The England and Wales Cricket Board (ECB) now boasts the most popular cricket channel on YouTube, according to a press release issued ahead of this week’s Lord’s test match.
Highlights content from England’s win in the opening match of its series against India helped push the number of subscribers to the channel above the one million mark.
The digital landmark coincided with England’s 1,000th test and was followed soon after by a further milestone as the ECB took over its nearest rival to become the most-followed cricket-focussed YouTube channel in the world.
English cricket’s governing body, which produces the channel with Little Dot Studios, claims that all forms of the game have proved popular with its subscribers.
In particular, it says that videos including highlights clips from the Vitality T20 game against India, and the third men’s Royal London ODI against Australia, have regularly achieved more than 10 million views.
The channel has also been showcasing county level cricket, with Harmanpreet Kaur’s winning six in the Kia Super League game between Surrey Stars v Lancashire Thunder achieving one million views in a matter of days.
Analysis released by the ECB reveals that 79% of all views come from the 18-34 demographic, with more than 40% between the ages of 18-24.
Steven Dent, ECB social media manager, commented: “Over the past three months we have been averaging nearly two million video views per day (a quarter on quarter growth of over 850%) so to now be the world’s most popular cricket YouTube channel is a fantastic achievement.
“We have been working closely with Little Dot Studios to produce a wide range of outstanding content for the channel, ranging from highlights from across the different formats of our game to longer-form documentaries including the No Boundaries series in partnership with NatWest.
“In the last quarter this content has resulted in over 700 thousand new subscribers to our channel bringing our number of subscribers over one million and with plenty of exciting cricket left to be played over the coming months, we hope to see this growth continue for the foreseeable future.”
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