Viewer figures of the T20 Cricket World Cup final smashed digital streaming records with 72.5  million peak users at the same time in India alone, the International Cricket Council said on Monday.
Cricket commands an unrivalled following in the world's most populous country with 1.4 billion people.
"The event was a showcase of just how much the sport is loved in cricket's most passionate market," ICC Chief Executive Officer Sanjog Gupta said, in a commentary published in WPP Media's Sporting Nation.
More viewers watched the game on traditional broadcasters, as well as around the world.
India, co‑hosts and pre‑tournament favourites, lifted the T20 World Cup for a record third time in the 8 March match, sweeping aside New Zealand by 96 runs.
"The final... hit 72.5 million digital concurrent users, breaking the global streaming record," Gupta added, according to figures from Indian streaming partner JioHotstar.
That broke the previous record set three days earlier – the nerve-shredding semifinal in Mumbai when India beat England by seven runs.
That match drew 619 million views on streaming platform JioHotstar, according to the company, including a 65 million peak at the same time. Total viewing figures for the final are yet to be released.