Monday, July 14, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Featured

Think Through: Besides more eyeballs, time spent expected to rise with free streaming of IPL

We asked Mindshare’s Amit Lall, Efficacy’s Sapna Sharma, Starcom’s Vaibhav Ratnaparkhe, Consultant Divya Dixit and ITW Consulting’s Karthik MB to reflect on the impact of free streaming on viewership and time spent.

by Smitha Sapaliga
February 23, 2023
in Featured, Exclusive, OTT, Think Through
Reading Time: 6 mins read
A A
Think Through: Besides more eyeballs, time spent expected to rise with free streaming of IPL
Share Share ShareShare

Digital video entertainment has seen a massive growth over the years due to various factors. Besides the plethora of choice, affordable high speed internet, smartphones and smart TVs have added to the digital viewership base.

ADVERTISEMENT

Viacom18 is looking to cash in on this growth offering free viewing of the Indian Premier League (IPL) on Jio Cinema after acquiring the digital rights for Rs.23,758 crore for a five-year period starting 2023. The free streaming decision has created a few ripples in the industry and among fans.

Jio Cinema has already experimented with the free streaming model with the 2022 FIFA World Cup. It claims to have garnered 110 million viewers. In IPL 2023, the target is to reach 500 million viewers, across multiple languages.

Here are a few findings indicating the direction of the digital trend.

According to the recently released Pitch Madison Advertising Report (PMAR) 2023, digital advertising spends has risen 11-fold from Rs.3,050 crore in 2013 to Rs.34,405 crore in 2022, with corresponding increase in share from 9pc to 38pc – overtaking TV to become the medium with largest ad revenue.

Digital advertising grew 35pc in 2022 on top of 50pc growth in 2021. In the last two years, digital advertising spend doubled from Rs.16,974 crore to Rs.34,405 crore in 2022.

The report projected that the share of digital will further rise to 41pc of the total advertising spends. Though the projected growth rate in 2023 is a little lower at 25pc, in absolute terms, digital advertising will add Rs.8,600 crore and is likely to end the year at Rs.43,000 crore.

Axis My India, a consumer data intelligence company, reported that the average time spent on digital is 105 minutes and TV is 66 minutes as per its June 2022 findings. September 2022 findings on media consumption revealed that 61pc watch online video content either on their mobiles or connected TV.

According to FICCI’s report on online consumption, Indians spent 4.7 hours a day on their phones in 2021; fifth in the world, for the most amount of time spent on phone apps in 2021, a 27pc growth since 2019. Consumers spent 699 billion hours on mobile in 2021, from 655 billion hours in 2020.

With the various developments happening in the digital space, we asked experts to weigh in on the impact of free streaming of IPL 2023. Will it lead to a spurt in OTT viewership and rise in time spent?

‘Users will end up spending more time consuming content online’

Amit Lall
Amit Lall

IPL this year is going to be the biggest sporting extravaganza which this country has ever witnessed. To make it larger than life, Jio has removed the biggest hurdle of subscription and made it AVOD which will give them unwarranted scale. To drive deeper connect, it will be in 12 languages and to drive engagement will have curated a feed of over five categories which will make it all more special for advertisers.

With IPL going AVOD, industry is thrilled and is eagerly looking forward to the upcoming season of IPL. Jio has been a disruptor and is claiming an aggressive reach target of 500 mn users.

With affordable data at their disposal, consumers are starved for quality content. Average Indian consumer consumes over 12GB of data/month. Cricket is a religion in this country and has a strong pull across socio-economic users. With free streaming we believe users will end spending more time consuming content online.

– Amit Lall, Principal Partner, Mindshare


“Will help increase time spent on Jio Cinema”

Sapna Sharma
Sapna Sharma

IPL is one of the most awaited sports events of 2023. It is possible that the free streaming of IPL 2023 could result in a spurt in JIO Cinema’s viewership. IPL has a large and dedicated fan base in India and around the world and by offering free streaming of the matches, it will attract more viewers who may not be die-hard cricket fans but who are interested in watching high-quality sports content. This could help to increase the overall incremental viewership of JIO Cinema.

It is possible that the time spent on Jio Cinema could increase with the free streaming of IPL. Jio Cinema is a popular OTT platform in India that offers a wide variety of movies, TV shows, and other video content. By offering free streaming of IPL matches, Jio Cinema could attract a significant number of viewers who are interested in watching the cricket tournament but may not have subscribed to the platform before. Free streaming of IPL along with a high-quality viewing experience will help to increase the time spent on JIO Cinema by both the existing and new users.

