The ICC Men’s T20 World Cup 2026 has set new digital benchmarks, with the tournament in India and Sri Lanka recording its highest-ever engagement across ICC.tv and the International Cricket Council’s social media platforms.
According to data released during the event, the ongoing ICC Men’s T20 World Cup 2026 has already surpassed the total number of users and minutes watched on ICC.tv compared to the entire 2024 edition, highlighting a sharp rise in global digital consumption of cricket.
The 20-team tournament has now reached the semi-final stage, with India, England, South Africa and New Zealand securing places in the final four. A key moment came when India defeated West Indies to confirm the last semi-final spot, with the match setting a new concurrent streaming record on ICC.tv. The previous peak had been recorded during the 2024 T20 World Cup final.
Digital growth across platforms
Compared to the same stage of the 2024 tournament, unique users on ICC.tv have increased by 28%, while total playtime has grown by 56%. The average watch time per unique user has risen to 58 minutes, up from 47 minutes at the end of the Super 8 stage in 2024.
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Across social media, the tournament has generated more than 10 billion video views so far and is on track to surpass the 16 billion record set in 2024.
Multi-language streaming has played a significant role in expanding access. ICC.tv has provided feeds in Hindi, Urdu, Nepali, Japanese and Bahasa Indonesia, with three of the top five streams during the tournament coming from non-English broadcasts.
Expansion into new markets
The strongest percentage growth in digital users has come from non-traditional cricket markets, which have seen a 69% increase overall. Germany recorded a 150% rise in unique users compared to 2024, followed by Italy at 136%. Japan and South Korea also reported growth exceeding 100% in both views and unique users.
The ICC has previously stated its aim of delivering its most globally accessible event, and current digital trends indicate broader international reach and higher engagement levels than previous editions.
With semi-finals and the final still to be played, tournament viewership and engagement figures are expected to rise further.
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