Welcome to Data Insights: More Than a Moment. A series unpacking key data from the latest Women’s Sport Trust Visibility Report – what it shows, and why it matters now for women’s sport.
In 2025, the WNBA led global women’s sport leagues and properties for social content volume on Instagram and TikTok, uploading around 1,000 more videos than the next-highest women’s account, the WTA, on Instagram. That output translated into scale, with the WNBA recording 1 billion video views on Instagram, the highest of any dedicated global women’s league or property account.
The WTA topped YouTube for posting volume and also delivered the highest YouTube views among women’s properties, with 185 million video views. On TikTok, UEFA Women’s Football led video views (567 million), supported by content linked to the UEFA Women’s EURO and UEFA Women’s Champions League.
Seen in a wider context, this growth is notable. When video views across the top 10 global men’s and women’s properties are compared year-on-year, women’s properties grew faster across all three platforms in 2025. On Instagram, for example, video views for the men’s top 10 fell by 3% year-on-year, while views for the women’s top 10 increased by 13% over the same period.
What does it really mean?
At a basic level, the data shows that publishing intensity and platform choice both matter. The WNBA’s strong Instagram video view totals align closely with its high posting frequency.
By contrast, the WTA’s leadership on YouTube reflects a more nuanced content approach, increasing the volume of short-format videos under 30 seconds while continuing to publish its most-viewed 5–10 minute match highlights. This complementary mix of short clips and longer-form highlights helped drive overall video views, showing how format diversification, rather than volume alone, can support reach on longer-form platforms
Meanwhile, UEFA Women’s Football’s TikTok performance highlights how major events and moments can drive visibility and viewing at scale.
The wider pattern on TikTok is also clear. All of the top 10 global women’s sport properties increased video views year-on-year. This isn’t isolated to women’s sport; most of the top 10 men’s properties also grew over the same period, suggesting platform growth is a broader sports trend.
Looked at together, the top 10 global men’s and women’s properties still show a significant gap in overall video view volumes. However, the proportion of views coming from women’s properties is increasing, particularly on TikTok. In 2024, the women’s top 10 accounted for 5% of combined video views, in 2025, that figure rose to 8%.
That shift reflects faster year-on-year growth in video views for women’s properties compared with men’s, resulting in a larger share of total viewing even as the overall gap remains.
Why this matters now
The data shows that, while men’s sport properties continue to generate larger overall volumes of video views, women’s properties are growing faster across platforms and increasing their share of total digital viewing.
This is reflected in the year-on-year growth rates and the increasing share of total video views accounted for by women’s properties. Faster growth rates are evident across platforms, with women’s properties increasing both total views and share of overall viewing. The data shows that publishing frequency, platform-specific content approaches and major events are all associated with increases in video views across the year.
Read the full report – Download More Than A Moment for free to explore the data shaping women’s sport.
