ICC’s T20CreatorClub generates over 2.5 billion video views during T20 World Cup

The ICC’s T20CreatorClub programme during the Men’s T20 World Cup generated over 2.5 billion video views globally. More than 350 content creators produced digital storytelling around the tournament, significantly expanding fan engagement across social media platforms.

Hyderabad: The International Cricket Council’s (ICC) content creator programme for the ICC Men’s T20 World Cup, T20CreatorClub, delivered what’s believed to be the most engaging content creator programme at any sporting event in history after generating more than 2.5 billion video views across the campaign. The ICC’s #T20CreatorClub brought together more than 350 creators from a variety of fields, spanning short-form storytelling, entertainment, tech, lifestyle, and youth culture.

Shared across a broad range of social media channels, the content engaged hundreds of millions of users all over the world through a global network of content creators, which was amplified by the ICC and its strategic partners. JioStar generate 1.66bn+ organic video views Across host nations India and Sri Lanka, creators invited by JioStar integrated into the tournament ecosystem, working with the ICC and its Members to produce content with players, commentators and Official Ambassador Rohit Sharma, broadening both reach and relevance across diverse audiences with 1.66 billion video views from over 1,100 posts.

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More than 20 creator posts crossed 15 million views individually, demonstrating the remarkable scale and virality of creator storytelling and powerful fan appetite for fresh, relatable narratives from cricket’s biggest stage. Prominent India content creator Payal Dhare generated more than 180M video views from her #T20CreatorClub posts, including 89M video views for a short, but powerfully captioned interaction with Player of the Match Ishan Kishan following India’s victory over Pakistan in Colombo.

Popular tech vlogger Shlok Srivastava gave fans an amazing behind-the-scenes experience of how broadcast productions are put together, while Shaarang Shringarpure added some humour to the mix with his commentary impersonations alongside some of the biggest names in the game.