Warner Bros Discovery (WBD) has reported that a record number of viewers watch its coverage of the 2026 Tour de France, with audiences growing across streaming, television and digital platforms.

Driven by HBO Max, more people in Europe streamed the Tour de France than ever before with in-app features boosting audience engagement. This included the multiview feature, which displays four camera feeds on one screen, which was used by more than a quarter of all subscribers.

WBD provided coverage of all 3,333km of the 21-stage bike race in 2026 for 50 markets in Europe. In total, streaming subscribers watching the race on HBO Max grew by 8 per cent across all territories compared to 2025 with total hours viewed on the platform rising by 5 per cent. The UK was the largest market for viewing subscribers with its audience growing by 22 per cent with double digit growth also recorded in France, Italy and Denmark.

In the UK and Ireland, TNT Sports was broadcasting exclusively live for the first time alongside producing a daily highlights show on FTA broadcaster 5. Its strategy to show every stage live on TNT Sports 1, from the first flag to the finish line, saw its coverage reach significant audiences numbers with a +58 per cent increase in its average audience compared to 2025 while its highlights for 5 averaged 557,400 viewers per stage.

Eurosport 1’s pan-European linear coverage grew by 9 per cent.

Tadej Pogacar made history at the 113th Tour de France in 2026 by winning a record-equalling fifth yellow jersey and joining legends of the sport Jacques Anquetil, Eddy Merckx, Bernard Hinault and Miguel Induráin, also all with five wins.

WBD’s Grand Tour cycling coverage continues with every stage of the Tour de France Femmes avec Zwift beginning with the Grand Départ in Switzerland on August 1st. The 1,175km route across nine stages finishes in Nice on August 9th with every stage live and on demand on Eurosport 1 (Europe) and TNT Sports 1 (UK and Ireland) with streaming on HBO Max across the continent.

Other posts by :

1. Arianespace trims ambitions for rocket update
2. Forecast: $5tn annual SpaceX revenues
3. Human AI; Access, Influence
4. Who else was eyeing Globalstar?
5. Analyst: Unrealistic expectations at SpaceX
6. Rocket Lab: “We will out-innovate SpaceX”
7. S&P ranks Arqiva’s debt as BBB+
8. AST SpaceMobile to make D2C progress this winter
9. EchoStar to put Hughes Network into bankruptcy

Categories: Articles, Consumer Behaviour, Content, Research

Tags: cycling, europe, HBO Max, Tour de France, WBD