MUMBAI: The recently concluded ICC Women’s T20 World Cup saw unprecedented growth in the consumption of T20 women’s cricket, resulting in the official broadcaster Star Sports setting new records. Consumption rose three times to 5.4 billion minutes during the tournament.
The tournament has reached at a historical high of 74.9 million up 200 per cent. On the digital platform, Hotstar viewership grew 180 per cent while consumption per user rises 80 per cent and social conversations grew by 2.5 times compared to ICC Women's World Twenty20 2018.
The finals, which witnessed hosts Australia square off against India, recorded 9.9 million average impressions, the highest ever for any women's T20 match. However, Australia beat India by 85 runs to win their fifth Women’s T20 World Cup crown in front of a packed Melbourne Cricket Ground with 86,174 fans in attendance during a final.
Star Sports, through its campaign #TakeOnTheWorld, which featured the 16-year-old Indian opening batswomen, Shafali Verma, brought alive her single-minded focus and passion for the game. The same passion was seen in Shafali’s game throughout the tournament – her talent and pure power took the cricketing world by storm.
Even though the teenage sensation ended up on the losing side, her performance during the tournament left many fans of the game in awe and eulogizing her prodigious talent despite her young age. The campaign generated 1.3 million interactions across social platforms, 5.2 times increase over the last ICC Women's World Twenty20 2018.
The overwhelming response from fans not only inspires a generation of young girls to take up the sport but also attract brand and advertising interest to further fuel the growth of women's cricket in India.
With this, Star Sports proudly supports 100 per cent cricket, the ICC’s yearlong campaign to grow the visibility of the women’s game, celebrate the players and their passion, and reinforce cricket’s position at the forefront of the women’s sports movement.