Euro 2020 smashes TV and digital records with cumulative 5.2bn live audience

September 2 – UEFA has reported a cumulative global audience of 5.2 billion for EURO 2020 and a series of individual match ratings that rank among the most viewed moments of all time. The tournament also broke live streaming social media records.

“The event cumulative live match audience recorded 5.23 billion. The Final was watched by 328 million fans, on par with the record set in 2016. The match between Italy and England at the iconic Wembley stadium was the most-watched TV event in the United Kingdom in 24 years and in Italy since 2012. The match set all-time streaming records for any type of programming in both countries,” said a UEFA press release.

Key EURO 2020 global figures:

  • Live match cumulative event audience: 5.2 billion
  • Live average audience for the final: 328 million
  • Live average match audience: 100 million+
  • Live unique reach of 1.9 billion
  • Number of territories: 229
  • Number of broadcasters: 137

UEFA highlighted China and the US as markets that had seen significant growth. China registered a growth rate of 43% against 2016, with a cumulative audience of 352 million. “The event saw more Chinese fans accessing matches through streaming services than through traditional TV. In the USA, audiences grew by 32% with a cumulative TV audience of 87 million. India registered a growth rate of 229%, and a cumulative audience of 107 million,” said UEFA

Digital boost

On social media there were 7.5 billion interactions and views of which two billion were generated by official UEFA accounts.

UEFA marketing director, Guy-Laurent Epstein, said: “Digitally, we have seen incredible engagement during the tournament, and we are extremely satisfied with the performance of our own UEFA platforms. The UEFA.com website and application has seen a 250% increase in traffic compared to 2016. It shows that our content offer has been extremely well received by fans and that our digital set-up is amazing.”

UEFA said the top post generated 59 million video views on TikTok alone. The top match on social media was the final with 397 million interactions and views, more than double the amount for any other match in the tournament.

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