https://www.theguardian.com/football/2019/aug/06/fa-womens-football-wsl-streaming?CMP=share_btn_tw
It's actually a good initiative but I think they're not doing it for the actual betterment of the sport but this little line all the way at the end
"England’s 2-1 semi-final defeat against the United States at this summer’s Women’s World Cup in France was, according to the BBC, watched by a peak TV audience of 11.7 million – a UK record figure for women’s football."
More viewers equals more TV dollahs.