The ICC Men's T20 World Cup 2026 is setting new digital benchmarks, with a focus on expanding its reach and accessibility in non-traditional territories. While multi-language feeds have already expanded the tournament's reach and accessibility in existing markets, the growth in non-traditional territories has contributed to a sharp rise in engagement and enriched fan experience. Three of the top five streams during the tournament have been non-English feeds, with ICC.tv broadcasting in Hindi, Urdu, Nepali, Japanese, and Bahasa Indonesia. This focus on language accessibility has helped establish a connection with viewers in diverse cricketing communities around the world.
The strongest percentage growth has come from non-traditional markets, which have seen a 69% increase in users. Germany has recorded a 150 percent increase in unique users from 2024, followed by Italy at 136 percent. Japan and South Korea have also each delivered growth of more than 100 percent across both views and unique users. These record-breaking trends demonstrate tangible progress against the ICC's stated ambition to deliver its most global and accessible event ever. With record concurrent audiences, higher average watch times, and a materially increased share of users and views coming from non-traditional territories, there has never been an ICC event more available or engaged with globally.
