New Delhi: Digital streaming of IPL has emerged as the preferred medium by surpassed Television. According to data released by data app analytics solutions platform data.ai, on an average 97 million viewers tuned in on JioCinema daily during IPL 23, as compared to 93 million viewers on TV under BARC 2+ TG for the period of 15th Apr to 5th May.
The digital data does not include the 2–14-year-old kids segment, whereas the TV data is for 2+ age group. The reach for digital would be a lot higher if 2+ data is taken into account.
Negating the 2 to 14-year-old kids segment, the average DAU on Digital is 16% higher with JioCinema’s DAU standing at 89.3 million (as per data.ai) when compared to live match reach on Residential TV which stands at 76.9 million as per BARC 15+ TG during the Period of 31st Mar to 5th May 2023.
The trend coincides with drop in frequency of IPL match being watched on TV. On average, the no of IPL matches watched on TV has declined from 15 matches in 2020 to 10.6 matches in the current season of IPL.
This dropping trend is reflected on the watch time per user too, as the avg time spent over the last 5 years has reduced from 758 minutes to 612 Minutes this year, which is the lowest in the last 6 seasons.
Digital streaming has also overtaken Television with its advertisers count hitting the range of 400 against TV advertisers during the present season of IPL standing at 59 against 98 advertisers in the previous edition of IPL.
In terms of viewership also, TV continues to be at its second lowest levels in the last six years with a TVR of 4.46 in the present season. It was 6.4 in 2020.
According to the findings of Axis My India Consumer Sentiment Index in May, the younger demographic prefers watching IPL on mobile (JioCinema).
64% of the survey participants in 18-25 age group preferred watching IPL on mobile. On TV, 23% of the IPL match reach is from 2-14 age group, while only 15% is from 15-21 & 18% from 22-30 age group.
The IPL viewership of connected TV is 55+ million, whereas on HD TV it remains at 29.8 million (without outdoor).
