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The 2023 Rugby World Cup has become the most-watched rugby event in history, with a cumulative total of 1.33 billion hours watched across linear and non-linear programming, according to new data from World Rugby.
Confirmed:
- The 2023 edition received 19% more viewers than the 2019 World Cup (1.11 billion hours).
- Host country France had the highest total of 481 million hours watched.
- South Africa’s final victory over New Zealand was watched for 94 million hours worldwide, making it the most-watched match.
- 85% of the tournament’s viewership worldwide was on free-to-air (FTA) television
- Streaming services account for 5% of global viewership
- In the UK, FTA broadcaster ITV accounts for 295 million hours of linear viewing time, with its streaming platform ITVX amassing a further 27 million hours.
- The RugbyPass TV over-the-top (OTT) platform gained 350,000 subscribers and 1.7 million users during the tournament as it broadcast World Cup matches into markets without a comprehensive rights deal.
context:
World Rugby has found that viewership numbers have increased in many markets compared to the 2015 World Cup. These include countries such as Germany, Italy, and the United States, which are considered emerging regions for the sport.
comment:
Alan Gilpin, CEO of World Rugby, said: “Rugby World Cup 2023 was a fantastic tournament on and off the field. The thrilling spectacle enjoyed by millions in France will be shared by millions more around the world. I’m glad that it captured people’s hearts.”
“As our sport continues to grow and explore new markets, we are working with our broadcast partners to enhance the viewing experience, especially for new audiences, and to make rugby a global sport for everyone. We look forward to contributing to the achievement of our vision.”
Next up:
World Rugby is considering adopting a similar strategy to raise the profile of the 2025 Women’s Rugby World Cup in England.
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