The International Cricket Council (ICC) has revealed that the ICC Women’s Cricket World Cup 2022 was its most digitally engaged women’s event ever.
In a major milestone for women’s sport, the governing body reported a total of 1.64 billion video views across ICC channels, making the New Zealand event the third-most digitally engaged ICC event behind the ICC Men’s Cricket World Cup 2019 and the ICC Men’s T20 World Cup 2021.
ICC Chief Executive, Geoff Allardice said: “We are absolutely delighted with the record-breaking digital fan engagement numbers of the ICC Women’s Cricket World Cup 2022.
“As a key strategic pillar to growing the game our focus has been deepening engagement with existing fans and bringing new audiences to the sport. The innovative approach to creating heroes in the women’s game and taking the sport closer to fans has resulted in world leading numbers.
“The competitive nature of the cricket and the excitement generated around the tournament has put us in a great position to continue to build on the success of this year’s event. With the focus now on providing fans with more engaging content throughout the 100% Cricket Year of Women’s Cricket leading into the inaugural U19 and senior Women’s T20 World Cups in early 2023.”
The ICC content viewership saw a 45% increase on the record-breaking Women’s T20 World Cup 2020 which garnered 1.1 billion views and 16 times more than the 100 million views from the previous 50 over World Cup in England in 2017.
Content included videos, highlights (the No.1 video on Facebook was the highlights from India v Pakistan) and scenes of the Indian players meeting the Pakistan captain Bismah Maroof and her baby, which was the tournament’s most popular video on Instagram.
Furthermore, Instagram Reels was the fastest growing platform, with the video of Jess Jonassen’s one-handed catch to dismiss Katherine Brunt performing the best, reaching 13.5 million views.