Women’s EURO 2022 Final Sets New Viewership Records: A Triumph for Women’s Sports
The final match of the Women’s EHF EURO 2022, which saw Norway defeat Denmark 27-25 to clinch the championship title on Sunday, November 20th, shattered viewership records. According to a report on the European Handball Federation website, eurohandball.com, the EURO 2022 final, broadcast in over 80 countries, achieved unprecedented television ratings in both Denmark and Norway, becoming the most-watched TV event in these nations.
In Norway, the newly crowned European champions, over 986,000 viewers tuned in to TV3 to watch the game. The final peaked at over 1.1 million viewers, capturing a remarkable 74 percent market share, making it the most-watched commercial TV broadcast in Norway. This demonstrates the immense popularity of women’s handball and the Women’s EURO 2022 tournament in the country.
Denmark also witnessed massive interest in the Women’s EURO 2022 final. TV2, the broadcasting channel in Denmark, garnered over 1.5 million viewers, also achieving a 74 percent market share. The final reached a peak viewership of 1.7 million, solidifying its position as the most-watched program on Danish television. These figures highlight the strong appeal of women’s international handball and the compelling narrative of the Women’s EURO 2022.
Martin Hausleitner, EHF Secretary General, commented on the impressive figures, stating, “These are impressive figures that we are proud of and that underline the value of handball in our key territories. They also demonstrate the very positive impact of women’s sports on the market. We are successfully reaching both established and new audiences. We have created a strong platform on which we can further increase the level and reach of women’s handball.” His statement emphasizes the growing recognition and commercial viability of women’s sports, particularly women’s handball, as exemplified by the success of the Women’s EURO 2022.
Beyond the final, the Women’s EHF EURO 2022 also generated significant viewership for other matches. In Sweden, for example, the fifth-place match between Sweden and the Netherlands achieved an 18 percent market share on TV6. This indicates a sustained interest in the tournament and its matches beyond just the final showdown.
Furthermore, the Women’s EHF EURO 2022 saw remarkable engagement across the European Handball Federation’s digital channels, particularly among Generation Z. For the first time at a women’s event, 14 exclusive shows were produced for the ‘Home of Handball’ Twitch channel, resulting in over 60 hours of live streaming and 1.17 million live views. This digital strategy successfully tapped into a younger demographic, expanding the reach of women’s handball through innovative platforms.
On TikTok, 33 videos posted since the end of October amassed a total of 21 million views. The platform experienced a 10 percent growth, reaching 615,000 followers, making it the EHF’s strongest platform in its social media ecosystem. Instagram posts and stories on the EHF EURO’s channel garnered over 26 million impressions throughout the championship. These impressive digital metrics underscore the growing popularity of women’s handball and the effectiveness of digital engagement strategies in reaching a broader audience for the Women’s EURO 2022.