Betway SA20 audience growth highlights South Africa’s rising passion for T20 cricket

Nielsen Sports SA data reveals a significant surge in Betway SA20 viewership, with total unique audience figures rising by 47 per cent year-on-year. The 2025 season saw the fast-paced tournament gain viewers of both live and secondary broadcasts, revealing the growing appeal of South Africa’s premier T20 tournament.

Nielsen data shows that total unique viewership climbed from 1.6 million in 2024 to 2.37 million in 2025. Live unique audience figures also recorded a 46 per cent rise, reaching over 1.3 million, while total consumption surged by 38 per cent, with more than 14.3 million hours of cricket viewed across the season.

COLOURFUL CRICKET'S EXPANDING AUDIENCE BASE

The SA20 final reinforced the tournament’s status as a must-watch event. Viewership for the 2025 final reached 688,618 – a considerable increase from Season Two’s 398,615. This shift highlights the tournament’s ability to captivate a broader audience and sustain long-term growth.

SuperSport broadcasting matches across seven dedicated channels has made coverage more accessible than ever, with the 2025 season featuring 799 hours of total TV coverage – up from 685 hours in 2024 – expanding the tournament’s reach and engagement.

AN UNMISSABLE OPPORTUNITY FOR ADVERTISERS

The sharp rise in SA20 viewership highlights an increasingly engaged and diverse audience base. The year-on-year growth underscores South Africans’ strong affinity for faster-paced T20 cricket, offering brands and advertisers a prime opportunity to connect with sports fans.

“With SA20’s audience expanding rapidly, advertisers have a unique opportunity to engage with a passionate and highly engaged sports market,” says Nwabisa Sauls, Commercial Manager at Nielsen Sports SA.

“Data-driven insights allow brands to identify when and how to reach viewers most effectively, maximizing the impact of sponsorships and advertising placements.”

The sustained upward trajectory in SA20’s viewership suggests continued expansion in South Africa’s cricket audience, reinforcing the tournament’s growing commercial value. For brands wanting meaningful engagement with sports fans, aligning with the SA20 presents an opportunity backed by clear, data-driven insights.