JioCinema Outshines Star Sports: In a significant shift, digital platforms have emerged as the preferred destination for watching the Indian Premier League (IPL) in the year 2023. JioCinema, a popular streaming platform, has surpassed Star Sports as the primary choice for viewers.
Let’s take a look at the data provided by Data.ai and BARC, which sheds light on this groundbreaking development : JioCinema Outshines Star Sports
Digital Triumphs Over TV
JioCinema experienced a daily average viewing of 97 million during IPL 2023, surpassing the TV viewership of 93 million (BARC 2+ | Period: 15th Apr to 5th May).Notably, the digital data only includes viewers aged 2–14, while TV data encompasses viewers aged 2+. The reach of digital platforms would be even higher if the 2+ data were considered.This shift signifies the growing preference for mobile streaming platforms among the younger demographic.
Decrease in TV Advertising
Week 6 of IPL 2023 witnessed a 40% decrease in TV advertising compared to the previous season.The number of advertisers on TV dropped from 98 in the previous season to only 59 currently.In contrast, the digital space saw an impressive presence of around 400 advertisers.
TV Viewership Statistics
TV viewership for IPL remains at its second-lowest level in the past six years, with a TVR (Television Rating) of 4.46 in the current season. In 2020, the TVR was 6.4.This decline is further reflected in the average watch time per user, which decreased from 758 minutes in previous years to 612 minutes this year, the lowest in the last six seasons.
JioCinema Outshines Star Sports: IPL 2023 Witnessed Digital Domination
Digital overtakes TV as a preferred destination to watch TATA IPL 2023
— Media Infoline (@MediaInfoline) May 18, 2023
More : https://t.co/EY9uXlSnPx#TATAIPL #tv #digital #BARC @BARCIndia
Mobile Streaming Preference
The Axis My India Consumer Sentiment Index in May highlighted the younger audience’s preference for mobile streaming platforms like JioCinema.Among participants aged 18 to 25, a staggering 64% preferred watching IPL matches on their mobile devices.In contrast, only 15% of viewers watching IPL matches on TV were in the age group of 15 to 21, while 18% fell in the 22 to 30 age group.
IPL Viewership on Different Platforms
Connected TV accounted for 55+ million IPL viewers, while HD TV reached 29.8 million (without outdoor).JioCinema’s average daily active users (DAU) stood at 89.3 million, surpassing the 76.9 million live match reach on residential TV (BARC 15+ TG) from March 31 to May 5, 2023.
Future Outlook
Despite the current dominance of digital platforms, JioCinema plans to implement a paywall similar to Disney+Hotstar for IPL 2024.JioCinema subscription plans are expected to be designed to retain their existing audience while introducing paid services.
JioCinema Outshines Star Sports: IPL 2023 Witnessed Digital Domination
The data reveals a significant shift in viewers’ preferences, with JioCinema outperforming Star Sports in terms of IPL viewership. Digital platforms, particularly mobile streaming, have gained popularity among the younger demographic. This trend not only impacts TV viewership but also advertising strategies. As digital platforms continue to evolve, the future of IPL broadcasting is set for an exciting transformation.
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