Basketball’s popularity is undergoing a notable shift. While the NBA has long been the dominant league, WNBA is experiencing explosive growth, fuelled by stars like Caitlin Clark, Angel Reese and Kate Martin.

In 2024, WNBA search interest skyrocketed by +322%, making it the fastest-growing basketball property in the world (all percentages/figures are sourced from Redtorch’s 2025 Global Sports Properties Report unless otherwise stated). Attendance records are being broken and, for the first time, sponsorship has enabled the WNBA teams to fly private instead of commercial.

In contrast, NBA viewership has declined (-2% last season), and ratings for the All-Star Game dropped by -13% (to its second-lowest figure in 25 years).

This trend isn’t just about numbers but about a fundamental shift in fan engagement. In other words, is the WNBA outpacing the NBA?

The Caitlin Clark effect: a game-changer for WNBA

Clark’s impact is undeniable.

• Her presence significantly boosted WNBA search interest.
• She gained 1.3m social media followers in a month, driving massive engagement.
• Games were moved to bigger arenas due to unprecedented demand for tickets.
• Sponsorship deals soared.

Clark’s rise in the basketball world mirrors previous NBA icons. Just as LeBron James record-breaking season sparked a search boom, Clark’s debut has generated similar excitement for WNBA. But this extends  beyond a single player. Paris 2024 showcased Team USA’s entirely WNBA roster, thus amplifying the league’s global visibility.

WNBA’s “meaningful difference” is becoming increasingly evident: it’s fresher, more accessible and culturally relevant – a winning formula for long-term growth.

NBA’s struggle to find its next superstar

Although WNBA is thriving, NBA is encountering certain challenges. With LeBron James, Stephen Curry and Kevin Durant nearing retirement, the league is struggling to identify new stars to fill their shoes. While such international talents as Giannis Antetokounmpo, Nikola Jokić and Luka Dončić are dominant on court, NBA has historically relied on American-born superstars for mainstream appeal.

Meanwhile, fans are expressing frustration over a number of issues:

• a fragmented streaming model that makes games more difficult (and more expensive) to watch.
• lacklustre All-Game (viewership down -13% in 2025).
• a predictable style of play characterised by an over-reliance on three-pointers, which diminishes the game’s excitement.

WNBA: the social media takeover

WNBA achievements aren’t only seen on the court! They’re also seen online!

• Clark’s performances are tracked game-by-game through real-time stats, highlights and viral social media moments that keep audiences engaged
• Nike’s 2025 Super Bowl ad featured WNBA – and not NBA – That’s a huge cultural shift, proving WNBA athletes are now marketable global icons.
• Such a digital-first approach is why WNBA is growing – it’smeeting fans where they already consume content.

NBA: accessibility struggles

WNBA thrives on digital and yet NBA fans face challenges to to watch games:

• broadcasts are spread across TNT, ABC, NBC and Amazon Prime, requiring multiple subscriptions
• NBA League Pass is plagued with tech issues – even LeBron James is calling for improvements

NBA’s outdated media model is creating numerous problems whereas  WNBA’s social-driven strategy is proving far more effective.

WNBA’s excellent progress is a result of smart strategy. Here are some key takeaways for rightsholders and brands:

• prioritise athlete storytelling.
• enhance accessibility: adopt a multi-platform approach rather than a fragmented streaming model.
• maintain cultural relevance: integrate with other sectors like fashion, music and social media to reshape brand identity and connect better with audiences.
• establish a strong digital presence: this is essential for growth – EuroLeague Women’s record-breaking 120 million impressions/48 million video views in 2024, for instance, show how digital-first strategies fuel engagement (Redtorch Global Sports Properties 2025 – SportOnSocial).

These lessons provide a blueprint for rightsholders and brands to succeed in today’s evolving sports landscape.

• NBA may be the largest basketball league, but WNBA is no longer a niche product.
• Factors, including the influence of athletes, increased digital engagement and greater cultural relevance are working in favour of the WNBA.
• Clark isn’t the sole reason for this shift, but she’s the catalyst for it

Can WNBA continue its momentum? Can it win the overall battle for engagement?

Perhaps not quite yet.

However, the growing popularity and increasing search interest in the league have already changed the face of basketball, and its stars could soon rival the NBA’s biggest names.