Women’s Sports Podcasts Are Fueling the Next Media Gold Rush

For decades, the narrative surrounding women’s sports was dictated by limited airtime, fragmented coverage, and a misguided assumption that the audience wasn’t large enough to support dedicated, round-the-clock media.That paradigm is officially shattered.Founded in June 2024 by iHeartMedia in partnership with Deep Blue Sports + Entertainment, the iHeart Women’s Sports Network launched as the first-ever audio platform dedicated exclusively to women’s sports. Since its inception under the leadership of Jessie Katz, iHeart Women’s Sports has rapidly scaled its operations to meet this surging demand though a women’s podcast network.In two years, the network has doubled its list shows to nearly 20 dedicated podcasts, hosted by present and former female athletes and respected sports journalists with plenty more coming on the horizon.“We launched this network a couple of years ago because we knew the demand was there,” Ms. Katz tells the Sun. “We were just trying to meet the moment. It feels gratifying to see the payoff.”The Numbers Don’t LieThe output has been staggering. The network has quadrupled women’s sports coverage across iHeartMedia’s broadcast radio network, releasing more than 35,000 women’s sports reports and providing over 600 hours of dedicated content. The daily coverage — which iHeart says features more than 4,000 sports reports per week — has successfully reached an audience of 75 million fans. Over the past year, daily sports reports garnered 500 million impressions across 500 stations, a metric that, in specific daily audio reach, competes directly with giants like ESPN.Moving into its second year, the network is experiencing a 41 percent increase in downloads. With over 6.5 million total downloads already logged, the platform has cultivated a premium roster of elite talent that spans the entire spectrum of global sports, including basketball, soccer, softball, car racing, tennis, volleyball, track and even skateboarding.“We’ve tried to make sure we’re representing every category where there’s a lot of excitement and a lot of hunger for content,” Ms. Katz said. “We have most of the obvious categories covered in one respect or another. Now we’re looking at more niche categories where there’s hungry fans looking for content.”Not Just Sports TalkConsumers want more than just box scores; an overwhelming 85 percent of fans report wanting more non-sports content from women athletes and creators. They want the lifestyle, the business insights, the cultural commentary, and the behind-the-scenes reality of professional athletics.Podcasts deliver this. Unlike traditional media appearances — which often confine athletes to three-minute, post-game locker room soundbites — podcasts allow athletes to control their own narratives. They build personal brands beyond competition and connect with fans through unfiltered conversations about sports, business, culture, and life off the field.This level of intimacy is exactly why women’s sports podcasts are thriving. They sit perfectly at the intersection of culture, community, and fan demand. Traditional media has historically struggled to capture the full, three-dimensional humanity of female athletes, often relying on tired tropes or superficial coverage. By decentralizing the power and handing the studio over to the athletes and specialized journalists, iHeart has tapped into a vein of authenticity.“The best kind of podcast is where you give someone a mic and let them do their thing and they forget that they’re speaking on a mic,” Ms. Katz said. “They finally get to control their own narrative, and they get to talk about what they want to talk about. I think it’s really liberating for them.”Who’s Behind the MicrophonesThe iHeart roster of podcasters includes WNBA stars Azzi Fudd, Lexie Brown, and Hall of Famer Sheryl Swoopes; LPGA champion Mel Reid; race car driver Katherine Legge; softball star AJ Andrews; former tennis player Rennae Stubbs, and retired USWNT soccer star Ashlyn Harris. They are joined by heavyweight sports journalists Sarah Spain, Cari Champion, Terrika Foster-Brasby and Jemele Hill, alongside influencers and wellness experts like Cami Ramon, Laura Correnti, Emily Abbate, and Mariah Rose.When female athletes, journalists and influencers are given the microphone, the conversations naturally transcend the tactical X’s and O’s. Ms. Harris, who hosts the podcast “Wide Open,” a show less about breaking down soccer formations and more about the raw, often hidden realities of living as a professional athlete.“We need to know athletes for who they are and not what they do,” Ms. Harris told Forbes. “People have this perception and idea of professional athletes, and I’m just splitting everything wide open and really talking about the struggle.”Diversity Still MattersThe iHeart Women’s Sports network has prioritized diverse representation, ensuring the platform reflects the actual landscape of the athletes and the fans. Within the network, 100 percent of the podcast hosts are women, and significantly, 50 percent are women of color.