MUMBAI: The recently concluded ICC World T20 2014 has emerged as the most watched international T20 tournament ever on television as well as the digital platform in India. A record 13.31 crore people across the country watched the mega sporting event, according to data provided by TAM.

There has been a 23.4 per cent higher viewership than the 2012 edition and more than 57 per cent compared to the 2010 edition. As per standard industry conversions, around 39 crore Indians watched the ICC World T20, this year.

The 2014 edition has generated a record 1222951 TVTs. This is almost 45 per cent higher than the 844400 TVTs generated during the ICC World T20 2012 edition. The six India matches in ICC World T20 have generated 672861 TVTs which again is a record for any ICC World T20. India matches during the 2012 edition had generated 396801 TVTs. The TAM data is based on ICC World T20’s broadcast on SD channels Star Sports 1 and Star Sports 3 across the country, with the target group of CS 4+.

Meanwhile on the digital platform starsports.com, the video streaming of ICC World T20 has garnered unprecedented traction on the digital domain. The ICC World T20 final between India and Sri Lanka on starsports.com attracted a record 19.3 lakh unique individuals watching video on the destination, delivering an unprecedented 37.6 lakh visits. Also video streaming of the same event on starsports.com generated 2.24 crore visits.

Overall, starsports.com attracted more than 80.9 lakh users during the fortnight long tournament delivering more than 2.24 crore visits. The consumer interactivity on starsports.com is growing at a dramatic pace. During the last 4 matches played by India, a total of 101 million live minutes of video was consumed by users with an average of more than 30 minutes per live view.

Star India head of sports business Nitin Kukreja said, “Our aim is to consistently re-shape and enrich consumer experience. During this edition, we introduced innovations like the LED stumps; there was increased focus on analytics and graphics to augment consumer engagement. The invitation to the consumer was done via a high decibel ‘Duniya Badlegi campaign’ which generated global level engagement. We are enthused with the positive feedback on the unprecedented production and broadcast effort. This will motivate us further to set even higher benchmarks in the future.”