54M Global Viewers Watch 2025 Top End T20 Series

The 2025 Top End T20 Series sponsored by Tourism NT has smashed its previous broadcast records with a global audience of over 54 million viewers tuning into watch what is quickly becoming the second best T20 competition in Australia behind the Big Bash League. The dramatic increase in global viewers (up from 12.8m in 2024 and 10.6m in 2023) was driven by unprecedented viewership across free-to-air TV in South Asia and global sports digital platforms, with cricket fans relishing the chance to watch a record 11 teams compete across 36 T20 fixtures in Darwin.

Global Broadcast

• Television was the standout driver with more than 35.3 million viewers tuning in on ‘A Sports’ in Pakistan, and a further 10.2 million watching on ‘T Sports’ in Bangladesh.

• Alongside these, digital platforms including 7plus in Australia, FanCode in India, Willow in North America, KTV Max in Nepal and the Cricket Australia YouTube channel pushed the Series to a combined global audience of 54.3 million.

• Fans consumed over 5.8 million live viewing hours, up 357 per cent YoY.

• The most watched match of the tournament was Pakistan ‘A’s clash with Nepal, which averaged 7.45 million viewers across its 3.5-hour broadcast.

Growth Drivers

• The decision to place every match on free-to-air channels in Pakistan and Bangladesh gave the Series exposure in two of the world’s biggest cricket markets, with a potential reach of more than 260 million households.

• Alongside the Pakistan ‘A’ team and Bangladesh ‘A’ team, the addition of the Nepal National Cricket team added another layer of international fandom, bringing in one of cricket’s most fanatical and engaged fan bases.

• The growing mix of International and Australian teams, including 5 Big Bash Academies and US Minor League Cricket Champions the Chicago Kingsmen, and an expanded 36-match schedule secured broadcast partnerships now spanning an estimated reach of 400 million households worldwide. 

• Clear airtime and non-competing content in key markets ahead of the 2025 Asia Cup ensured attention across the subcontinent.

Social Media

• The Series delivered record levels of social media engagement, with NT Cricket platforms generating 19.4 million views, 551,000 content interactions and 8,200 new followers totalled across Facebook and Instagram.

• This was amplified through a coordinated effort with competing teams. Big Bash franchises and international sides, who together boast more than 33.7 million followers on Facebook alone, partnered with NT Cricket to co-publish and share content.

• From match highlights and behind-the-scenes features to player-driven storytelling, this collaborative approach ensured the Series connected with audiences in fresh, authentic ways and introduced the event to vast new markets.

NT Cricket CEO, Gavin Dovey:

"The Top End T20 Series was created in part to be a vehicle to market and promote the Northern Territory as a destination of choice to visit, live, work or study, and this year’s unprecedented global broadcast numbers demonstrate there is not a sport in the Territory that can connect with a bigger audience.

"In addition, the T20 revolution has by no means finished and as the global transformation of cricket continues to take shape this year’s event showcases the potential of our unique winter cricket asset that can benefit both Australian Cricket and key industry sectors here in the Northern Territory.

"I’d like to thank to all our commercial partners, broadcast partners and the teams who made the 2025 Top End T20 Series the biggest yet."