England’s win in the Women’s Euro final was the most watched live television event of the year so far, with figures from ITV suggesting a peak of 16 million people watching across the BBC and ITV.
If we take a look at how this impacted online activity, our UKOM endorsed Ipsos iris data shows that the tense game contributed to significant increases in daily engagement for both broadcasters’ apps.
Interestingly, it was men who saw the biggest growth in time spent compared to the previous week, with significant increases on the BBC iPlayer (+108%) and ITVX (+41%) apps on the day of the final, compared to changes of +37% and -7% respectively for women.
However, women still accounted for the lion(ess)’s share of time on both platforms, accounting for 76% of minutes on ITVX and 63% on BBC iPlayer apps.
What’s clear across platforms and profiles though, is a growing passion for the women’s game regardless of gender, driving spikes in audiences and engagement.