April 29th, 2024, Kineree Shah
YouGov recently conducted a survey among 1,142 adults in the US to understand their awareness and interest in cricket leagues, particularly with the ICC T20 Men's World Cup co-hosting event in the US this June.
The survey revealed that only a small percentage of Americans are aware of major cricket leagues. For instance, 10% are aware of Major League Cricket, while awareness for other leagues like the Indian Premier League and the ICC T20 Cricket World Cup stands at 6%. Eight in 10 Americans indicated they were not aware of any cricket leagues.
Attitudes towards the ICC T20 World Cup among Americans varies, with one in five expressing interest. This interest is higher among males (27%) and the younger demographic aged 18-34 (36%), compared to just 6% of those aged 55 and above. Additionally, 46% of those interested in the World Cup were not aware that it is being co-hosted in the US.
When it comes to team support, Three-fifth of Americans who are interested in the sport support USA team (62%), while three in 10 support England (29%). Other teams like Australia (16%), Canada (15%), New Zealand (13%), Pakistan (12%), and India (11%) also have significant backing.
Regarding expectations for the World Cup winner, 52% of Americans believe the US team will win. This marks the first occasion the US team has qualified for the World Cup, primarily because the event is being co-hosted in the US. Additionally, 11% of fans hold the view that England, a team that has won the championship twice before, will emerge victorious.
The survey also looked into how Americans who are interested in the sport plan to watch the World Cup. Half of adults say they would watch some games (47%), while 16% plan to watch every game. Furthermore, 14% intend to watch only the highlights or recaps while 11% will keep up with the game only when content appears on their social media.
Social media platforms emerge as the most popular medium for ICC T20 Men’s World Cup, with 48% using them for updates and highlights. This is followed by streaming services (43%) and traditional cable or live TV (40%). A quarter say they’ll be catching the game at a car or public viewing event (26%) while 16% will tune into the official app or website.
These insights suggest a growing interest in cricket in the US, particularly among the younger demographic, although there remains significant room for increasing awareness and engagement with the sport.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 17-18 April 2024, with a nationally representative sample of 1,142 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.
Cover photo – Twenty20 Wiki