ICC Men’s T20 World Cup 2026 sets record as most digitally engaged sporting event

The ICC Men’s T20 World Cup 2026 is setting unprecedented digital engagement records, with ICC.tv surpassing user and watch-time figures from the 2024 edition. Social media views have crossed 10 billion, while multi-language feeds have accounted for nearly half of total playtime.

Hyderabad: The ICC Men’s T20 World Cup 2026 is currently on course to become the most digitally engaged and globally accessible edition in history, with ICC.tv and the International Cricket Council’s (ICC) social media channels setting new benchmarks across digital platforms.

The ICC’s streaming service, which serves fans in growth territories, set a new concurrent streaming record during the Super 8 fixture between India and the West Indies, surpassing the previous peak achieved during the ICC Men’s T20 World Cup 2024 final.

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ICC.tv has also already exceeded the total number of users and total minutes watched across the entirety of the 2024 event. Compared to the same stage of the previous tournament, unique users have grown by 28 percent and total playtime has increased by 56 percent.

Across social media platforms, the ICC has surpassed 10 billion video views and remains on track to exceed the 16 billion video views achieved in 2024.

Beyond scale, the data shows more fans are watching more of the tournament than ever before.

Average watch time per unique user has increased to 58 minutes, up from 47 minutes at the end of the Super 8 stage in 2024.

Multi-language feeds continue to enrich and personalise the fan experience in markets around the world, as well, and have accounted for nearly half of the total playtime. Three of the top five streams during the tournament have been non-English feeds, with ICC.tv broadcasting in Hindi, Urdu, Nepali, Japanese and Bahasa Indonesia.

This focus on language accessibility remains central to driving connections with viewers in diverse cricket communities all over the world.

The strongest percentage growth has come from non-traditional markets, which have seen a 69 percent increase in users.

Germany has recorded a 150 percent increase over the 2024 event in unique users, with Italy also up 136 percent. Japan and South Korea have also delivered growth of more than 100 percent across both views and unique users.

These record-breaking trends demonstrate tangible progress against the ICC’s stated ambition to deliver its most global and accessible event ever.

The data shows sustained growth across consumption, engagement and geographic distribution, supported by expanded language feeds and increased uptake in emerging European and Asian markets.

With record concurrent audiences, higher average watch times and a materially increased share of users and views coming from non-traditional territories, there has never been an ICC event more available or more globally engaged.