Why women's sports are surging despite a digital visibility gap
While women's sports are experiencing record-breaking growth in revenue, attendance, and viewership, social media algorithms continue to favor men's sports. Olympic rower Kate Johnson explores the mechanics behind this imbalance and how we might level the playing and field.
The global landscape for women's sports is currently defined by a paradox of massive popularity and persistent digital inequity. On one hand, the industry is seeing unprecedented levels of engagement, with record-breaking numbers in revenue and audience size. On the other hand, the digital infrastructure that shapes modern attention—social media algorithms—remains skewed toward covering men's sports.
Kate Johnson, an Olympic rower who now directs global marketing strategy for sports and entertainment at Google, examines the structural reasons for this disparity. Her analysis focuses on what is required to bridge the gap between the actual popularity of women's athletics and the algorithmic visibility they receive.
Source: Kate Johnson: The flourishing future of women's sports
