WTA reviews 2024 audience: viewership exceeds 1.1 billion

The WTA, citing data from the analytics company YouGov, has reported a record increase in its viewing audience for 2024.

The total number of fans who watched at least one of the more than 50 Hologic WTA Tour tournaments surpassed 1.1 billion for the first time, marking a 10% year-over-year increase.

A significant contribution to this growth came from the debut WTA Finals in Riyadh, organized with the support of PIF. The event attracted a record audience for WTA’s season-ending championships, reaching 78 million viewers — 160% more than in 2023.

The return of WTA broadcasts in China was also a key factor in expanding viewership. In 2024, WTA signed an agreement with China’s leading sports channel, CCTV-5, along with other platforms managed by China Media Group, further increasing its audience in the region.

Additional insights from YouGov highlighted the commercial value of WTA’s audience. Two-thirds of its global viewers are under 45 years old, and WTA fans tend to have higher-than-average incomes compared to general sports fans. Additionally, WTA followers show greater engagement with sponsor brands — 59% of them pay attention to event sponsors, compared to 47% of general sports fans.

WTA’s growing popularity is reflected not only in TV ratings but also in increased ticket sales. In 2024, on-site attendance rose by 15%, reaching 3.5 million.

Photo: Flickr.com/KA Sports Photos