2023 FIFA Women’s World Cup 2023 on Social Media
Maite Azkuna
Senior Analyst, Marketing Content & InsightsComscore
On August 20th, the 2023 FIFA Women’s World Cup came to a thrilling conclusion. This year’s tournament set new standards versus previous years’, while packed stadiums and a surge in digital presence on social media platforms indicate a booming interest in the sport.
Globally, mentions of the championship event by brands, publishers, and influencers garnered more than 185 million actions on social media – levels never seen before - tripling the 2019 world cup results.
The final match between Spain and England was the high point for social engagement, registering a staggering 17 million actions – ahead of the clash between Brazil and Jamaica which earned 11.5 million actions across platforms.
TikTok amassed more video views on the final match than many of the other social platforms - racking up 27 million1 total actions.
Goal and Gen Z football-media platform Copa90 topped the UK FIFA Women’s World Cup TikTok posts by views.
Goal featured a Google Pixel sponsored video heralding the vanquished Lionesses as an inspiration to the nation. Copa90 grabbed the social media audience’s attention when they shared a spontaneous interview with Mary Earp’s parents on public transport.
@goalglobal #AD “An inspiration to our nation” Despite defeat in the final, the Lionesses can return home with their heads held high #FootballOnPixel original sound - GOAL
@copa90 The way the dad kept a straight face the whole time #soccer #woso #worldcup original sound - COPA90
Source: Comscore Social, TikTok, industries: UK*** Publishing - Publications & Websites and UK* Media & Entertainment top videos, August 20, 2023.
The 2023 FIFA Women’s World Cup set new benchmarks not only on social media, but also showcased the rising influence of women's football on a global scale.
For more information about social media engagement data, contact your Comscore representative or visit comscore.com/learnmore .