Mumbai: In its 17th edition, UEFA EURO 2024 gets bigger as Sony LIV, recorded a 50 per cent increase in users, a 64 per cent increase in total views, with a 350 per cent increase in live views, as compared to the initial days of the Euro 2020 championship.

Registering a whopping 560 per cent growth of key users in the 25 to 44 age group category, the demand for the game has been felt across India. Accounting for approx. 61.5 per cent of the user base for Sony LIV, markets of West Bengal, Maharashtra, Kerala, Karnataka, Tamil Nadu & Delhi lead the way for consumption of the game.

The record-breaking impact on the opening match weekend comes on the back of an array of audiovisual innovations introduced by Sony LIV in the lead-up to the games. From ‘Star Cams’ to ‘Dugout Cams’, multi-language commentary etc. the initial data points to the current games already surpassing the previous edition. Additionally, there has also been a 164 per cent growth in the digitally savvy Connected TV viewership.