The encounter is now the most viewed T20I match in history, exceeding the previous high of the India-West Indies semi-final match from the 2016 edition of the ICC event held in India. The overall TV consumption for the full tournament in India was recorded at 112 billion minutes, despite India's early exit from the tournament. Viewership share amidst younger audiences in India (children below the age of 15) was at a healthy 18.5 per cent at the back of a highly successful marketing campaign "Live the Game" targeting a younger demographic.

Digital consumption for the tournament saw explosive growth on Disney+ Hotstar in India, adding significantly to the overall television viewership in the market.
In the UK, viewership for the India v Pakistan match grew by 60 per cent on Sky UK whereas the overall viewership for the market went up by 7 per cent. ICC's partnership with Facebook was a driver for the significant increase in video views, with a total of 4.3 billion views across all channels for the tournament, compared to 3.6 billion views which were garnered for the 2019 edition of the ICC Men's Cricket World Cup.

Poll

Who will win the Punjab Elections?

BJP 32.86%

AAP 41.43%

INC 25.71%

Submit

View All In Poll

The consumption across ICC's digital assets also grew, recording a total of 2.55 billion minutes. ICC's social media channels also saw significant growth in the engagement at 618 million across those platforms, which is a 28 per cent jump since the 2019 edition of the ICC Men's Cricket World Cup.

ICC CEO Geoff Allardice said, "We are pleased with these outstanding global viewership numbers, that demonstrate the power of T20I cricket to attract a huge audience across the globe on linear and digital platforms. It reinforces our belief that there is a significant opportunity and appetite to grow the game in our strategic growth markets including the USA, so more fans can enjoy it, more kids are inspired by it and sponsors and broadcasters want to be a part of it."

Also Read: Shreyas Iyer, Ravindra Jadeja score half-centuries as hosts reach dominant position

This story has been sourced from a third party syndicated feed, agencies. Mid-day accepts no responsibility or liability for its dependability, trustworthiness, reliability and data of the text. Mid-day management/mid-day.com reserves the sole right to alter, delete or remove (without notice) the content in its absolute discretion for any reason whatsoever.