2022 edition of UEFA Women’s EURO most watched in history

UEFA Womens Euro 2022 breaks viewing figures
Daniela Porcelli /Sports Press Photo

UEFA Women’s EURO attendance records smashed, while figures for those watching at home are also reaching unprecedented numbers.

Following the conclusion of the quarter-finals on Saturday, this tournament has produced more viewers than any previous edition of the UEFA Women’s EURO, watching live coverage of the matches. The previous cumulative total audience record, of 164m was set at the last edition in the Netherlands. That figure was surpassed following England’s quarter-final victory against Spain.

This UEFA Women’s EURO has also witnessed an increased level of interest from neutral followers – defined as a person who does not support one of the two teams in action. Across the group stage, 54% of the audience was driven by neutral followers with 46% coming from those who are supporting one of the two teams playing.

The importance of this metric is that it shows that the tournament is gaining more interest from members of the general public. For example, the neutral audience during the group stages in 2017 made up 48% of the cumulative audience. This year’s edition is the first time it has passed the 50% barrier.

UEFA’s marketing director, Guy-Laurent Epstein, told uefa.com: “These excellent TV viewing figures show the massive appeal of the tournament, as well as the strong development of women’s football in the last years. We are engaging more neutral fans and seeing exceptional growth as this edition of the tournament continues to break TV viewing records.”

“We are now deep into the knockout phase of this edition of the Women’s EURO and we are looking forward to even greater TV and social media numbers as the stakes and the jeopardy become higher and we get closer to knowing who will be crowned the best team in Europe.”

Social media

Across the group stage of UEFA Women’s EURO 2022, record numbers of fans across the world have joined in on social media, be that during the live match or around the matches, producing and engaging with more Women’s EURO content than ever before.

A total of 152.4m interactions have been generated across social media during the group stage, with TikTok (39.7%) Instagram (26.1%) and Twitter (19.1%) being the key platforms driving the engagement.

Meanwhile, the opening match of the tournament, England v Austria was the most socially engaged match of the group stage with over 11.5 million interactions on social media.

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