UEFA says 100 million viewers watched on Sunday in the first 20 markets which reported ratings, with more than 100 broadcasters yet to deliver figures.
England's loss on penalties to Portugal in the Euro 2004 quarterfinals holds the current record at 228.2 million, UEFA says.
Sunday's average audience in the United Kingdom was 20.3 million.
UEFA compares the match ratings to the 14.7 million U.K. audience for a concert this month to celebrate the diamond jubilee of Queen Elizabeth II.
Italy had an average audience of 21.8 million, UEFA says.