The nail-biting final between England and Italy which went on to the penalties was watched by 328 million global viewers and was the most-watched TV event in Italy for the past nine years and in the UK for the past 24 years.
In India, the viewership skyrocketed as compared to the Euro 2016 edition as an increase of 229 per cent was observed with an audience delivery of around 107 million. In the United States, the figures went up by 32 per cent to 87 million. In China, a massive increase was seen by 43 per cent to 352 million.
Euros established a new record of 7.5b views and fan interactions across all platforms on social media, of which 2.5b were interactions with UEFA’S individual accounts.
England vs Italy drew around 397 million views and engagements across social media platforms and has been more than any other match in the tournament. The top post on TikTok had around 59 million views.
This information was revealed by UEFA when they were announcing a new sponsorship deal for its club competitions with the banking firm Swissquote. The deal is a three-year partnership that covers the Europa League and Europa Conference League.
Guy Laurent Epstein, UEFA’s marketing director, said, “Digitally, we have seen incredible engagement during the tournament, and we are extremely satisfied with the performance of our own UEFA platforms.”
“The Uefa.com website and application has seen per centercent increase in traffic compared to 2016.”
“It shows that our content offer has been extremely well received by fans and that our digital set-up is amazing.”
On the increase in viewership, he added, “The incredible TV audience figures show the massive appeal that [the European Championship] has, not only in Europe but worldwide.”
“The tournament has a global audience which continues to grow, in particular in North America and Asia, where the fanbase following [the tournament] keeps expanding.”
“We also note that there is an ever-increasing number of fans accessing matches through streaming services.”