The landscape of sports broadcasting in India has undergone a significant transformation, with digital platforms emerging as game-changers. Earlier this year, Jio Cinema sent shockwaves through the industry by streaming the Indian Premier League (IPL) for free, after securing its digital rights with a staggering ₹23,758 crore investment. This marked a defining moment in the evolution of cricket broadcasting, a space once dominated solely by traditional television channels.
Jio Cinema's bold move to stream the IPL for free was met with resounding success, garnering an impressive 450 million viewers. In comparison, Star Sports, which held the television broadcast rights, attracted 505 million viewers. This shift towards digital platforms highlighted the changing preferences of consumers, as well as the growing impact of streaming on the sports entertainment landscape.
In response to this shift, Disney+ Hotstar, another major player in the digital space, has announced that it will be streaming the upcoming Asia Cup and ICC Men’s Cricket World Cup for free on its platform. However, this free streaming will be limited to mobile users, reflecting the growing trend of mobile-driven content consumption.
The impact of this transition is projected to be substantial. The digital reach of the IPL is poised to surpass that of television in the coming years, propelled by increased internet penetration and a decline in paid television subscriptions. This, in turn, is expected to have far-reaching implications for cricket broadcasters across India.
A notable consequence of this digital transition is the potential boost to advertising revenues on Over-The-Top (OTT) platforms. With the advent of free streaming for cricket matches, advertisers stand to benefit from expanded audiences and greater engagement. This becomes particularly relevant as viewers from Tier 2 and 3 cities increasingly turn to OTT platforms for their cricket fix.
Recent data suggests that while subscriber numbers on OTT platforms have stabilized in India, advertising revenues continue to experience remarkable growth. The Indian OTT video industry is projected to witness a substantial revenue increase, with estimates indicating that it could reach $7 billion by 2027, compared to $3 billion the previous year.
The disruption caused by platforms like Jio Cinema and Disney+ Hotstar underscores the changing dynamics of cricket broadcasting in India. The transition to digital platforms not only reflects changing consumer preferences but also presents new opportunities for advertisers and the industry at large. With the digital revolution continuing to unfold, cricket fans and broadcasters alike are set to experience a new era of sports entertainment in the country.
