Asia’s 1.12bn viewers were Fifa Women’s World Cup 2019 biggest media audience

(Ben Radford/Getty Images)

Football world governing body Fifa’s report on the 2019 Women’s World Cup 2019 showed that Asia, led by China, was the largest broadcast market for the competition.

According to Fifa’s France 2019: Global Broadcast and Audience Report, the Women’s World Cup was watched by 1.12 billion people globally via various platforms, and television alone attracted 993.5 million viewers, with another 481.5 million via digital platforms. These numbers were an increase of 30 per cent compared to the 2015 edition in Canada, which reached 764 million.

Fifa president Gianni Infantino said: “The fact that we broke the 1 billion target just shows the pulling power of the women’s game and the fact that, if we promote and broadcast world-class football widely, whether it’s played by men or women, the fans will always want to watch.”

Asia was the largest region to tune in across all touchpoints (in-home television, out-of-home and digital platforms), making 37.1 per cent of the total global audience. China contributed by far the largest proportion of Asian viewership with 342.6 million, 82.7 per cent of the regional total, and more than any of the other global regions.

The Chinese women’s national team made it to the round-of-16 in the competition before crashing out with a 2-0 loss to Italy. Asia was represented by China, Japan, Australia, Korea and Thailand, though no Asian team made it past the round-of-16 stages.

The digital viewership, in particular, was a huge increase from the estimated 86 million in 2015. 74.4 per cent of all digital viewers for the 2015 Women’s World Cup were in China, and in 2019 China still provided the majority of all digital viewership with 279.5 million people, making 58 per cent of the global total.