Something's a little fishy with the MSI numbers

364 million total unique viewers watched the tournament* [includes rebroadcast hours]

But... who?

According to https://www.riotgames.com/our-games the League population is around 100+ million each month, not 300+ million. 3.5 times as many viewers as there are active players each month (presumably 1 game a month would count you as playing), that seems like a bit of a stretch.

Even if you assume some people casually clicked the link, the numbers don't add up. In Jan 2015 Twitch TV had 100 million viewers per month. Even if you assume Twitch doubled their viewers and every one of them watched, you'd still be short.

So what's going on here? Where are these extra unique viewers coming from?