Canadians Show Growing Interest in Women's Sports
A new national report finds fan engagement has risen to 75% despite ongoing difficulties in accessing media coverage.
Updated on Oct. 27, 2026 in Women’s Issues
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A survey of 2,043 Canadians released by Canadian Women & Sport indicates that 75% of residents now identify as fans of professional women's sports. This reflects an increase from 67% in 2024, yet fans continue to face significant hurdles when attempting to locate and view content.
Why it matters
The report highlights that industry hesitation to share risk and inadequate measurement systems currently prevent fans from accessing the content they want. While demand is climbing, 62% of fans report that they simply do not know where to find professional women's games.
The survey of 2,043 Canadians found that 44% of fans believe there is insufficient media coverage, which often misaligns with the estimated 30% coverage fans perceive compared to the actual 9.2% share on many networks.
The players
Canadian Women & Sport
This is a national organization dedicated to fostering an equitable and inclusive sport system that empowers women and girls through leadership and participation.
The details
Fans are increasingly turning to digital platforms, with 47% using YouTube for sports and 31% specifically utilizing it to watch women's professional sports. Despite these habits, 35% of respondents cite difficulty accessing women's sports on television as a primary barrier to engagement.
Timeline
In 2024, 67% of Canadians identified as women's sports fans.
Canadian Women & Sport conducted the national survey in August 2026.
The It's Time 2026 report was released to the public on October 27, 2026.
Culture Shift
The It's Time 2026 report highlights a significant societal push toward gender equity in sports, mirroring broader global trends where fan demand is outpacing traditional media infrastructure. This shift challenges established industry models that have historically undervalued the commercial potential of women's athletics.
Fans are signaling a high willingness to invest in the sport, with 52% planning to purchase sports subscriptions and 56% intending to buy merchandise within the next year. This suggests that as discovery models improve, consumers will likely shift more of their personal entertainment budgets toward these leagues.
The takeaway
The data confirms that the primary constraint for women's sports growth is not a lack of interest, but rather a lack of visibility. Fans looking to support the sport can prioritize digital platforms like YouTube where content is more readily available than on traditional broadcast television.
Further reading
Learn more about the latest findings in Women’s Issues.
Live Poll
Do you find it easy to locate and watch professional women's sports broadcasts in your area?
