The 2019 Women’s World Cup smashed viewing records. (Photo courtesy of FIFA)
A record 1.12 billion viewers tuned into the broadcast coverage of the Women’s World Cup across all platforms, FIFA announced Friday.
Traditional television accounted for the majority of the global audience, with 993.5 million viewers watching at least one minute of coverage on a TV set at home, an increase of 30 percent on the audience for the 2015 edition held in Canada, which reached 764.0 million viewers.
An estimated 481.5 million people accessed coverage of France 2019 on digital platforms, equivalent to 43 percent of the total audience reach. The digital audience, which overlapoed with the linear TV audience, was up considerably on the estimated 86.0 million in 2015.
The final between United States and the Netherlands was the most watched Women’s World Cup match, with an average live audience of 82.18 million (up by 56 percent on the 2015 final audience of 52.56 million) and reaching 263.62 million unique viewers (one-minute reach), which accounted for 22.9 percent of the overall tournament reach.
Over the 52 matches played in nine cities across France and broadcast in 205 territories around the world, the average live match audience was 17.27 million viewers – more than double the 8.39 million average of Canada 2015. This can be attributed to the greater distribution of matches on higher profile broadcasters in many countries, where many participating teams’ matches drew record audiences in their home territories, such as Brazil, France, Italy and the United Kingdom.
“More than a sporting event, the FIFA Women’s World Cup 2019 was a cultural phenomenon attracting more media attention than ever before and providing a platform for women’s football to flourish in the spotlight,” FIFA president Gianni Infantino said. “The fact that we broke the one billion target just shows the pulling power of the women’s game and the fact that, if we promote and broadcast world-class football widely, whether it’s played by men or women, the fans will always want to watch.”
Publicis Sport & Entertainment compiled the consolidated audience figures for the FIFA Women’s World Cup 2019 based on audience data and scheduling gathered from official television auditing agencies in markets around the world, from FIFA’s Media Rights Licensees and from non-captured (out-of-home and digital) audience data provided by Nielsen.