England’s dramatic extra-time victory over Italy in the UEFA Women’s Euro semi-final has sent a strong message — women’s football is not just growing, it’s commanding prime-time attention.
The match, aired on ITV across both linear and digital platforms, peaked at 10.2 million viewers, marking the broadcaster’s biggest audience of the year. Averaging 8 million viewers through regular time and extra-time, the game delivered ITV’s top overnight numbers across all adults and the coveted 16–34 demographic.
It was also a landmark digital day: ITVX recorded 17.2 million streams, its most active 24 hours in 2025.
Over in Italy, over 4 million viewers tuned in on public broadcaster Rai 1, reflecting a strong 27.4% market share even in defeat.
The semi-final win sends the Lionesses into yet another major final — their third in three years — following back-to-back runs in the UEFA Women’s Euro, the 2023 FIFA Women’s World Cup, and now this year’s continental campaign. They await the winner of the Spain-Germany semi-final, with the final set for July 27, to be jointly broadcast by ITV and the BBC.
Earlier in the tournament, England’s penalty shootout victory over Sweden attracted 7.4 million peak viewers on BBC One and nearly 3 million streams via iPlayer and other BBC digital platforms.
Why This Matters:
1. Women’s Football Is Becoming a Prime-Time Product
Peak viewership exceeding 10 million rivals top-tier men’s fixtures and entertainment events. For broadcasters, that’s no longer a “growth story” — it’s a mainstream moment.
2. Digital Engagement Is Not Just Complementary — It’s Core
With over 17 million ITVX streams in a single day, digital-first audiences (especially younger demographics) are driving a new commercial model for rights holders.
3. Big Audiences = Bigger Brands
These moments aren’t just sport. They’re brand-safe, culture-leading, emotion-rich platforms for advertisers looking to make meaningful, cross-demographic impact.
At 365247, we help broadcasters, sponsors, and sports organisations turn moments like this into long-term opportunity.
Let the numbers be a signal: the women’s game is not coming — it’s here.
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