WTA Reaches New Heights in 2024 with Record-Breaking Global Audience

The Women’s Tennis Association (WTA) saw unprecedented growth in 2024, captivating a worldwide audience across more than 50 tournaments on the Hologic WTA Tour. Building on the momentum of 2023, when the WTA reached 1 billion cumulative viewers, the organization saw its global audience rise by 10% to a record 1.1 billion viewers across broadcast and streaming platforms.

A standout moment in the season came with the debut of the WTA Finals Riyadh, presented by PIF, which shattered previous records to become the most-watched year-end finals in WTA history. The event attracted an audience of 78 million viewers, marking a 160% increase compared to the previous year. This significant surge was fueled in part by the return of WTA coverage in China, highlighted by a one-year broadcast agreement with CCTV-5 and other China Media Group services. Even without China factored in, global viewership of the WTA Finals still climbed by 23%, with particularly strong growth in Italy, Spain, and Latin America.

The WTA's return to Chinese broadcasts in 2024 followed a multi-year absence stemming from its strong stance on player safety and human rights. In late 2021, Chinese player Peng Shuai publicly accused a former high-ranking government official of sexual assault, after which she disappeared from public view, sparking global concern. In response, the WTA suspended all tournaments in China, demanding a transparent investigation and assurances of Peng’s well-being—an unprecedented move in professional sports. While the situation remained complex, the WTA re-entered the Chinese media market in 2024 through a one-year broadcast agreement with CCTV-5 and other China Media Group platforms, balancing its commitment to player welfare with the strategic importance of reconnecting with one of its largest international audiences.

Further audience analysis offered key insights into the WTA’s value for commercial partners. Two-thirds of the global fan base is under the age of 45, with above-average income levels compared to general sports audiences. WTA fans also exhibit a high level of sponsor awareness and brand engagement, with 59% recognizing sponsors of the events they watch, compared to 47% among general sports fans.

In addition to its digital and broadcast success, on-site attendance at WTA events grew by 15%, reaching 3.5 million fans throughout the year. The WTA also expanded its digital footprint, seeing a 25% increase in followers across its official social media platforms, now totaling 6.4 million.

Marina Storti, Chief Executive of WTA Ventures, reflected on the year's achievements, stating:

“The WTA's connection with fans worldwide is stronger than ever, underscoring the growing impact of women's tennis. Achieving a cumulative audience of 1.1 billion is a remarkable feat, showcasing the drama and excitement our players bring. We're particularly proud of the WTA Finals Riyadh's record-breaking viewership. As we move into the 2025 season, our goal is to further elevate women's tennis, deepen fan engagement, and make the WTA a must-watch for even more people globally.’’

Jake Scudder

Journalist – topics of tennis

This article is based on a press release from the WTA