Sky Sports has recorded its most-watched football season ever, driven by year-on-year audience growth across the Premier League, Scottish Premiership, and Women’s Super League (WSL).
Premier League viewing on Sky Sports was up 25% year-on-year in the first season of an expanded partnership that delivered more live matches than ever before. Across the season, Sky Sports broadcast 225 matches exclusively live. Audience growth continued even with multiple fixtures airing concurrently in the Sunday 2pm slot, with average match-slot audiences up by 9% year-on-year.
Sky Sports was also the exclusive home of the season-defining run-in, with every Premier League fixture from 5.30pm on 9 May shown exclusively live. Fans had unrivalled access to the title race, relegation battle, and fight for European qualification as the season reached its climax.
The final day of the Premier League season marked a landmark moment for Sky Sports, which host broadcast and showed all 10 matches live simultaneously for the first time in the UK. An average of over three million in-home viewers tuned in across Sunday’s Premier League coverage, delivering a share of more than 40% among U35s on the day.
Audience growth extended across Sky Sports’ wider football portfolio. Scottish Professional Football League (SPFL) viewing increased by 22% year-on-year with 28 million viewer hours, culminating in a dramatic title decider between Celtic and Hearts that delivered the league’s highest audience of the season.
Meanwhile, WSL viewing increased by 16% year-on-year in the first season of a new five-year partnership, which includes 118 live matches each season. The exciting campaign concluded with Manchester City securing their first league title in a decade.
The recordbreaking season underlines Sky Sports’ continued commitment to bringing audiences across the UK and Ireland the biggest live football moments, with more than 1,500 live matches available to fans every season, the broadcaster claimed.