Warner Bros. Discovery Sports Aug. 1 reported record-breaking streaming and broadcast audience engagement across 50 markets in Europe for its comprehensive coverage of the Tour de France bicycle race, which ended July 24. The 24-day event was won by first-time winner Jonas Vingegaard of Denmark.
The Tour de France was available on the Discovery+ streaming platform in Denmark, Finland, Italy, the Netherlands, Norway, Sweden, the U.K. and Ireland. The U.S. SVOD grew its Tour de France streaming audience by five times compared to 2021, and saw a near 32% increase across all of its digital platforms, including the Eurosport app.
WBD also reported that the Tour finished with the best overall pan-Europe television performance in five years with record audience tune-in in key markets including France, Spain and Norway. TV viewership across Europe on Eurosport 1 and Eurosport 2 rose 23% from 2021.
WBD’s Eurosport.com saw a 50% jump in audience starts compared with 2021. Total video minutes watched grew by 40%.
In broadcast, Warner Bros. Discovery said the race, which featured an epic duel for the Yellow Jersey between Vingegaard and Tadej Pogačar, Slovenia’s winner of the last two editions of the Tour, racked up more than 400 million hours viewed in aggregate across Eurosport’s television footprint.
The Tour de France was broadcast and streamed in the U.S. by NBC Sports and Peacock.