Haka had big impact on World Cup media outcomes

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World Rugby has announced the details of the World Cup's online and social media impact and the most watched video on its digital channels was the All Blacks' haka ahead of the semi final loss to England.


More than 22 million views across all channels were made of the English challenge to the haka.


It was all part of a record-breaking digital effort that made the tournament one of the most watched, and engaged, sports events of the decade.



World Rugby chief executive Brett Gosper said: "The growth in global engagement, coupled with these record-breaking outcomes overwhelmingly demonstrate the power of rugby to inspire an enormous new global audience as well as a clear appetite of fans to engage with much more than just match content."


And the world body's chief marketing officer Marissa Pace said the focus on fan-engagement had a dual approach.


"First, we deepened the existing fan experience for our core audience and second, we turned to the 'fun' side of rugby to attract new fans to the sport.


"We wanted RWC2019 to be more than an outstanding rugby tournament, it was an immersive experience that brought a global audience into the heart of the sport.



"They were with the teams, with the fans, experiencing content that had personality, which played a significant role in 54 percent of all 2.1 billion video views being accessed via World Rugby channels. Our fresh approach has enabled us to deliver the most digitally-consumed rugby event ever," she said.


The 2.1 billion views was nearly six times the figure achieved at RWC2015 while engagement rates doubled on that of 2015.


The tournament website had 153.5 million page views, with more than half coming from Japan.


New followers totalled 1.8 million with 48 percent and 29 percent grown on Instagram and YouTube respectively.


Of 1.2 million new app downloads, one in five was from Asia and 68 percent of the Rugby World Cup Snapchat audience was between 13-24 years old with 94.4 million video views of which the largest audience came from the United States. The average video watch time increased from 36 seconds at the start of the tournament to a minute at the end.



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