The T20I World Cup 2021 Garnered A Record Viewership Of 167 Million
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T20 World Cup 2021 Garnered A Record Viewership Of 167 Million

India vs Pakistan cricket matches remain the biggest revenue generating fixtures for the ICC. | File Photo
India vs Pakistan cricket matches remain the biggest revenue generating fixtures for the ICC. | File Photo

The T20I World Cup 2021 in the UAE garnered a record viewership of 167 million as nearly 10,000 hours of live coverage was offered across TV and digital platforms in as many as 200 countries. The International Cricket Council on Thursday revealed that India and Pakistan in the T20I World Cup 2021 Super 12 match in Dubai set a new record for the most views with 15.9 billion minutes in India alone, despite Pakistan winning by 10 wickets.

The match between arch-rivals India and Pakistan proved to be a one-sided affair but that didn’t deter the fans from it as they consumed 15.9 billion minutes on the Star India Network, surpassing the previous high of the India vs West Indies semi-final match from the 2016 edition of the ICC event held in India, the game’s governing body said.

 Pakistan thrashed India by 10 wickets in Dubai to open their Super 12 campaign with a bang in the T20 World Cup 2021 (AFP Photo)
Pakistan thrashed India by 10 wickets in Dubai to open their Super 12 campaign with a bang in the T20 World Cup 2021 (AFP Photo)

The T20I World Cup 2021 Overall TV Consumption In India Was Recorded At 112 Billion Minutes Despite India’s Early Exit

The overall TV consumption for the entire tournament in India was recorded at 112 billion minutes, despite India’s early exit from the tournament. Digital consumption for the tournament saw explosive growth on Disney+ Hotstar in India, adding significantly to the overall television viewership in the market.

 

“We are pleased with these outstanding global viewership numbers(in the T20I World Cup 2021), that demonstrate the power of T20I cricket to attract a huge audience across the globe on linear and digital platforms,” ICC CEO Geoff Allardice said in a release.

Australian Geoff Allardice has been appointed as permanent CEO of the International Cricket Council after serving the role on an interim basis for more than eight months, the game’s governing body announced a few days ago. Geoff Allardice thus replaced Manu Sawhney, who had resigned from his position in July.

Geoff Allardice-Getty Images
Geoff Allardice-Getty Images

“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.”

In the UK, viewership for the India-Pakistan match in the T20I World Cup 2021 grew by 60 per cent on Sky UK whereas the overall viewership for the market went up by 7 per cent. In Pakistan, the T20I World Cup 2021 was being broadcast by three players(digital channels) for the first time namely PTV, ARY, and Ten Sports, which led to further growth in viewership by 7.3 per cent compared to the 2016 edition of the event.

In 2021 T20I World Cup winners Australia, the viewership increased by 175 per cent on the Fox Network. In the USA, which the ICC recently named as one of the focus markets for the sport, the tournament was the most viewed cricket tournament ever on ESPN+.

The T20I World Cup 2021 Total Video Views Recorded  Was 4.3 Billon Compared To 3.6 Billion In 2019 ODI World Cup

The ICC’s partnership with Facebook was a driver for the significant increase in video views in the recently concluded T20I World Cup 2021, 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.

Eoin Morgan of England celebrates with his team as he lifts the Cricket World Cup trophy after the Final of the ICC Cricket World Cup 2019 between New Zealand and England at Lord's Cricket Ground on July 14, 2019 in London, England. (Photo by Clive Mason/Getty Images)
Eoin Morgan of England celebrates with his team as he lifts the Cricket World Cup trophy after the Final of the ICC Cricket World Cup 2019 between New Zealand and England at Lord’s Cricket Ground on July 14, 2019, in London, England. (Photo by Clive Mason/Getty Images)

The consumption across digital assets also grew, recording a total of 2.55 billion minutes. ICC’s social media channels also saw significant growth in the T20I World Cup 2021 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, which was won by England dramatically.

 

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