Singapore 2025 sets new digital standard for Para Swimming

The Toyota World Para Swimming Championships – Singapore 2025 marked a historic moment for the sport, both in and out of the pool. Held from 21 to 27 September, the event became the first World Para Swimming Championships staged in Asia and delivered the largest digital reach ever recorded for Para Swimming, setting a new benchmark for global audience engagement.

Across social media and streaming platforms, Singapore 2025 generated 4.6 million video views, 3.9 million engagements and 131.2 million impressions. Live coverage attracted 258,000 views on YouTube, confirming sustained interest throughout the competition week. The figures establish Singapore 2025 as the most impactful Para Swimming event in the digital environment to date.

The competition also outperformed the digital results achieved by Para Swimming during the Paris 2024 Paralympic Games, underlining the growing strength of standalone World Para Swimming events. 

During Paris 2024, Para Swimming channels recorded 37.7 million impressions and 1.8 million engagements. While the Paralympic Games benefit from the scale of a multi-sport event, the performance of Singapore 2025 highlights a clear expansion in reach and engagement driven by dedicated Para Swimming content.

Another strategic milestone was the launch of Para Swimming’s official TikTok channel earlier in 2025. During the Championships, TikTok content generated over 2 million impressions and video views, alongside 13,425 engagements, reinforcing the platform’s role in extending reach and attracting new audiences through short-form video.

#Singapore2025 - Memorable moments

🇨🇿 17-year-old Paralympic champion David Kratochvil made history at the Worlds after being the most decorated male athlete at the Toyota World Para Swimming Championships - Singapore 2025. pic.twitter.com/AHgg5hkUgG

— Para Swimming (@Para_swimming) October 11, 2025

Digital growth

A comparison with previous editions of the World Para Swimming Championships illustrates the scale of digital growth achieved in Singapore.

The Manchester 2023 edition recorded 1.9 million video views, with live streams reaching 154,482 views on YouTube and 99,600 on Facebook. Total engagement reached 98,600, with 1.9 million impressions generated across platforms.

At Madeira 2022, digital output delivered 1.2 million video views, while live coverage attracted 93,256 views on YouTube and 193,300 on Facebook. Engagement totalled 74,700, with 2.4 million impressions.

Singapore 2025 represented a significant shift in scale. Video views more than doubled compared to Manchester, while engagement increased from under 100,000 in previous editions to 3.9 million. Impressions rose sharply from low single-digit millions to over 131 million, reflecting both increased global interest and a more effective distribution strategy across platforms.

Global reach

The geographic distribution of digital audiences during Singapore 2025 highlighted Para Swimming’s expanding global footprint. 

Brazil ranked first among the top 10 countries reached, followed by Australia and the United Kingdom, reflecting strong engagement across both traditional and emerging Para Swimming markets.

The full list of the top 10 countries reached during the Championships included Brazil, Australia, the United Kingdom, the United States, Italy, Japan, Singapore, Spain, Germany and India, underlining the truly global nature of the event’s digital reach.