The 2024 WNBA season has officially gone down as the most successful in the league’s history, with record-breaking achievements across the board - from viewership and attendance to social media engagement and merchandise sales. With its 28th regular season now in the books, the WNBA is riding high on a season of growth, proving that women’s professional sports, and particularly the WNBA, are reaching new heights of mainstream appeal.
When it comes to viewership, the 2024 season shattered previous records, attracting a total of 54 million unique viewers across ABC, CBS, ESPN, ESPN2, ION, and NBA TV. The league saw 22 regular-season games averaging over 1 million viewers, a huge milestone for the WNBA. ESPN’s platforms experienced a 170% increase in viewership from the previous year, making it the most-watched season in WNBA history. CBS also saw a historic year, with a 86% jump in viewership, while NBA TV quadrupled its viewership compared to 2023. The 2024 AT&T WNBA All-Star Game alone drew a record 3.4 million viewers, a 305% increase from last season. These numbers are proof of the WNBA’s growing appeal, particularly among national audiences who are tuning in like never before.
The surge in viewership was mirrored by a remarkable spike in attendance. With a total of 2.35 million fans filling arenas, the WNBA posted its highest attendance figures in 22 years, marking a 48% increase from the previous season. The league’s 154 sellouts were a massive leap from last year’s 45, highlighting the rising demand for live women’s basketball. A few standout games like the September 19 matchup between the Indiana Fever and Washington Mystics, which set a new single-game attendance record with 20,711 fans, demonstrate the WNBA’s potential to fill large venues. Indiana was a leader in attendance, setting a new team record for home crowds with 340,715 fans over the season. The Fever’s impressive growth of +319% exemplifies the overall surge in fan support across all 12 teams.
On the digital side, the WNBA’s social media engagement went through the roof in 2024. The league generated nearly 2 billion video views across its platforms, marking an amazing 400% increase over last season’s total. The WNBA App saw a 252% jump in monthly active users, while subscriptions to WNBA League Pass, the out-of-market live game package, skyrocketed by 366%. Merchandise sales also experienced a huge uptick, with online and in-store sales spiking by 601%. Even retail giants like Dick's Sporting Goods reported a 233% increase in sales compared to 2023. This surge in engagement, both on and off the court, signals that the WNBA is tapping into an increasingly engaged fanbase that’s eager to connect with the league and its players.
In addition to a strong domestic presence, the WNBA continues to expand its international footprint. With 34 international players on opening night rosters and new broadcast deals across key global markets - including the UK, Taiwan, China, Brazil, and the Philippines - the league is solidifying its status as a global sports entity. Canada, in particular, has been a key area of growth, with WNBA regular-season viewership up 148% year-over-year. The second annual WNBA Canada Game, held in Edmonton, sold out for the second straight year, and viewership in Canada for this event increased by 65%. The league’s global expansion will continue with the addition of a Toronto franchise set to debut in 2026, further cementing the WNBA’s international ambitions.
From a business perspective, the 2024 season confirms that the WNBA is on the rise. It is drawing more viewers, fans, and revenue than ever before. With its increasingly engaged fanbase, both domestically and globally, and its ability to consistently set records in multiple areas, the league is positioned for sustained success in the years to come. The growth of the WNBA is not just a one-time event, it’s a signal that women’s sports are here to stay and will only continue to thrive as they receive the attention and investment they deserve. With record-breaking performances on the court and record-breaking metrics off it, the 2024 season will go down as a defining moment in the history of the WNBA.
