Australian Open women’s final attracts massive TV and digital audience increase
The Australian Open women’s singles final at Rod Laver Arena on Saturday night – which saw Aryna Sabalenka notch back-to-back titles with a convincing win over first-time grand slam finalist – Qinwen Zheng attracted impressive viewership numbers, despite the relative lack of drama.
The decider may not have been high on competitiveness but drew a staggering total of 3.26 million Australian viewers, peaking at 1.49 million viewers. This marked a 15 percent increase compared to the corresponding match in 2023.
Sabalenka’s victory also made waves in the digital realm, with the second-highest Live BVOD audience for the Women’s Final, totalling 162,000 viewers, reflecting a significant 68 percent year-on-year growth.
The Nine Network’s coverage of AO 2024 garnered widespread attention, attracting a total of 10.1 million viewers throughout the tournament.
Meltwater, a comprehensive media monitoring platform, revealed a surge in social media buzz surrounding the 2024 Australian Open. The tournament witnessed an enormous 1108 percent rise in mentions, surpassing 1.5 million mentions thus far. Daily average mentions increased marginally, highlighting the fervour surrounding the event.
Meltwater’s comprehensive analysis encompassed billions of social media conversations across various platforms, identifying key influencers and highlighting the most talked-about players in this year’s tennis extravaganza. Utilising its Klear Influencer Marketing tool, Meltwater delved into the social profiles of tennis stars, evaluating factors such as follower count, engagement, true reach and audience quality.
Among the women’s players, Sabalenka and Naomi Osaka emerged as standout figures, with Sabalenka amassing 1.3 million followers and Osaka boasting an impressive 4.9 million followers. Osaka’s Instagram post documenting her return to the Australian Open as a new mother resonated deeply with her followers, emerging as the most engaging content during the tournament.
View this post on Instagram
Sabalenka’s triumph at the Australian Open not only captivated millions of viewers but also ignited a digital frenzy, solidifying her status as a dominant force both on and off the court.
