183 million viewers welcome Eurovision Song Contest again as online engagement skyrockets
The return of the Eurovision Song Contest (ESC), the world’s largest live music event, has been seen by 183 million viewers in 36 markets *
The Grand Final of the 65th Competition achieved, on average, a TV audience share that was 4 percentage points higher than the last Competition in 2019 of 40.5% – more than double the average audience share during hours of prime time for the same group of channels (19.4%).
The competition was a huge success with young audiences. The viewing share of the Grand Final among 15-24 years increased by 7 percentage points compared to 2019 to 52.8%, remaining 4 times higher than the average for broadcasting channels (14.5%).
Online, during the week of the Eurovision Song Contest, 50.6 million unique viewers in 234 countries watched on the official YouTube channel, up 28% from 2019. 18-34 year olds made up 71% of those who watched live content.
The same week, the official social media accounts for the contest were generated 14 million engagement actions on posts on Instagram, Facebook, Twitter and TikTok. The new TikTok channel, launched 100 days before the Grand Final, also generated 4.3 million engagement actions. Official Facebook page content reached 21 million people with another 8 million people reached on Instagram where messages have been seen 170 million times. Almost 5 million tweets about the Competition were sent on the evening of the Grand Final with almost 80 million total views for Eurovision-related videos during the week of the event.***
In the winning country, Italy, ESC delivered its largest audience to Rai since joining the competition after a 13-year absence in 2011. On average 4.3 million viewers watched the Grand Final , that is to say 24.4% of television in the country.
The host country, the Netherlands, saw its largest audience for the Grand Final on record **, up + 21% from 2019. 5.4 million viewers watched on NPO, which hosted the event with NOS and AVROTROS. The huge audience represented 78.5% of television in the Netherlands.
France, 2nd in the Competition for the first time since 1991, delivered its best audience of the last decade, with 5.5 million viewers, up 15% compared to 2019.
7.4 million viewers watched in the UK – the highest number since 2014 and up 6% from 2019.
Germany continues to deliver the largest audience of any market for the 11th consecutive year with 7.8 million viewers, up 3% from 2019.
Iceland, in 4th place, once again has the largest audience share of all markets with 99.9%.
Finland reached the Grand Final after a year of absence in 2019 and delivered its best audience ever ** with 1.4 million viewers, or 81.4% of television in Finland. Almost 3 times the audience delivered in 2019.
“We are delighted to see that the public has once again welcomed the Eurovision Song Contest in such large numbers and very proud to have brought together millions of people at a time when so many are still separated,” said Martin Osterdahl , who oversaw her first Eurovision Song Contest as an executive. Supervisor.
“The overwhelmingly positive response to this year’s incredible NPO, NOS and AVROTROS shows, as well as the huge success of Måneskin and so many songs this year demonstrates that, even in its 65th year, the impact of the Eurovision Song Contest. the song is bigger than ever.
The Grand Final of the 65th Eurovision Song Contest was also broadcast by 11 EBU radio organizations.
Executive Producer – Event for this year’s event, Sietse Bakker, says he is extremely proud of the team behind the 2021 Eurovision Song Contest: “There were 1,624 people in the credits. They’ve worked really hard over the last few weeks, months, 2 years to create these amazing shows in this weird and unreal time. “He also underlined the enormous commitment that all participating EBU members have made to ensure that all artists can actually be on stage in Rotterdam.
“Thanks to their confidence in our organization, the Eurovision Song Contest is back: with solid performances on stage and finally a fantastic winner”.
* Source: Results produced by the EBU and based on Glance and data from relevant partners and data from EBU members.
** since 2003
*** Source: ESC YouTube page, Hootsuite for Instagram, Facebook and Twitter – TikTok for TikTok