Rugby Rides Again - SA Drives Record Growth in URC Viewership

South African rugby fans have sent a clear signal this season: the Vodacom United Rugby Championship (URC) has become essential weekend viewing. The 2024/2025 season saw a dramatic surge in both audience size and engagement on SuperSport, reflecting the growing impact of local franchises and a deepening national appetite for the sport.

According to official data from Nielsen Sports SA, the total unique audience for the URC season rose from 1.53 million in 2023/2024 to more than 2.4 million in 2024/2025. That marks a 57 percent year-on-year increase, driven by both higher live viewership and a growing number of secondary platform viewers.

This increase was sustained across the season. The average unique audience per live match jumped by 69 percent, from just over 1.2 million to more than 2 million viewers, notable figures as they highlight consistent engagement rather than one-off peaks.

While many matches delivered impressive numbers, it was the much-anticipated Bulls vs Sharks semi-final that captivated the nation. The all-South African clash between two iconic franchises resonated across provinces, resulting in one of the highest recorded viewership figures for a URC match in the 2025 season. This fixture powerfully illustrated the commercial and cultural value of local rivalries, which continue to drive the league’s popularity within the country.

Beyond reach, overall consumption time also climbed significantly. The total number of minutes watched, combining live and secondary broadcasts, grew from 18.5 million to nearly 24.8 million – a 34 percent increase. Live consumption rose by 32 percent, while viewing on secondary platforms increased by 42 percent. This reflects broader interest and a significant shift in how and when fans engage with the game across multiple formats.

The season also saw an increase in broadcast exposure, with total airtime rising from 2,096 hours to 2,255 hours. This expansion, alongside improved scheduling and greater platform accessibility, gave supporters more consistent opportunities to follow their teams throughout the competition.

South Africa’s growing presence in the URC has been a point of pride in the league’s evolution since local teams joined the competition in 2021. As their performance on the field has grown more competitive, so has interest off the field, especially among younger and more digitally engaged audiences.

The growth in secondary audience numbers, which rose from 103,178 to 128,272, reflects this shift and suggests opportunities for even broader audience development in the seasons ahead.

“The URC is a rapidly growing tradition in SA sports culture,” says Duncan Stead, Commercial Manager at Nielsen Sports SA. “The competition puts South Africa’s regional and national pride on display, all in one place. Combined with strategic scheduling and strong promotion across platforms, the URC has now entrenched itself as a staple in South African sports viewing, which makes it pure gold for participating sponsors and advertisers.”

“The numbers speak to the emotional investment of South African audiences, who continue to support teams that represent their regions, their histories and their ambitions. From the die-hard Capetonians behind the Stormers to the dedicated Bulls fans dominating Gauteng, there is no doubt that South Africa has taken ownership of URC.”

As the competition continues to expand its footprint across international markets, the role of South African supporters — and South African rugby stories — is only set to grow. The 2024/2025 season has proven not just that South Africans are watching, but that they are watching with intent, loyalty and pride.

With the next season set to build on this momentum, the United Rugby Championship has proved to be a competition where South Africa leads from the front, on the field, and on the screen.