The Rugby World Cup 2023, hosted by France, has officially become the most viewed rugby event in history, setting a new standard for the sport’s global reach and appeal. With a staggering 1.33 billion viewing hours (VH) clocked across linear and non-linear broadcasting platforms, the tournament not only captivated long-time fans but also attracted a new audience, contributing to the sport’s growing popularity worldwide.
Historic Viewership Achievements
The viewership for the France 2023 event saw a significant 30% increase from the England 2015 tournament and a 19% rise compared to Japan 2019. These figures are particularly impressive given the general decline in linear TV viewing across the globe, highlighting the Rugby World Cup’s ability to engage audiences in an ever-evolving media landscape.
Broad Global Reach
The tournament’s viewership was not confined to traditional rugby strongholds. Emerging rugby territories, including Germany and the USA, witnessed a surge in viewership, indicating the sport’s expanding footprint and its growing appeal in new markets. This broadened audience base underscores rugby’s universal appeal and its potential for further growth in non-traditional rugby nations.
Accessibility and Free-to-Air Coverage
A notable aspect of the Rugby World Cup 2023’s broadcasting success was that 85% of global viewership came from free-to-air TV. This approach aligns with World Rugby’s mission to make the tournament as accessible as possible, ensuring fans worldwide could enjoy the spectacle without the need for paid subscriptions. The emphasis on free-to-air coverage played a crucial role in reaching a wider audience and making rugby more accessible to fans around the globe.
The Rise of Streaming Services
In addition to traditional broadcasting, streaming services accounted for 5% of the global viewership, with RugbyPass TV’s coverage in markets without a local broadcaster being a key component of World Rugby’s strategy. This shift towards digital platforms reflects changing consumer preferences and the importance of adapting to new media consumption habits to continue growing the sport’s audience.
Conclusion
The Rugby World Cup 2023 has set a new benchmark for rugby viewership, showcasing the sport’s growing popularity and the successful efforts of World Rugby to make the game more accessible. The record-breaking viewership figures from France 2023 reflect the sport’s global appeal, the success of its broadcasting strategy, and the potential for rugby to captivate audiences worldwide. As the sport looks to the future, the Rugby World Cup 2023 will undoubtedly be remembered as a pivotal moment in its history, marking a significant step forward in rugby’s quest to become a truly global sport.
