T20 World Cup 2026 sets new digital engagement records
According to the governing body, the competition has already generated more than 10 billion video views across social platforms and is on course to overtake the 16-billion record set in 2024.
The International Cricket Council (ICC) has announced that the ongoing tournament in India and Sri Lanka has shattered previous engagement benchmarks across its digital ecosystem, including ICC.tv and the ICC's social media channels.
According to the governing body, the competition has already generated more than 10 billion video views across social platforms and is on course to overtake the 16-billion record set in 2024.
Fan interest peaked on Sunday when India defeated former champions West Indies cricket team to claim the final semi-final berth. The high-profile clash set a new concurrent streaming record on ICC.tv, surpassing the previous peak established during the 2024 Men's T20 World Cup final.
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Even before the knockout rounds begin, overall usage has eclipsed previous figures. The total number of users and cumulative minutes watched on ICC.tv have already exceeded the entire 2024 edition's totals.
Viewer engagement has also deepened significantly. The average watch time per unique user has climbed to 58 minutes, compared to 47 minutes at the same stage in 2024, marking a new tournament high.
Expanded multi-language broadcasts have further boosted accessibility and global reach. Growth from non-traditional cricket markets has played a major role, with three of the top five streams coming from non-English feeds. ICC.tv currently offers coverage in Hindi, Urdu, Nepali, Japanese, and Bahasa Indonesia, enhancing the fan experience worldwide.
With the decisive stages still ahead, the tournament is on track to set even more digital milestones.
