Women's sports are skyrocketing in popularity, and the WNBA is leading the charge with a staggering 140% surge in online searches – but here's where it gets controversial: is this growth sustainable, or just a fleeting trend? The latest SportOnSocial Global Sports Properties report from Redtorch reveals that the Women’s National Basketball Association (WNBA) has not only retained its top spot in online search growth but has done so despite key player injuries, like Indiana Fever star Caitlin Clark’s absence last season. This resilience underscores a broader shift in the sports landscape, where short-form, fast-paced, and digitally native formats are outpacing traditional models.
Key takeaways include:
- The WNBA’s 140% global search increase in 2025 highlights the explosive growth of women’s sports, driven by enhanced accessibility and sustained fan engagement.
- Three of the five fastest-growing sports properties—World Endurance Championship (108% growth), Ultimate Tennis Showdown (106%), and SailGP (84%)—are innovation-led formats that blend short-form competition with global distribution strategies.
- ONE Championship’s 17-place jump to fifth in global search interest, following its Amazon Prime Video deal, illustrates the power of streaming partnerships in scaling cultural relevance.
And this is the part most people miss: Combat sports, like the Ultimate Fighting Championship (UFC), are also regaining momentum, with the UFC climbing 21 places to 18th in search growth. Redtorch notes that in this sector, streaming distribution and cultural narratives are now bigger drivers of scale than individual events.
Jess Reus, Redtorch’s head of communications and women’s sport lead, comments, “The WNBA’s growth, alongside record attendance and rising broadcast audiences, shows that demand for women’s sports is no longer dependent on individual star moments but is durable and structurally enhanced. Audiences are increasingly drawn to formats that are fast-paced, short-form, and digitally native, while combat sports demonstrate how always-on narratives and global streaming can rapidly amplify cultural impact.”
Here’s the controversial question: As sports properties embrace innovation and digital-first strategies, are traditional sports formats at risk of becoming obsolete? Or can they adapt to meet the evolving demands of modern audiences? Let us know your thoughts in the comments!
If you’re intrigued by these trends, you won’t want to miss SportsPro New York, taking place at the Marriott Marquis in Times Square on March 12-13, 2026. Join industry leaders as we explore the forces reshaping media, technology, and investment in North American sports. Will you be part of the conversation?
