With the UEFA Euros coming up next month, this week’s final Chart explores how the development of online sports coverage will impact this major tournament.

Globally, it’s 4 in 10 online adults who say they watch the Euros on TV or online, placing it among the top 5 most popular sporting competitions tracked by GWI. As yet, TV remains the clear choice for this, with 3 in 4 tuning in this way. But there’s a not-insignificant 37% who say they will be watching some games or coverage online.

A glance at the regional figures shows that online viewing is subject to some notable variation. While just a fifth in the Euros home-region watch online coverage (where almost all will be watching on TV), figures approach the 50% mark in APAC – a clear reflection of the importance of online TV within the region. But it’s not just here that online viewing is commonplace; it’s also a key way of tuning in for North Americans (35%) and those in the Middle East and Africa (30%).

To find out more about the viewing trends of the Euros and the digital habits of Euro viewers, take a look at our new Euros 2016 infographic.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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