WNBA Playoffs Signal Cultural Breakthrough Among Young Fans

The 2025 WNBA playoffs didn’t just deliver thrilling basketball — they marked a cultural inflection point for the league, especially among younger audiences. Despite recent leadership scrutiny and ongoing CBA negotiations, the league’s resonance with fans aged 18–34 surged across multiple YouGov BrandIndex engagement metrics, signaling a league that’s becoming increasingly sticky with the next generation of sports fans.

First, we tracked Net Buzz among WNBA fans by age. 18-34 year old fans drove the highest Net Buzz ever recorded during a playoff season. Compared to August 2022, Net Buzz grew by nearly 2x (95%) among the 18-34 year old cohort, the largest increase seen across all three age groups.

This suggests that while controversy may stir conversation, it doesn’t necessarily dampen enthusiasm, especially when the product on the court is compelling.

A deeper dive into 18–34 year olds revealed a striking alignment across three of YouGov’s major brand health metrics: Consideration, Buzz, and Index all peaked during the 2025 WNBA playoffs.

Compared to two years ago, the WNBA’s Buzz has experienced a 77% increase, followed by Consideration with a 41% increase, and Index with a 31% increase. Whether it’s performances by four-time MVP winner A’ja Wilson or underdog stories like the advancement of the Phoenix Mercury to the Finals, younger fans are not only watching but they’re also actively participating in the WNBA’s cultural narrative.

Last, we examined Buzz among general WNBA fans to gauge if attention for the league has been driven by negative or positive sentiment. While Negative Buzz saw a slight uptick following leadership criticism, Positive Buzz remained dominant, reaching its highest point this year since 2022. This resilience underscores the league’s ability to maintain goodwill and excitement, even in the face of internal challenges.

The takeaway is clear: the WNBA is no longer just a sports property; it’s a cultural brand gaining traction with younger, digitally native fans who may follow the sport for life. As the league continues to evolve, its ability to spark conversation and build emotional connection will be key to maintaining and unlocking an avid fanbase.

Methodology

YouGov BrandIndex 08/01/2022 – 10/15/2025; WNBA fans defined as top-2 box fans (‘Somewhat interested’ or ‘This is one of my TOP interests’)

• Index: An average across brand overall health, including Impression, Satisfaction, Quality, Corporate Reputation, Value and Recommendation.
• Buzz: Over the past two weeks, which of the following sporting events/leagues have you heard something positive about (whether in the news, through advertising, or talking to friends and family)? Now which of the following have you heard something negative about over the past two weeks? Net Buzz = Positive Scores - Negative Scores
• Consideration: If there were no obstructions with price or geography, which of the following sporting events/leagues would you consider most going to?