UEFA Women’s Euro 2022 saw record increases in broadcasting and social media figures across the tournament.
The tournament held in England which ran between 6-31 July achieved a cumulative global audience of 365 million viewers across TV, out-of-home viewing and streaming, which marked a 105.1% increase on the total audience of the 2017 edition which was seen by 178 million.
The tournament was covered by over 60 broadcast partners plus via UEFA.tv in selected countries, with more than 50 broadcasters opting for on-site dedicated coverage, which represented a rise of more than double the number of on-site broadcasters in 2017.
England’s extra-time win over Germany in a dramatic Final at Wembley Stadium, London, meanwhile became the most-watched Final in the competition’s history, having attained 50 million viewers, which represented a 233.3% increase on those who saw Netherlands win at home in the 2017 Final.
In both England and Germany, that match made history as the most-watched UEFA Women’s Euro match ever, with BARB recording the UK TV average audience at 11.2m whilst the match peaked at 17.5m to better the 11.7m peak for England’s semi-final exit to USA at 2019 FIFA Women’s World Cup.
On-site, the final also became the highest-attended match across men and women’s UEFA Euro with an official attendance figure of 87,192 spectators.
The total aggregate attendance across the tournament amounted to 574,875 spectators, with the previous record of 240,055 attendees at 2017 tournament beaten by the end of the Group Stage alone in this summer’s edition.
Social Media Sees Growth
Across UEFA’s various dedicated women’s football accounts on social media, there was huge growth with a total aggregate 590,000 new followers across all accounts, with UEFA accounts on TikTok and Instagram doubling their follower numbers throughout the tournament.
The rise also marked a consider rise of 47,100 who began following the social media accounts across 2017 UEFA Women’s Euro.
Total engagement and video views also saw a rise of over 30 times the number of those who interacted with the various accounts in 2017, with 14.6m having engaged with various posts whilst 185.9m viewed various videos across the tournament.