The South Africa vs India T20 series has cemented itself as a highlight of the cricketing calendar, delivering thrilling matches and a significant surge in audience engagement. This year’s series saw South Africa and India clash in four action-packed games, drawing record viewership and consumption figures on SuperSport. This is evident from the latest Nielsen Sports SA viewership data following the series.
The 2024 series reached a total unique audience of 1.5 million viewers, a staggering 194% increase compared to the 2023 series. Total consumption across all broadcasts soared to 3.9 million hours – a remarkable 341% year-on-year growth. These figures reflect the enduring rivalry between the two teams and the growing appeal of T20 cricket among fans.
The best-performing match in 2024 drew a live total unique audience of 655,780, an 86% jump from the most-watched live game in the 2023 series. Over four matches, SuperSport broadcasted 129 hours of live and secondary coverage, up from two matches and 50 hours in 2023.
Beyond the numbers: A battle for momentum
For South Africa, it was a chance to reclaim pride after their loss to India in last year’s series, and a platform for both to test emerging talents, building momentum for future tournaments.
The four-match T20 tournament against India is a much-touted grudge match, continuing the rivalry last witnessed in the 2024 ICC T20 World Cup final – a true saga of grit and determination. As players push boundaries on the field, they are also energising fans across South Africa and India, proving that cricket’s power lies in its ability to inspire and unite.
Fans with spending power
Data from Nielsen Fan Insights shows that the predominant Cricket pay-TV audience is aged 25-49, accounting for 39% of total audience figures. This economically active group with notable spending power presents an irrefutable argument for brands and rightsholders within the space.
Duncan Stead, Commercial Manager at Nielsen Sports SA, remarks: “The SA vs India series captivated audiences with fierce rivalry and outstanding talent.
“The impressive viewership numbers prove Proteas Cricket’s unmatched ability to draw diverse audiences and spark national pride. SuperSport’s extensive coverage also highlighted the growing consumption of T20 cricket among an economically active demographic. This is a clear opportunity for brands and rightsholders to connect with a dynamic and engaged fanbase.”
A testament to SuperSport’s coverage
SuperSport’s commitment to delivering world-class cricket coverage remains strong. The network hosted 129 hours of live matches and secondary broadcasts collectively during this series, ensuring fans never missed a moment. Fan engagement levels were at an all-time high, with viewership on DStv Premium leading the way and additional data revealing clear insights into fan behaviour outside of sport.
As the Proteas look ahead to future tournaments, the SA vs India T20 series will be remembered as more than just a rivalry. It’s a story of resilience, rising stars, and cricket’s power to bring people together.