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July 1, 2025

ICC WTC 2025 Final breaks viewership records amid Test resurgence

ICC WTC 2025 Final breaks viewership records amid Test resurgence
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The ICC’s fourth World Test Championship Final, featuring South Africa’s maiden triumph at Lord’s, has shattered viewership records, marking a major boost for Test cricket’s global appeal.

Broadcast and digital platforms reported a cumulative 515 million views during the six-day final, including 14 million OTT views from over 145 territories via ICC.tv. Facebook and Instagram also contributed massively, with 423 million views and 368 million minutes on Facebook, and 70 million views on Instagram.

Digital alone generated 500 million video views across ICC platforms during the match span.

Indian broadcasters Star Sports and Doordarshan recorded a staggering 94.6% viewer share, fueling the highest-ever TV ratings for a non-India England involved Test since 2015.

OTT traction also soared, supported by regional feeds in Hindi, Tamil, Telugu, and Kannada—underscoring India’s pivotal role in Test viewership growth.

ICC Chief Commercial Officer Anurag Dahiya remarked: “The viewership data for broadcast and digital coverage… presents a really heartening picture.” He added that the ICC will “continue to invest in resources that enhance the viewing pleasure.”

What it means for Test cricket

  • Test resurgence: Following a string of abbreviated formats, these viewership numbers affirm Test cricket still draws mass global attention.
     
  • Digital growth: The surge in OTT and social media consumption highlights how audiences—especially younger fans—are embracing digital delivery.
     
  • Revenue implications: Strong viewership data strengthens WTC’s commercial value to broadcasters and national cricket boards.

The explosive increase in viewership for the WTC Final, reinforced by record digital engagement and India-led broadcasts, signals a reviving appetite for five-day Test cricket. As the ICC builds on these numbers, Test matches appear increasingly sustainable in the modern multimedia landscape.


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