England’s dramatic Euro 2025 semi-final victory,which saw Chloe Kelly score the winning goal in extra time after Michelle Agyemang had leveled the score,drew a peak audience of 10.2 million viewers.This win secures England a place in the final against Spain, who previously defeated germany.
The match, extended to 120 minutes, also marked a significant achievement for ITV, becoming its highest-rated game of the year among adults aged 16 to 34. Furthermore, the streaming platform ITVX experienced its busiest day of the year, recording 17.2 million views.
Despite these impressive viewership numbers, ITV executives noted that advertising revenue generated by men’s major tournaments significantly surpasses that of the women’s game. “Nothing compares to a Euros or World Cup for us when England [men] are doing well,” stated McCall, highlighting that men’s tournament audiences, reaching 18 to 21 million, are double those of the women’s highest-rated games.
ITV observed that while the women’s euros viewership built gradually, particularly after an initial loss, the men’s tournaments consistently performed well across all matches, nonetheless of England’s participation.
The broadcaster reported a 9% year-on-year increase in total digital revenues, reaching £271 million in the first half of the year, as it aims to diversify its revenue streams beyond customary television advertising.
On the digital front, ITVX saw a 15% year-on-year rise in total streaming hours, accumulating 1.1 billion hours, while its monthly active users grew by 9% to 16.4 million.
