Spectacular 95th-minute goal boosted viewing figures and advertising views across streaming platforms around the world.

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It’s safe to say that England fans are still waiting for the team to kick into gear at Euro 2024. Many have been disillusioned by unimpressive performances to date and Sunday’s knockout game against Slovakia followed the trend - until Jude Bellingham’s spectacular equaliser in the 95th minute. Viewing stats gathered from our broadcaster customers across four continents show a massive boost in streaming audiences and advertising in the final, dramatic moments of the match.

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Immediately after Jude Bellingham’s overhead kick in the 95th minute, audiences leaped up - with people hearing about the heroics and switching on. The majority logged on from their mobiles wherever they were at the time. Within seconds, the referee blew the final whistle, which was followed immediately afterwards by an ad break. Suddenly, this ad break became by far the most watched and most valuable of all, delivering millions of extra, unscheduled ad spots to a highly engaged audience. Ads stitched for mobile were almost double those during the half-time ad breaks.

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England captain Harry Kane’s classic header at the beginning of extra time also drove a spike in viewers - again mainly driven by mobile - suggesting that such sporting events have the power to pull in viewers for key moments and drive extra advertising value on top of the usual audiences for the full 90, or in this case, 120 minutes. 

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England’s performance so far demonstrates the unpredictable nature of live-streaming sports. Major events like Euro 2024 are defined by huge moments that capture the attention of viewers everywhere, on top of the high concurrent audiences you normally see for high-profile sports. As knockout tensions rise during the tournament, advertisers and broadcasters will need to be able to scale up their capabilities at a moment’s notice and be prepared for the brilliance of Bellingham’s 95th-minute equaliser.

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Yospace has unique insights by working with 13 broadcasters of Euro 2024 across the globe. To date, we have monetised five Olympic Games, five FIFA World Cups, and thirty-five Grand Slam tennis tournaments. Euro 2024 is the third edition of the pan-European men’s football tournament to be monetised by our SSAI technology.