inaugural season around the corner, Portland saw a 40% YoY viewership increase for the WNBA Draft this year. There was also 19% YoY growth in LA thanks to UCLA’s recent NCAA women’s hoops championship.

⭐ And the numbers keep climbing. ESPN’s Saturday WNBA doubleheader averaged 1.9M viewers in the network’s second most-watched opening weekend. The Dallas Wings vs. Indiana Fever averaged 2.5M viewers in the second most-watched regular-season game in ESPN history. Star power is everything.