In the rapidly evolving landscape of sports media, The E.W. Scripps Company is betting big on women’s sports, and not just on broadcast television. Joe Naylor, senior vice president of streaming and digital at Scripps, says the company is taking a “platform-agnostic” approach to ensure women’s sports reach as many households as possible, from traditional TV to free ad-supported streaming.
In an interview with Beet.TV’s editorial director Lisa Granatstein at the Premium Programmatic Summit, Naylor emphasized the importance of meeting audiences where they are.
“Whether that be through over-the-air broadcast, a pay TV option, or a free streaming option, we’re going to make sure women’s sports and the incredible stories of these athletes are accessible in all those ways,” he said.
Surge in Streaming and Interest
According to Naylor, the growth in streaming women’s sports mirrors a broader shift in how live content is consumed.
“In a world of ubiquitous content, live events are being consumed at a greater rate than ever before,” he said.
That surge includes increased interest in women’s sports, which have historically been underserved but are now drawing in new and returning viewers, particularly younger and more diverse audiences.
Naylor highlighted Scripps’ investments in coverage and storytelling, including a custom studio in Atlanta for pre- and post-game content.
“We’re creating athlete profiles that connect fans emotionally before the game even starts. That connection is powerful,” he said.
Audience Evolution and Advertiser Appeal
While Scripps hasn’t seen major differences in audience profiles between streaming platforms, Naylor said the overall trend is clear: Women’s sports are attracting a younger and more diverse fanbase. That, he added, is a major opportunity for advertisers, especially in the programmatic space.
“Programmatic is all about finding audiences,” Naylor said. “Advertisers might not specifically be looking to buy women’s sports, but they are looking for certain psychographic or demographic profiles. And increasingly, those audiences are showing up at WNBA and NWSL games.”
By using data to precisely target viewers, programmatic advertising helps brands discover high-value audiences they didn’t even know existed, right in the stands of a rising women’s league.
Tech + Equity = Momentum
Asked how the industry can use technology to move sports equity forward, Naylor pointed to broader distribution opportunities enabled by streaming, the shift away from legacy pay TV models, and rising consumer interest in live sports.
“There are many leagues and athletes — women’s and men’s — that deserve more visibility,” he said. “We’re at a moment where underserved teams are finally getting the exposure they need, thanks to platforms like ours.”
A prime example? The Sports Illustrated Women’s Games, a new event co-produced by Scripps and the iconic magazine brand. The competition will feature elite female athletes across six sports, an initiative that Naylor says wouldn’t have been viable five or 10 years ago.
“Now, with streaming, programmatic, and changing consumption habits, events like this are not only possible, they’re the future,” he said.
As media platforms shift and audiences evolve, Scripps is positioning itself at the intersection of sports, storytelling and accessibility, with women’s sports front and center.
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