Rise in Viewership for European Club Finals
TNT Sports has reported that seven million people tuned in to watch the Champions League Final this year, despite the decision not to make it free-to-air. This figure marks a significant drop compared to the 12.6 million viewers who watched Liverpool take on Real Madrid in 2022, when BT Sport provided the match without charge.
The decline in viewership is part of a broader trend, with overall viewing figures down by 10 per cent since 2022. The last time an English side reached the final was Manchester City, who defeated Inter Milan in 2023. Although specific viewing numbers were not immediately available, TNT stated that the market share of 25.6 per cent on Saturday was similar to that of City’s victory three seasons ago.
TNT did not disclose how many new subscribers they or their sister company HBO Max gained as a result of their decision to keep the final pay-only. However, those interested in watching could opt for a one-off £4.99 payment to HBO for a monthly subscription.
A spokesperson for TNT Sports said: “This year’s three European club finals were watched by over 13 million viewers across TNT Sports and HBO Max. The UEFA Champions League final performed strongly in the UK, reaching more than 7 million people and delivering TNT Sports’ second-highest ever share of the total TV audience—consistent with Manchester City vs Inter Milan from three seasons ago.”
Improved Performance Across the Season
Across the entire season, UEFA club competitions attracted larger audiences on TNT Sports, with average viewership up by 5 per cent compared to the previous season. This indicates that despite the shift towards paid content, there remains a strong interest in major football events among UK viewers.
The decision by TNT Sports to not make the Champions League Final free-to-air sparked some criticism, particularly from Arsenal-supporting Prime Minister Sir Keir Starmer, who had previously called for such matches to be broadcast without charge. However, the broadcaster stood firm on its decision, citing the need to maintain a sustainable business model.
Future Implications
With the rise in demand for premium content and the increasing competition among sports broadcasters, TNT Sports’ approach may set a precedent for future major sporting events. The ability to offer exclusive content through paid subscriptions could prove beneficial in retaining loyal viewers and attracting new ones.
As the landscape of sports broadcasting continues to evolve, it will be interesting to see how other networks respond to similar challenges. Will more broadcasters follow TNT Sports’ lead and move away from free-to-air models, or will there be a push to return to more accessible viewing options?
Key Takeaways
- The Champions League Final this year saw seven million viewers, a drop from the 12.6 million who watched Liverpool vs Real Madrid in 2022.
- Overall viewing figures have declined by 10 per cent since 2022.
- The last time an English team reached the final was Manchester City in 2023.
- TNT Sports reported a market share of 25.6 per cent during the final, comparable to City’s victory three seasons ago.
- Average viewership for UEFA club competitions on TNT Sports increased by 5 per cent compared to the previous season.
- The decision to keep the final pay-only faced criticism from some quarters, but the broadcaster remained committed to its strategy.