– Sapna Sharma, Co-Founder and COO, Efficacy Worldwide


‘Time spent on IPL to jump more than 20pc this season’

Vaibhav Ratnaparkhe
Vaibhav Ratnaparkhe

IPL has been getting ever-increasing traction from OTT over the seasons. During the last two seasons there is a jump of almost 15pc in unique viewers. 

Free streaming had always been thought of as a very risky strategy and no media network dared to touch it. This will break the limits for this IPL as mobile screen has been turning into first screen with each passing day. The viewership jump is expected to be exponential. Other reasons that fuel this expectation is that Jio is the largest telecom operator in India, also it is one of the fastest growing broadband networks. Jio apps are an integral part of the Jio services. Now add Voot to this. While Hotstar has been a paid app to be additionally installed. Jio’s user base stands tall at 750 mn, which is at least double of any other sports streaming OTT. This IPL is expected to have a jump of 150pc in one or the other form of digital engagement.

Free streaming will have multi-dimensional impact on digital engagement of this season of IPL. Many sports and gaming sites customise content to attract the IPL fanbase. Accessibility of free digital content would make this 360-degree experience even more dense. This has a mutual advantage because it builds enhanced engagement and at the end it promotes the cause of IPL. Also, this season is expected to witness a buoyant Connected TV (CTV) viewing. With its vast spread of fibre network and products like media devices, Jio is going to have a fun time encashing CTV viewing. Time spent on OTT has been increasing at a pace of 10pc but these additional factors are expected to make time spent on IPL to jump more than 20pc this season.

– Vaibhav Ratnaparkhe, Sr. Director – Media Buying, Starcom


‘It is a given’

Divya Dixit
Divya Dixit

Free streaming had always attracted viewers. Given that India is a giant market for cricket and the loyalty within fans is sky high, it is expected that the viewership of IPL is to be at an all-time high. It is a trend in OTT viewers that there is always a surge in viewership when channels launch a free streaming service.

An average viewer in India spends about 70 mins a day streaming OTT content, as per the latest figures. Given the fan following and popularity of the content this time can fluctuate within the users. Reiterating what’s been said earlier, Cricket in India is almost sacred, with cricketers being more popular in the country than even some big celebrities. It is a given that with IPL being streamed for free there is a high chance that viewers might spend some extra time on the channel exploring and looking for more content that aligns with their preferences.

– Divya Dixit, Business Strategy & Growth Consultant


‘What will increase viewership time is engagement’

Karthik MB
Karthik MB

We believe that this has the potential to unlock the next quarter of a billion viewers still outside this loop. Clearly Viacom18 wants to ensure that there are no barriers for India’s 750 million smartphone users to stream the WPL and IPL on their devices. The fact that the IPL will be free to stream and available in multiple languages will definitely be a contributing factor to growing the viewership numbers and perhaps draw away viewers from linear TV. With Jio setting its goal at 500 million viewers they have a big task ahead but one that they seem prepared for after learnings gained from their FIFA broadcast. Just recently, Jio Cinema managed to reach 110 million viewers with a similar strategy during the 2022 FIFA World Cup. The chances of surpassing these numbers with the IPL are very high. The IPL is hugely popular in the country and across the world, during the 2022 IPL, with a subscription-based streaming model, Disney+ Hotstar reportedly onboarded over 10 million peak concurrency; we can expect Jio to go past this with the planned initiatives.

While free streaming is likely to bring in the viewers what will increase viewership time is engagement, To this effect Jio has already announced that it will be telecasting the IPL in 4K as well as a slew of engagement measures like multi language commentary in around 16 to 17 languages like Bengali, Tamil, Telugu, Odia among others. 

Another new feature that is being added is & “appointment viewing.” This feature allows the viewer to check the scoreboard and any other graphic whenever they want, rather than having to wait for the broadcaster to show them. These measures are going to have a more tangible effect on time spent.

– Karthik MB, Head – Media & Communication, ITW Consulting

(Think Through features may be initiated and funded by stakeholders.)

Tags: Amit LallDivya DixitIPLITW ConsultingJio CinemaKarthik MBOTTPitch Madison Advertising ReportSapna SharmaVaibhav RatnaparkheViacom18

RECENT POSTS

“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide
Exclusive

“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide

July 14, 2025
0

In a bold step toward redefining its positioning in India’s rapidly evolving OTT landscape, ZEE5 has unveiled a refreshed brand...

