ICC Women's World Cup 2022 becomes 2nd most digitally engaged event

The recent ICC Women’s Cricket World cup 2022, hosted by New Zealand, was the most digitally engaged ICC women’s event and the third most digitally engaged ICC event after ICC Men’s Cricket World Cup 2019 and ICC Men’s T20 World Cup 2021. The event’s viewership was 1.64 billion total video views across ICC channels.

Fans enjoyed all sorts of content, including videos, highlights, and reels on various ICC channels. The most viewed video on the Facebook channel was the highlights of the India V Pakistan match. 

The most viewed video on the Instagram channel was a heartening gesture by Indian players meeting the Pakistan Skipper Bismah Maroof and her child Fatima. 

Instagram reels also helped increase engagement; the most viewed reel with more than 13.5 million views was Jess Jonassen’s one-handed catch to dismiss Katherine Brunt. 

ICC Women’s T20 World Cup in 2020 had 82 million engagements on ICC social media platforms, including shares, likes and comments on the posts. The recent ICC World Cup 2022 broke all the records and doubled the previous figures. 

The 31-match event had an engagement of 164 million on ICC social media platforms. Similarly, the ICC app and website users increased three times compared to the ICC Women’s T20 World Cup 2020 in Australia.

ICC digital team set a mantra for this event which was 

“You can’t be what you can’t see”, and focused on having an all-female panel hosting various preview and review shows. 

This was quite evident in the results as the number of female fans enjoying the ICC content on the web in the ICC Women’s World Cup 2022 raised by 22% compared to 20% during the ICC Men’s T20 World Cup 2021 and was 13% during the ICC Women’s T20 World Cup 2020.

Talking from a Broadcast point of view, the overall global TV audience was 104.8 million. Indian channels took the lead and had the most audience share; the event was the first broadcast in four additional languages: Hindi, Tamil, Kannada, and Telugu. The audience for digital content and live TV was approximately 82.8 million.

Total coverage hours for highlights, live and repeat videos amounted to 10,308 broadcast hours in the ICC Women’s World Cup 2022. It is a notable rise as the ICC Women’s T2o World Cup had 3974 hours. 

Also, there was an increase of 47.4% in total viewing hours of the tournament from the ICC Women’s T20 World Cup in Australia, which resulted in 215.2 million views in the recent event in New Zealand.

ICC Chief Executive Geoff Allardice said: “We are absolutely delighted with the record-breaking digital fan engagement numbers of the ICC Women’s Cricket World Cup 2022. As a key strategic pillar to growing the game, our focus has been on deepening engagement with existing fans and bringing new audiences to the sport. The innovative approach to creating heroes in the women’s game and taking the sport closer to fans has resulted in world-leading numbers.

“The competitive nature of cricket and the excitement generated around the tournament has put us in a great position to continue to build on the success of this year’s event. With the focus now on providing fans with more engaging content throughout the 100% Cricket Year of Women’s Cricket leading into the inaugural U19 and senior Women’s T20 World Cups in early 2023.” he concluded.