Sports Audio Report: Female Fans

July 1, 2026 - 17:52

A new study examining the audio habits of women who follow sports reveals that listening to sports content is a major part of their fandom. The report, a collaboration between Edison Research, SiriusXM Media, and GroupM, digs into how female fans in the United States engage with sports beyond just watching the game.

The findings show that audio is a key tool for these fans. More than half of female sports fans, 57 percent, say they "frequently" or "occasionally" listen to sports-related audio. This includes live game broadcasts, talk shows, podcasts, and other sports commentary. The data suggests that for many women, listening is not just background noise but a way to deepen their understanding and connection to the sport.

The report also highlights that female fans are not a monolith. Their listening habits vary by age, the specific sport they follow, and how they prefer to consume media. For example, younger fans are more likely to turn to podcasts and on-demand shows, while older fans might stick with traditional radio broadcasts of live games. This shows a broad and active audience that the sports media industry is only beginning to fully understand. The study makes it clear that audio is a powerful, and often overlooked, channel for reaching and engaging with the growing demographic of female sports fans.