The Women’s European Championship in England is entering the home straight. It will be remembered as a tournament of records.
The European Women’s Football Championship in England breaks all attendance records. As Uefa announced on Tuesday, the tournament attracted more people to TV screens than any women’s European Championship before. Already with the fans in the stadiums, the EM in England had advanced into previously unknown spheres.
Compared to the 2019 European Championships in the Netherlands, 58 percent more viewers watched the tournament on their televisions, and the previous record of 164 million viewers was already surpassed after the quarter-finals. It is particularly pleasing for Uefa that more neutral fans who do not support a specific nation are also following the EM live.
“These excellent TV viewership figures show the enormous appeal of the tournament and the strong development of women’s football in recent years,” said Uefa marketing director Guy-Laurent Epstein. The tournament also recorded a record number of interactions on social networks.
11.5 million social media users comment on a game
But the women’s European Championship is not only booming on the TV market. This is also evident in the social media area. More people than ever before are discussing and commenting on the games on the various channels. During the group phase there were a total of around 152 million interactions on social networks. TikTok (40 percent), Instagram (26 percent) and Twitter (19 percent) are the most important networks.
Most interactions about a game occurred during the opening game between hosts England and Austria. 11.5 million people interacted about the match, which the “Three Lionesses” narrowly won 1-0.