Read more
Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe
Exclusive

Keeping up is table stakes; architecting for change is the real challenge: Sameer Sankhe

July 14, 2025
0

Targetting Indian businesses seeking to outpace the competition, Sameer Sankhe, a Chief Digital Officer and serial tech entrepreneur, unveils his...

Read more
At Sony Music Publishing India, we safeguard songwriters' rights with copyright management and fair royalty collection: Dinraj Shetty
Exclusive

At Sony Music Publishing India, we safeguard songwriters’ rights with copyright management and fair royalty collection: Dinraj Shetty

July 11, 2025
0

As the global music community comes together to celebrate World Music Day on 21 June, we often focus on the...

Read more
ZEE5 Gears Up to Launch FAST Channels in India as Part of Connected TV Push
OTT

ZEE5 Gears Up to Launch FAST Channels in India as Part of Connected TV Push

July 10, 2025
0

Mumbai: In a strategic move to strengthen its Connected TV presence, ZEE5 has announced its foray into Free Ad-Supported Streaming...

Read more
Brand advocacy involves stakeholders sharing content and views on brands and categories: Ajit Narayan, Socxo
Exclusive

Brand advocacy involves stakeholders sharing content and views on brands and categories: Ajit Narayan, Socxo

July 10, 2025
0

There is a growing trend of B2B influencers and employee generated content. Platforms like Linkedin and even Instagram are now...

Read more
Being research-driven means we ask a lot of questions: Shriya Seshadri, SummerOwl Studio
Exclusive

Being research-driven means we ask a lot of questions: Shriya Seshadri, Summer Owl Studio

July 9, 2025
0

Summer Owl Studio started with a simple intention, to create innovative designs that are thought-out and intentionally produced, and to...

Read more

LATEST NEWS

“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide

“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide

July 14, 2025
Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

July 14, 2025

ANALYSIS

A Tale of Two Finals: How India’s Absence Impacted Ad Volumes in ICC Test Championship 2025
Analysis

A Tale of Two Finals: How India’s Absence Impacted Ad Volumes in ICC Test Championship 2025

July 12, 2025
0

The ICC Test Championship Final is not just a battle for the crown of cricket’s purest format — it’s also...

PEOPLE

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth
People

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

July 14, 2025
0

Mumbai: Wrap2Earn, a technology-powered out-of-home (OOH) media marketplace, has announced the appointment of Nitin Rastogi as National Head. With over...

MARKETING

Knauf India names Gaunik Jeet Singh as Head of Marketing
Marketing

Knauf India names Gaunik Jeet Singh as Head of Marketing

July 12, 2025
0

New Delhi: Knauf India, a leading provider of Drywall and Ceiling Solutions, has announced the appointment of Gaunik Jeet Singh as...

Subscribe to Newsletters

ADVERTISING

PROHED bags Digital Mandate from NAVNEET TOPTECH
Advertising

PROHED bags Digital Mandate from NAVNEET TOPTECH

July 11, 2025
0

Mumbai: PROHED, a performance marketing agency based in Gurugram, has been awarded the digital marketing mandate for NAVNEET TOPTECH, the...

PRINT

Vikatan Group MD B Srinivasan to Speak at FIPP World Media Congress on Deepening Audience Connections
Media

Vikatan Group MD B Srinivasan to Speak at FIPP World Media Congress on Deepening Audience Connections

June 27, 2025
0

Chennai: As Indian media house Vikatan Group approaches its centenary, Managing Director B Srinivasan is set to speak at the...

AUTHOR'S CORNER

Ganapathy Viswanathan
Authors Corner

Why PR Is the Secret Weapon Behind a Strong Personal Brand

July 11, 2025
0

In today’s fast-moving digital world, your personal brand isn’t just a “nice to have” — it’s your reputation. Whether you're...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

Branquila Brand Ventures expands to UAE with full-service marketing offerings

Branquila Brand Ventures expands to UAE with full-service marketing offerings

July 14, 2025
“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide

“Mass Appeal, Niche Depth”: Lloyd Xavier Explains ZEE5’s Strategy to Engage Tamil and Malayalee Viewers Worldwide

July 14, 2025
Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

Wrap2Earn names Nitin Rastogi as National Head to accelerate 360° Integrated Growth

July 14, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.