The strategic markets of India, Pakistan, UK, Australia and USA saw an increase in viewership and consumption.
The much-anticipated India-Pakistan conflict saw a record consumption of 15.9 billion minutes on the Star India network in India.
The ICC said that the encounter is now the most-watched T20I match in history, exceeding the previous high of an India-West Indies semi-final match from the 2016 edition of the ICC event held in India.
The total TV consumption in India for the entire tournament was recorded at 112 billion minutes, despite India’s early exit from the tournament.
ICC CEO Geoff Allardyce said in a release, “We are delighted with these outstanding global viewership, which demonstrate the power of T20I cricket to attract a vast audience across the globe on linear and digital platforms ”
“This reinforces our belief that there is a significant opportunity and appetite for the sport to grow in our strategic growth markets, including the United States, so more fans can enjoy it, more children are inspired by it and sponsors and broadcasters can enjoy it.” Want to be a part of it.”
In the UK, viewership for the India-Pakistan match on Sky UK increased by 60 per cent, while overall viewership for the market increased by 7 per cent.
In Pakistan, the program was being broadcast by three players for the first time, namely PTV, ARY and Ten Sports, leading to a further 7.3 percent increase in viewership compared to the 2016 edition.
In Australia, viewership on the Fox network increased by 175 percent. In the USA, which the ICC recently named as one of the focus markets for the game, the tournament was the most-watched cricket tournament ever on ESPN+.
ICC’s partnership with Facebook was a driver for the significant increase in video views, with a total of 4.3 billion views across channels for the tournament, compared to the 3.6 billion views that were received for the 2019 edition of the ICC Men’s Cricket World Cup .
Consumption of digital assets also increased, recording a total of 2.55 billion minutes. ICC’s social media channels also saw a significant increase in participation from 618 million across those platforms, a jump of 28 per cent since the 2019 edition of the ICC Men’s Cricket World Cup.