Over-the-Top sports streaming platform Fubo is the latest service to double down on female-focused athletics, introducing a new Women’s Sports Zone aimed at consolidating coverage and capitalizing on heightened audience interest and advertiser demand.
The new hub, now available to subscribers, features live and on-demand coverage of major leagues such as the WNBA and the National Women’s Soccer League, along with NCAA competitions and volleyball. In addition to games, the section offers documentaries and other original programming tied to women’s sports.
The launch reflects broader trends in the media industry, where viewership and investment in women’s sports are growing at a faster clip than many traditional properties. According to the WNBA, regular season viewership rose 115% in 2024, with the Finals gaining 170%.
For Fubo, the Women’s Sports Zone is also a vehicle for advertising innovation in its competition with players like YouTube TV and Hulu + Live TV. Brands can now sponsor the hub outright, gaining exclusive access to a curated content environment and a highly engaged viewership. Fubo reports that 61% of its subscribers watch women’s sports, with half identifying as moderate or super fans.
The company has layered in a range of advanced ad products to support the rollout, including custom “pause ads,” homepage sponsorships, interactive trivia, and full-branded integrations. A national financial institution has signed on as a launch sponsor, aligning its campaign with the start of the WNBA season and playoffs. Ads will feature QR code overlays and creative placements throughout the user experience.
The launch is part of Fubo’s larger push into interactive advertising, an area where the company says it has seen measurable returns. Proprietary formats like its Triple Play branded content block have driven viewer engagement up 43% over connected TV averages, according to internal data.
