Over the last couple of weeks, Clark drew enormous attention to the women’s NCAA Tournament, which posted staggering viewership numbers, breaking records in the lead-up to the championship game.
That game, in which Clark’s Hawkeyes faced off against the undefeated South Carolina Gamecocks, drew an average of 18.9 million viewers—not only out-rating the men’s championship for the first time ever, but becoming the most-watched basketball game of any league, including the NBA, since 2019. Then, this week, the WNBA draft shattered ratings records, drawing an average of 2.5 million viewers.
It goes without saying that the incredible talent each artist, performer and athlete brings to the table is responsible for drawing enormous audience interest. But the various feats also underscore a notable shift in culture.
Female-led entertainment is no longer thought of by parts of the public as a niche. In many respects, it is now more in vogue than the entertainment from male counterparts.
That strong gravitational pull toward women-focused entertainment reflects a new normal. While men have long controlled Hollywood and sports, society has pushed far beyond those days, with women reaching ever-greater stardom and acclaim.
The public now expects that its entertainers reflect the diversity that exists in communities across the country and the world.
There is also a cross-pollination effect at play. The impact of a once-in-a-generation star like Swift will surely inspire interest in other female-led performers, spawning even greater appetite and opportunities. Those economic and viewership successes should also lead media executives to invest more heavily in the space.
Unfortunately, not all aspects of society have yet to catch up with the changing cultural dynamics. Yes, both Swift and Beyoncé are cashing in on their music. But the same cannot be said about other wings of entertainment.
Women’s sports are often difficult to find or rarely given the massive exposure and pomp of men’s athletics on major media outlets.
