T20 World Cup sets digital and broadcast records for ICC women's cricket
The women's T20 cricket World Cup, which took place in Australia across February and March this year, generated the most digital video views ever for an international women's cricket event.
The International Cricket Council secured 1.1 billion views for videos of the tournament that it sent out via its digital and social media channels, the second most views for any ICC event, regardless of gender, after the men’s Cricket World Cup last year.
The figure was over 20 times higher than the total number of views secured at the previous edition of the women’s T20 World Cup, in the West Indies in 2018, and also 10 times larger than the previous record for digital engagement set at a women’s ICC event, which was delivered by the Cricket World Cup in England three years ago.
Records were also set for the tournament’s broadcast viewing figures, with the final between Australia and India on its own having generating 1.78 billion minutes of live watched action.
That figure represented 35 per cent of the whole tournament’s total number of minutes watched, and the average television audience in India came to just over 9 million, which is more than for any match at the last women’s T20 World Cup.
Hotstar, the digital streaming platform of the Star India broadcasting network which showed the final, secured a peak concurrent users figure of 3.1 million during the final, which Australia won comfortably.
The match also became the most watched women’s cricket game ever in Australia, with an average audience of 1.2 million watching on 9GEM, the secondary channel of commercial broadcaster Nine Network.
Manu Sawhney, the ICC’s chief executive, said: “This undoubtedly consolidates our position as one of the leading women’s sports in the world… We must promote it further so more fans can watch it, more kids are inspired by it and sponsors and broadcasters want to be a part of it.”