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2023 Tour de France Saw Mild Boost in Streaming as Final Paris Stage Records Peak Viewership

2023 Tour de France Saw Mild Boost in Streaming as Final Paris Stage Records Peak Viewership

The 2023 Tour de France bicycle race saw marginal streaming viewership gains throughout the 23-day event, with the final stage into Paris posting outsized numbers, including 78% uptick in plays, 40% increase in total playtime and 46% increase in unique viewers watching Danish cyclist Jonas Vingegaard win his second Tour, according to new data from NPAW.

In February, NBC Sports, Peacock and the Amaury Sport Organization announced a six-year extension for exclusive U.S. media rights for the Tour de France, including streaming.

Overall, the bike race experienced only slight upticks in streaming viewership, suggesting trends among live streaming’s appeal among sports events does not necessarily apply to cycling.

The Tour caters to a very specific audience segment that fails to move the needle overall. Notably, though, there was a 20% surge in total viewing time during the Tour compared to the 90 previous days, NPAW attributed the uptick more to the long duration of the event and its 21 stages.

Pay-TV set-top boxes and big screen televisions remain the main devices for streaming the Tour, jointly seizing 75% of the total playtime, according to NPAW. PCs and Smartphones combined for 20% of the playtime.

“As we move forward, it will be interesting to see if these percentages remain stable, or if mobile devices for live sports streaming grow in importance as they have done in other aspects of our lives,” read the blog post.

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