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Introduction Perhaps you remember when you first heard the phrase ‘second screen’ or maybe it’s been part of our industry for so long, it may as well have always existed. It’s not a phrase we tend to question. Born from the potent combination of smartphones and social media which emerged in the 00s, we long ago accepted that TV was the first screen, the phone was the second screen, and sports would be what audiences do on both. Is that still true?

insights Over the past two years, we’ve seen women’s sport move to the next level of its growth trajectory. This has been driven by a series of successful major events, including the FIFA Women’s World Cup, UEFA Women’s Euro 2022, ICC Women’s T20 World Cup and Women’s Rugby World Cup, that saw significantly increased viewership and engagement, and were underpinned by increased investment from stakeholders across the sporting ecosystem.

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