IPL 18: High viewership numbers defy mid-tournament pause
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Mumbai: The 18th edition of the Indian Premier League (IPL) has reaffirmed the tournament's status as one of the most-watched leagues in the world, despite a loss in momentum caused by a week-long suspension that temporarily disrupted the flow of the event, according to industry experts.The event concluded on June 3 with Royal Challengers Bengaluru (RCB) clinching their maiden title.IPL 18 was a landmark season, with the final match between RCB and Punjab Kings (PBKS) drawing 600 million peak views on digital. JioHotstar, the official streaming partner of the IPL, has been displaying cumulative views for a live match instead of peak concurrent viewers, which was the norm earlier.It must be noted that unlike peak concurrent users-which indicate the number of unique viewers watching a match at a specific moment-cumulative views reflect duplicated reach, as they count multiple sessions by the same user.Excluding the final match, the tournament attracted an audience of 450 million each on both TV and digital platforms, according to the official broadcaster JioStar-formed after the merger of Star India and Viacom18. The broadcaster was eyeing a cumulative reach of one billion viewers across TV and digital from the full tournament.For the first time, the season marked a key shift both as TV and digital rights were consolidated under one broadcaster after two years of rivalry between Star and Viacom18.In a recent interaction with ET, IPL chairman Arun Dhumal said the tournament's viewership was on course to achieve record numbers despite the blip after the week-long suspension. He also noted that the broadcaster was on course to reach 500 million broadcast audiences. "We are attracting new audiences through regional commentary. There has been a growth in female and kids' viewership for the IPL. We are also finding traction in overseas markets," Dhumal said.Experts believe that RCB's victory marks a refreshing shift in the league's competitive landscape, breaking the long-standing dominance of Chennai Super Kings, Mumbai Indians, and Kolkata Knight Riders, who have collectively won 13 of the previous 18 editions."A notable development this IPL season was the qualification of two long-standing teams, RCB and PBKS, for the final - with RCB securing their first-ever title. However, the momentum of the tournament was somewhat affected by the week-long suspension due to geopolitical tensions, which led to a dip in viewership and a noticeable decline in advertiser presence during the final stages," said Ajimon Francis, MD, Brand Finance India.The BCCI suspended the tournament on May 9 for a week due to the India-Pakistan military conflict. The remainder of the tournament, comprising 17 matches, resumed on May 17 and concluded with the final on June 3.Nearly a billion dollars in ad revenue was generated across TV, digital, on-ground, and franchise sponsorships, underscoring its vast business impact.Santosh N, managing partner at D and P Advisory, said that despite the temporary suspension, the IPL remains India's leading media property, with robust viewership across both television and digital platforms.Francis added that this season contributed to the strengthening of several team brands, driven by improved on-field performance and team cohesion."RCB is likely to see a moderate increase in brand value, supported by prize money and consistent presence among the top franchises. Punjab Kings, having historically remained lower on the brand value charts, may experience a significant uplift following their strong performance. In contrast, established teams like CSK and KKR could see a slight decline in brand value due to early exits and underwhelming campaigns," he noted.Santosh also highlighted the rise of uncapped Indian players like Sai Sudharsan and Vaibhav Suryavanshi, which helped reduce franchise dependence on marquee international stars."This shift bodes well for the league's future, as emerging local talent resonates more with younger audiences-an important demographic for long-term growth," he added.Another notable trend was the growing preference for Indian captains, even those not currently part of the national team. "Franchises are recognising that local leaders often connect better with regional fans and sponsors than high-profile overseas players," Santosh said.
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