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Deep Mody
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From a broadcast perspective, the overall cumulative global dedicated TV audience for Australia 2022 was 1.28 billion. A total of 3.95 billion hours of the event was watched including 365 million viewing hours on digital streaming platforms. Live streaming consumption increased by 149 million viewing hours from the previous Men’s T20 World Cup in 2021, reflecting a change in customer habits and how they are consuming live coverage.
Coverage across key markets saw the most watched match of the tournament, India versus Pakistan, accumulate 256 million viewing hours in India. There was also an overall 4% increase in average live linear TV viewership in India when compared to the most recent ICC men’s event held in Australia, driven by multi-language coverage in Hindi, Tamil, Telugu and Kannada across the Star Network and Hotstar.
The Star Sports Hindi feed was also accessed by viewers in the US via Willow TV and ESPN+ and in Australia via Fox Sports. Additional regional language efforts from ESPN brought the live broadcast to Brazil in Portuguese for the first time, with both Pashto and Dari language feeds available to fans in Afghanistan via ATN.
Star Sports’ original marketing campaign ‘Bahut Hua Intezaar’ used a fresh approach ahead of the India versus Pakistan match, to draw upon the joy that cricket spreads across the nation to engage with and generate further interest amongst Indian fans. Fox Sports’ ‘Don’t Miss A Thing’ campaign utilised Australian cricket heroes past-and-present to remind fans that every game would be shown live with no ad breaks during play across Fox Cricket in the host nation.
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Coverage across key markets saw the most watched match of the tournament, India versus Pakistan, accumulate 256 million viewing hours in India. There was also an overall 4% increase in average live linear TV viewership in India when compared to the most recent ICC men’s event held in Australia, driven by multi-language coverage in Hindi, Tamil, Telugu and Kannada across the Star Network and Hotstar.
The Star Sports Hindi feed was also accessed by viewers in the US via Willow TV and ESPN+ and in Australia via Fox Sports. Additional regional language efforts from ESPN brought the live broadcast to Brazil in Portuguese for the first time, with both Pashto and Dari language feeds available to fans in Afghanistan via ATN.
Star Sports’ original marketing campaign ‘Bahut Hua Intezaar’ used a fresh approach ahead of the India versus Pakistan match, to draw upon the joy that cricket spreads across the nation to engage with and generate further interest amongst Indian fans. Fox Sports’ ‘Don’t Miss A Thing’ campaign utilised Australian cricket heroes past-and-present to remind fans that every game would be shown live with no ad breaks during play across Fox Cricket in the host nation.
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