The International Cricket Council (ICC) today announced the ICC Women’s Cricket World Cup 2022 was the most digitally engaged ICC women’s event ever in another major milestone for women’s sport. Recording an extraordinary 1.64 billion total video views across ICC channels, the event in New Zealand, is the third most digitally engaged ICC event ever behind the ICC Men’s Cricket World Cup 2019 and the ICC Men’s T20 World Cup 2021.
The ICC content enjoyed by fans around the world was a 45% increase on the record-breaking Women’s T20 World Cup 2020 which garnered 1.1 billion views and 16 times more than the 100 million views from the previous 50 over World Cup in England in 2017.
Fans embraced all range of videos, from highlights (the No.1 video on Facebook was the highlights from India v Pakistan) through to the heart-warming scenes of the Indian players meeting the Pakistan captain Bismah Maroof and her baby Fatima, which was the most tournament’s popular video on Instagram. Instagram Reels was the fastest growing platform, with the video of Jess Jonassen’s one-handed catch to dismiss Katherine Brunt performing the best, topping 13.5 million views.
Engagements on ICC social media platforms including shares, likes, and comments across this year’s 31-match tournament smashed all targets totaling 164 million, exactly doubling the 82 million seen in the Women’s T20 World Cup in 2020.
