Impact Tour de France Femmes is growing

Annemiek van Vleuten as first winner of Tour de France Femmes (Picture: Instagram letourfemmes)

One year on, Zwift has commissioned a report to measure the impact of the Tour de France Femmes in 2022. Using data from Nielsen Sports, the report delves into data spanning broadcast and written coverage, audience profiles and social media.

Highlights include:

  • 23.2m – The cumulative live audience for the Tour de France Femmes avec Zwift in 2022
  • 2.9m – The average live audience per stage for the Tour de France Femmes avec Zwift in 2022
  • >300% – The amount of social posts, reach and engagement for the Top 5 women’s cycling races grew by over 300% in 2022 vs. 2021 as a result of the introduction of the Tour De France Femmes avec Zwift
  • +8.6% – the increase during the tour in Facebook and Instagram followers for the top 35 female riders competing in the Tour de France Femmes avec Zwift
  • 115m – Women’s cycling attracts a large following, ranking it the 4th most followed women’s sport
  • 73% of women’s cycling fans are interested in participating in sports/fitness activities vs. just 44% for the general population

Full report here.