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Three in ten Brits say they will watch the Women’s Euros 2022

A new YouGov Direct study conducted on July 6 reveals that three in ten Brits will watch the Women’s Euros 2022.

Interestingly, the demand for the tournament is consistent across age groups. However, the youngest audience (aged 18-29) are twice as likely as the other ones to indicate they will watch a bigger portion of the tournament.

Examining the data by gender, two in five men say they will tune in to the tournament (38%) compared to just under a quarter of women (23%).
Additionally, two-fifths of all Brits who say they will watch the Women’s Euros say they intend to watch all games featuring England (39%), and about a tenth of them also plan to watch each of Northern Ireland’s matches (9%).

So how does interest compare against the Men’s Euros?

The survey reveals that almost half of all Brits watched at least some part of the Men’s Euros last year (48%). Interestingly, though, Brits aged 18-29 were not significantly more likely than their older compatriots to have watched most matches. Where one in five of those aged 18-29 say they watched most games (20%), the proportion was almost identical among those aged 30-50 (19%) and only somewhat reduced among the over-51s (17%).

Among those who watched the Men’s Euros, interest for the Women’s Euros is significantly heightened, with well over half of this audience saying (56%) they will tune in to the tournament being hosted in England. Interestingly, about 6% of those who did not watch the Men’s Euros last year plan to watch the Women’s event.

Even within this group, men (61%) are likelier than women (51%) to watch the women’s event, although a marginally higher proportion of women (11%) indicate they will watch most matches (vs 9% of men).

Notably, among those who did watch the Men’s Euros in 2021 and who also indicated an inclination to also watch the women’s version, over a third say they will watch more of the women’s event than they did of the men’s (35%).

How will fans tune in?

Nearly four-fifths of those who plan to watch will catch live action on television (78%), with a third of them also indicating plans to consume highlights or repeats on TV (33%).

Just over one in 10 consumers say they will watch live action using online streams (11%), which still makes it the third-most popular medium. A similar proportion of fans will catch up on updates in the newspaper (9%), on social media (9%) or on the radio (8%).

One in 14 fans will take in the action through highlights or other content online (7%). A smaller share of the audience will catch up on updates through mobile apps (4%), or at out-of-home destinations such as bars and restaurants (4%). About 2% of consumers say they plan to attend matches in person.

It is important to note that intention does not always translate into action. It is possible that not everyone who intends to watch will end up tuning in. But if England are able to stage a successful campaign, it might even spur a higher degree of interest in this year’s tournament.

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Methodology: YouGov polled 1500 British adults online on July 6, 2022 between 5:07pm and 22:42 BST. The survey was carried out through YouGov Direct. Data is weighted by age, gender, education level, region, and social grade. Results are nationally representative of adults in Great Britain. The margin of error is 2.5% for the overall sample. Learn more about YouGov Direct.

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