Digital Surge: IPL's Record-High Viewer Engagement

The Indian Premier League (IPL) sees a 7% increase in digital watch-time and a remarkable 15% growth in digital reach. Meanwhile, TV viewership is nearing 500 million. The rise is attributed to competitive matches and the addition of 125 new advertisers, showcasing the IPL's expanding influence.

The ongoing Indian Premier League (IPL) has witnessed a remarkable 7% increase in digital watch-time, aligning with predictions for TV viewership to reach the 500 million mark, according to the event's broadcasters.

Overall digital reach has surged by 15%, as reported by 'JioStar' in a recent press release. Covering data from 51 matches on Linear TV and 57 games on digital platforms, the report highlighted a notable 25% growth in CTV reach, alongside a 20% increase in watch-time. Additionally, regional language watch-time has achieved a staggering 42% rise.

This upward trend in reach and engagement, emphasized by Anup Govindan, Head of Sales at JioStar (Sports), is partially driven by the addition of 125 new advertisers this season. Twenty-two sponsors have partnered on digital media and 16 on Linear TV, encompassing both heritage Indian brands and innovative tech-savvy platforms. This expansion underscores the growing significance of the TATA IPL for brands nationwide.