India and Pakistan clashed after a long time in the recently concluded T20 World Cup 2021. The audience was eagerly waiting for this match. This match played in UAE set a new record of viewership. This match has become the most watched match in the history of T20 International. The event broke viewership records in several regions. This includes a record television reach of 167 million.
This includes a record consumption of 15.9 billion minutes in India on the Star India network. Record people watched this match despite India’s early exit from the tournament. Earlier in the year 2016 in the ICC T20 World Cup held in India, India-West Indies was on top of the semi-final match list. The audience share among the young audience (children under 15) in India was 18.5 per cent due to a highly successful marketing campaign ‘Live the Game’. The T20 World Cup was played after five years.
The digital consumption for this tournament saw a tremendous growth on Disney+ Hotstar in India. In the UK, there was a 60 percent increase in viewership for the India vs Pakistan match on Sky UK. While overall viewership for the market grew by 7 percent. ICC CEO Geoff Allardyce said, “We are delighted that the tournament has received so many spectators. This shows how popular T20 cricket is.