There was quite a lot of loose "2 billion viewers" blah-blah about the Women's World Cup Finals in respected magazines and newspapers.
In the UK, on two channels, an average audience of 13.23 million viewers watched England's defeat by Spain yesterday, according to BARB. 10.76m on BBC One, 2.46m on ITV1.
The "2 billion" was a forecast by a research group called Euromonitor International. It built on a claimed cumulative figure of 1.12 billion viewers across all matches in the 2019 Women's World Cup Finals, and used growth in viewing and attendance at club matches in USA, Germany and Australia to justify their prediction. Their figure for total viewership of the 2019 final was 263 million unique viewers.
2 billion is around one quarter of the world's population.
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