Case Study: How Streaming is Helping Take the IPL Cricket to the Next Level

By Meetal Shah, country manager India, Deltatre.

Nearly a month on, people are still talking about the IPL 23’s thrilling final which was worthy of the numbers that tuned in. On average 97 million viewers tuned in on streaming platform JioCinema daily and 93 million on Disney Star. The TV coverage has already beaten record viewing figures set in 2019, while through streaming, JioCinema delivered 32 million concurrent views during this year’s final.

With the diversification of IPL rights, Viacom’s purchase of the 2023-2027 IPL digital streaming rights combined with Star’s continued traditional TV coverage, has this been a watershed moment in the IPL?

In the first five weeks of the season, IPL 2023 racked up a staggering 13 billion views on JioCinema, with a record peak concurrent audience of 24 million watching CSK take on Royal Challengers Bangalore (now surpassed by the final).

JioCinema’s decision to switch IPL’s digital coverage to an AVOD model drove huge numbers, but how does streaming help to take the tournament to an even higher level, and what can other sports learn from the cricket tournament’s digital success?

Increased accessibility

Free streaming has made IPL 23 much more accessible for fans all over India, attracting a larger and more diverse fan base. According to YouGov research at the end of IPL 2022, there was a 305% increase YoY in fans watching the tournament online, and I’d expect to see an even bigger leap this year.

Convenience

OTT platforms are changing the way fans around the world consume sports, and unlike linear TV, the convenience offered by streaming platforms allows people to watch in their preferred time and space. Additional content in the shape of highlights packages and interviews also means that consumers can engage with the IPL at their convenience.

Fan engagement

When it comes to streaming live sports, it’s no longer enough to show live action with basic graphics and data. Fans want a first-class experience that allows them to engage with the sport differently.

Features that help improve the viewing experience like engaging graphics, in-depth match stats and multiple camera angles as well as the ability to choose your own commentary feeds are all great ways for streamers to engage with their sport beyond live coverage.

Regionalised content

Speaking of audio feeds, it’s hard to underestimate the impact of regional commentary feeds on streaming services broadcasting the IPL. With commentary in multiple languages to choose from, streaming has meant the tournament can be enjoyed by cricket fans from all corners of India.

Revenue generation

Streaming numbers for IPL 23 have ballooned because it’s available to watch for free via ad-supported mobile streaming. This appears to be helping to grow ad revenue for broadcasters showing the IPL. According to a report by Media Partners Asia, money generated via ads on digital channels during IPL 23 will top $350 million, up from $128 million compared to this time last year – surpassing pay-TV ad revenue for the first time.

When looking at the success of the IPL since its launch in 2008, it’s important to remember it’s very young when compared to tournaments like the NFL, NBA and Premier League. Despite this, the latest rights deal means the IPL is only behind the NFL when it comes to revenue generated per game. Streaming will continue to be a key part of the IPL’s growth and it will be interesting to see how the tournament can continue to make the most of this wave.