“We want our network to reflect the makeup of the leagues and teams that we’re talking about,” Ms. Katz said. “Inclusivity is something that has always been integral to the women’s sports community. Just as those spaces feel very inclusive, we want our content to feel very inclusive.”Cailtin Clark ImpactA catalyst for the explosion of interest in women’s sport, according to industry insiders, was hiding in plain sight. Chi-Chi Schneider, National Director of Digital Sales for iHeart, points directly to the phenomenon surrounding basketball superstar Caitlin Clark as a pivotal turning point for the broader media industry.“She set the example that women were underserved in sports media,” Ms. Schneider tells the Sun, reflecting on the unprecedented viewership numbers Ms. Clark generated during her collegiate and rookie WNBA seasons. “iHeart was quick to recognize that. It’s such an underserved marketplace, and we were able to level the playing field.”The strategy of moving aggressively while traditional sports radio and television networks were still treating women’s athletics as secondary programming, is paying handsome dividends. Major brands are actively seeking to partner with popular podcasts. Capital One, Nissan and DraftKings are key founding partners.“Now we get a reach-out from clients looking specifically for women’s sports,” Ms. Schneider said. “It’s part of our every day. Last year, it was niche. Now it’s a major platform.”The trajectory mirrors the explosive growth seen in other audio formats. Just as True Crime transformed from a fringe curiosity into a foundational pillar of the podcasting industry, women’s sports have broken out of its silo.It is rapidly replacing the antiquated model of terrestrial sports talk radio — a format historically dominated by a structure of male hosts debating male sport — with dynamic, inclusive, and highly engaged digital communities.“We’re up to about 20 podcasts and we’ll continue to roll out new shows throughout the year,” Ms. Katz said. “Azzi Fudd brings a young new audience to us that are just a long for the ride with her, while older athletes like to open their aperture a little wide beyond their sport because of what they’ve learned through their careers that applies to all aspects of life. I’m excited we can offer that kind of range within our network based on the talent we’re working with.”The Economics of AuthenticityiHeart’s internal research and market analysis paint a picture of an industry in hyper-growth. The metrics reveal a consumer base that is fiercely loyal, highly engaged, and incredibly valuable to advertisers.The most striking baseline metric is the sheer volume of the audience. According to iHeart research, currently, there are 145 million U.S. adult fans of women’s sports. This represents a staggering 100 percent increase since 2019, effectively doubling the fan base in just a few short years. Meanwhile, social media engagement has surged by 140 percent year-over-year.Unsurprisingly, where audience attention goes, corporate dollars follow. The data shows a massive 139 percent year-over-year increase in advertising spend as major brands move to capitalize on this expanding ecosystem. The data proves why. Content creators in the women’s sports space carry significant sway, with 77 percent of fans reporting they are positively influenced by these voices. In addition, consumers are 2.8 times more likely to purchase a product if it is recommended by a woman athlete, and an overwhelming 88% of the public view female professional athletes as positive role models, offering brands a highly favorable and brand-safe environment for their marketing efforts.“Women’s sports audiences really trust the brand podcasters promote,” Ms. Schneider said. “When someone in women’s sports introduces it to their audience, that audience is going to buy it because they trust them. Women trust women.”A New Era of Sports JournalismWomen’s sports are no longer fighting for a seat in the media room; they are building their own broadcast booths. With millions of fans tuning in, downloading, and buying in every single day, the rest of the sports world is finally being forced to sit down and listen.Women with both competitive credibility and a microphone are no longer niche voices — they are premium media properties.The podcasts aren’t restricted to their living room or kitchen. iHeart is sending them to live experiences such as the WNBA Draft, the WNBA All-Star Game and the recent Olympics to engage with their audiences.“Our talent loves to talk to their fans,” Ms. Katz said. “They understand that it is really important because that kind of reciprocal relationship pays off in the long run.”The More the MerrierMs. Katz said there is no limit on the number of podcasts iHeart’s women’s network will ultimately include. She hinted “there are big announcements coming this summer.” The space is already becoming competitive with other networks and platforms partnering with former athletes, male and female.“It still feels like it’s early enough that there’s still a rising tide in women’s sports coverage,” Ms. Katz said. “We’re just trying to bring everyone into the tent right now and make sure the momentum continues for everybody. We want people who are in it for the right reasons. That will continue to be our guiding light.”

Women’s Sports Podcasts Are Fueling the Next Media Gold Rush

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